business plan of a brand

Not to mention, belongingness —the need for love, affection, and being part of groups— falls directly in the middle of Maslow's hierarchy of needs, which aims to categorize different human needs.

The lesson to be learned? Find a way to connect with your customers on a deeper, more emotional level. Do you give them peace of mind? Make them feel like part of the family? Do you make life easier? Use emotional triggers like these to strengthen your relationship and foster loyalty.

4. Flexibility

In this fast-changing world, marketers must remain flexible to stay relevant. On the plus side, this frees you to be creative with your campaigns.

You may be thinking, "Wait a minute, how am I supposed to remain consistent while also being flexible?"

Good question. While consistency aims to set the standard for your brand, flexibility enables you to make adjustments that build interest and distinguish your approach from your competition.

A great example of this type of strategic balance comes from Old Spice . These days, Old Spice is one of the best examples of successful marketing across the board.

However, up until recently, wearing Old Spice was pretty much an unspoken requirement for dads everywhere. Today, it's one of the most popular brands for men of all ages.

The secret? Flexibility.

Aware that it needed to do something to secure its place in the market, Old Spice teamed up with Wieden+Kennedy to position its brand for a new customer base.

Between new commercials, a new website, new packaging, and new product names, Old Spice managed to attract the attention of a new, younger generation by making strategic enhancements to its already strong brand.

If your old tactics aren’t working anymore, don’t be afraid to change. Just because it worked in the past doesn't mean it's working now.

Take the opportunity to engage your followers in fresh, new ways. Are there some out-of-the-box partnerships your brand can make? Are there attributes about your product you never highlighted? Use those to connect with new customers and remind your old ones why they love you.

5. Employee Involvement

As we mentioned before, achieving a sense of consistency is vital if you wish to build brand recognition. And while a style guide can help you achieve a cohesive digital experience, it's equally essential for your employees to be well-versed in communicating with customers and representing the brand.

If your brand is playful and bubbly through Twitter engagements, it won’t make sense if a customer called in and was connected with a grumpy, monotone representative, right?

To avoid this type of mismatched experience, take note of Zappos' approach.

If you've ever been on the line with a customer service representative from Zappos, you know what I'm talking about. If you haven't, check out this SlideShare which details some of its most inspiring customer support stories.

By holding all Zappos employees to its core values and helping other companies implement the same approach, Zappos has built a strong reputation for solid, helpful, and human customer service.

If you already have people that love you, your company, and your brand, don’t just sit there — reward them for that love.

These customers have gone out of their way to write about you, tell their friends about you, and act as your brand ambassadors.

Cultivating loyalty from these people early on will yield more returning customers — and more profit for your business.

Sometimes, just a thank you is all that's needed. Other times, it's better to go above and beyond. Write them a personalized letter. Send them some special swag. Ask them to write a review and feature them prominently on your website. (Or all of the above!)

When we reached 15,000 customers here at HubSpot , we wanted to say thank you in a big way while remaining true to our brand ... so we dropped 15,000 orange ping pong balls from our fourth-floor balcony and spelled out thank you in big metallic balloons:

And while it may have seemed a little out of the ordinary to some folks, the gesture made perfect sense for those who know our brand.

Loyalty is a critical part of every brand strategy, especially to support your sales organization.

Highlighting a positive relationship between you and your existing customers sets the tone for what potential customers can expect if they choose to do business with you.

7. Competitive Awareness

Take the competition as a challenge to improve your own strategy and create greater value in your overall brand. You are in the same business and going after the same customers, right? So watch what they do.

Do some of their tactics succeed? Do some fail? Tailor your brand positioning based on their experience to better your company.

Keeping tabs on your competitor's social mentions for HubSpot customers is easy using the Social Monitoring App . Check out this article to learn more about setting up custom social streams.

While staying in tune with your competitor's strategies is essential if you want to enhance your brand, don't let them dictate every move you make.

Sure, you probably sell a similar product or service as many other companies, but you're in business because your brand is unique. By harping on every move your competitor makes, you lose that differentiation.

Branding Methods

• Attitude Branding
• Individual Branding
• Product Branding
• Co-branding
• Minimalist Branding
• Brand Extension Branding

Let’s discuss each branding method.

1. Attitude Branding

This form of branding refers to a feeling or attitude that customers associate with your brand.

Nike is a brand that has perfected this type of branding. With the ‘Just Do It’ slogan, Nike promotes a lifestyle that customers can enjoy by wearing this brand of products.

With such a slogan, Nike promotes the idea that all customers are athletes when they're wearing Nike products.

Free Brand Style Guide Template

Take your brand to the next level with this free guide + templates.

• Build your brand
• Define your voice
• Set image guidelines

2. Individual Branding

This type of branding is when a product or service gets a unique identity, perhaps in a different brand name to attract new customers in the market.

Unilever is an excellent example of a brand that uses individual branding. The company has three divisions, each creating some of the best-known brands in its niche.

Image source

3. Product Branding

Product branding is perhaps the most popular type of branding. Here, the brand associates a logo, name, color, and design with a product to create a unique identity for the product.

It’s one of the best branding methods because it gives life to products and increases uniqueness.

A great example is Apple’s MacBook offerings. The ‘Air,’ ‘Pro,’ and ‘Mac’ branding conveys unique messages and reinforces the quality of the product offering.

This type of branding is usually used by brands that prefer to let products speak for themselves.

5. Minimalist Branding

Mastercard is an excellent example of a brand that uses minimalist branding.

We might not know what the red and yellow circles mean, but you’ll know that it belongs to MasterCard.

Pro tip:  Need a logo your customers can recognize at a glance? Try our free Logo Maker . 

6. Brand Extension

This unique branding method is when a company uses one of its popular or established brand names on a new product. The idea behind this method is to use the already existing brand equity to boost the latest product.

Companies that use it hope customers will be more receptive to the new offering because of the brand extension.

Logo, color palette, and font are important aspects of branding. You can create your own using HubSpot's Brand Kit Generator .

The Importance of Strategic Branding

Managing a brand is hard work, and it’s more challenging when you’re in an oversaturated market where every brand looks the same.

One of the crucial steps to growing in an oversaturated market is highlighting what makes your brand unique — which is what strategic branding is all about.

With strategic branding, you future-proof your brand and develop it in a way that differentiates you from others. By communicating uniqueness to customers, you strengthen your selling power, brand value, and customer loyalty.

Editor's note: This post was originally published in November 2020 and has been updated for comprehensiveness.

Don't forget to share this post!

Related articles.

16 Effective Ways to Build Your Online Presence

How to Humanize a Brand: 15 Best Tips for Humanizing Your Voice

The 4 Reasons You Chose a Bad Company Name ... Now What?

How to Turn Customers Into Fans

5 Brands Using Social Media To Grow Buzzworthy Online Communities

Every Business Has an Origin Story: A Lesson in Branding

Why It’s Easy to Market Your Clients But Not Yourself

How I Learned the Hard Way Not to Associate My Company With Buzzwords

Want to Be a Better Marketer? You Should Be Keeping Up With The Kardashians [Video]

How to Build a Remarkable 21st Century Brand

Learn how to build a brand for your business that stands out.

Marketing software that helps you drive revenue, save time and resources, and measure and optimize your investments — all on one easy-to-use platform

You are using an outdated browser. Please upgrade your browser or activate Google Chrome Frame to improve your experience.

• Why crowdspring
• Trust and Security
• Case Studies
• How it Works
• Want more revenue? Discover the power of good design.
• Brand Identity
• Entrepreneurship
• Small Business

Brand Strategy: The Ultimate Guide to Building a Powerful Brand

Discover your brand's unique character. Reveal the truth with our free quiz!

Are you starting a new business or scaling up? A brand strategy is your blueprint. It’s the plan that guides every brand decision you make.

What is brand strategy?

A brand strategy, often called a brand development strategy, is a long-term plan formulated to achieve a series of goals, leading to consumers' distinct identification and preference for your brand. It goes beyond mere visual elements; it's the very core of your brand, encompassing its values, mission, and the perception you aim to instill in the market.

With a robust brand strategy, you set the stage to captivate your audience and distinguish yourself from competitors.

Over the past fifteen years, I’ve worked closely with hundreds of entrepreneurs, marketers, and agencies to help them refine their brand strategies. The insights in this guide aren’t just from client projects but from engaging discussions at major conferences, webinars, and deep dives on our blog.

This guide distills our experience. Inside, you’ll find practical steps, insights, best practices, and advice to help you build a brand that stands out in today’s crowded market.

Brand Strategy: The Ultimate Guide

Why brand strategy is important, what happens without an effective brand strategy, the elements of a brand strategy, branding methods, phase 1: discovery, phase 2: brand identity, phase 3: execution, five critical rules for effective brand strategy execution, great examples of a successful brand strategy.

A brand strategy acts as your company’s DNA. Just as DNA defines every facet of a human being, a brand strategy intricately weaves the characteristics and direction of your business.

A brand without strategy is like a body without a blueprint—aimless and undefined.

Why does this matter? Here are ten reasons why it’s critical to have a robust brand strategy:

• Establishes trust. A consistent brand helps build trust. Customers are more likely to return when they recognize and can anticipate a brand’s qualities. For example, a local bakery that consistently uses high-quality ingredients and maintains a cozy ambiance will ensure, over time, that locals trust it for their daily bread and coffee. An e-commerce store that sells eco-friendly products and consistently communicates its sustainable practices can make itself a go-to for eco-conscious shoppers.
• Creates brand recognition. Unique branding elements increase brand awareness and make a business memorable. For example, a neighborhood bookstore with a distinctive blue cat logo can become the talk of the town. A digital design agency with vibrant animations on its website can differentiate from competitors.
• Drives business value. A strong brand often commands higher prices due to perceived value. A cafe with a known brand of organic coffee can charge a premium over a generic cafe. A branded online course platform can charge more than a non-branded peer.
• Guides marketing efforts. A clear brand strategy directs how, when, and where a business should advertise. A yoga studio focusing on mindfulness might choose local magazine ads with serene imagery. A tech startup could leverage targeted LinkedIn ads to reach professionals.
• Fosters customer loyalty. People love belonging to a “tribe.” A clear brand can create a community of loyal followers . A vintage clothing store can host monthly 90s-themed events, cultivating a regular clientele. A streaming service with exclusive fandom forums can make subscribers feel part of a community.
• Attracts talent. A recognizable brand can attract the right talent that aligns with the company’s vision. An eco-resort known for sustainable practices can attract employees passionate about the environment. A popular online magazine can attract writers who align with its edgy tone.
• Sets you apart from the competition. In crowded markets, branding can be the differentiator . A salon offering a unique “hair spa” experience stands out from standard hairdressers. A SaaS tool offering AI-based predictions differentiates itself from basic analytics tools.
• Encourages brand advocacy. Happy customers can become brand ambassadors. Patrons of a local organic juice bar often rave about it to friends and family. Users of a project management tool can refer to it in online forums due to its standout features.
• Informs product development. A brand’s identity can guide the development of new products or services that align with its ethos. A health-focused restaurant might expand into offering cooking classes (one of my favorite restaurants in Naples, Florida, did this and created a unique way to stay in touch with customers). A website builder platform could introduce new design templates based on its user-centric brand promise.
• Provides clear direction for growth. A robust brand strategy sets a clear path for scaling operations and entering new markets. An artisanal cheese producer known locally can use its brand to penetrate neighboring cities. An e-book platform with a clear brand can leverage it to introduce audiobooks and courses.

Imagine setting sail on a vast ocean without a map or compass, with waves pushing you in unpredictable directions.

Navigating the business world without an effective brand strategy can feel much the same: directionless and fraught with pitfalls.

While a strong brand strategy is a guiding light, its absence can steer your business toward choppy waters.

• Inconsistent brand image . Without a clear strategy, businesses can portray a patchy, inconsistent image that confuses customers. A restaurant switching themes and cuisines monthly may struggle to retain loyal patrons. An e-commerce store with constantly changing website designs can deter repeat visitors seeking familiarity.
• Diluted brand value. Without a strong brand foundation, businesses risk weakening their value proposition in the market. A boutique offering luxury and bargain items can confuse consumers about its positioning. A premium subscription-based content site that suddenly floods with ads can tarnish its upscale image.
• Missed marketing opportunities. Lack of a brand strategy can result in sporadic marketing, missing out on key audience segments . A gym not targeting local residents with special offers may miss a huge potential client base. A digital course platform neglecting SEO might miss out on organic growth opportunities.
• Reduced customer trust. Inconsistent branding can erode trust as customers prefer businesses they can predictably rely on. A coffee shop with fluctuating coffee quality can lose its regular morning crowd. An online retail shop with inconsistent shipping times can push customers towards more reliable competitors.
• Struggle to differentiate . Without a unique brand identity, businesses can fade into the background among competitors. Larger chain stores might overshadow a local craft store without unique offerings. A generic music streaming platform can struggle to stand out in a market dominated by giants like Spotify or Apple Music.
• Fluctuating target audience . Without a defined brand strategy, businesses might aimlessly target different demographics, leading to inefficient resource use. A toy store marketing to kids and corporate professionals can spread its resources thin and confuse its primary audience. A wellness blog oscillating between teen mindfulness and senior health might struggle to retain a consistent readership.
• Inefficient resource allocation. Without clear branding , businesses can waste resources on endeavors that don’t align with their core objectives. A theater spending equally on all genres might find musicals are their main revenue driver but waste funds on unpopular genres. An online shoe store investing in tech upgrades might overlook the primary demand for a wider shoe collection.
• Unclear company mission and vision. Internal teams can lack direction without a brand strategy, reducing motivation and alignment. Without a clear brand image, a bookstore might struggle to curate books that resonate with its community. A tech startup without a defined brand may have product teams developing features that don’t align with the company’s core mission .
• Decreased employee morale. Employees prefer working for a brand with a clear identity, and a lack of it can lead to reduced motivation. A hotel chain without a clear brand ethos might experience higher staff turnover due to a lack of brand pride. An online media company without a clear brand voice might see decreased writer enthusiasm and inconsistent content quality.
• Limited growth opportunities. Businesses with a poorly defined brand can struggle to recognize or capitalize on potential growth areas. A craft beer brewery without a defined brand might miss the chance to collaborate with local eateries or events. A digital design tool without clear branding might overlook partnership opportunities with online education platforms.

Here are fifteen essential elements of a brand strategy:

• Brand purpose. This explains why the brand exists beyond making profits. It’s the driving force and the difference the brand aims to make in the world or its customers’ lives. A local organic grocery store might exist to promote and provide healthy, locally sourced foods to foster community wellness. An e-commerce platform could have a purpose to make unique handcrafted items accessible globally, promoting artisans from remote areas.
• Brand Promise . The value or experience a brand commits to delivering consistently to its audience. It’s a brand’s commitment to its stakeholders. A cafe can promise to serve only ethically sourced coffee. A digital streaming service can promise ad-free viewing.
• Brand positioning . How the brand differentiates itself from competitors in the market. It’s the unique space the brand occupies in the minds of its target audience. A boutique hotel might position itself as a luxurious escape from the bustling city. A fitness app positions itself as a personal trainer in your pocket.
• Target audience. Clearly defined segments of the population that the brand seeks to serve. It includes deeply understanding their behaviors, needs, challenges, and aspirations. A skateboard shop might target teenagers and young adults interested in street culture. A subscription box service focuses on working professionals interested in gourmet home cooking.
• Brand personality . The set of human characteristics attributed to the brand. For example, a brand might be youthful, fun, serious, or trustworthy. A local bookstore can exude a calm, reflective, and knowledgeable personality. A finance management app might have an innovative, proactive, and confident personality.
• Brand voice . The consistent tone and style in which a brand communicates, both in written and spoken forms. It could be formal, casual, playful, or any other manner that aligns with the brand’s identity. A high-end jewelry store can use a sophisticated and elegant tone in its brochures and advertisements. A blog about sustainable living might adopt a friendly, informative, and encouraging tone.
• Visual identity . The visual elements that represent the brand, such as logo, typography, colors, and design principles. A craft beer brand can use rustic, earthy colors and hand-drawn illustrations on its labels. A cloud storage service can use a minimalist design with cool, airy colors to reflect the idea of ‘cloud.’
• Brand story . The narrative that connects the brand to its audience is often rooted in the brand’s history, mission, or values. A family-run bakery tells the story of recipes passed down through generations. A photography website shares its journey from a college project to a major platform for photographers worldwide.
• Brand touchpoints. All the platforms and mediums where the brand interacts with its audience, including websites, social media, advertising, packaging, and in-person interactions. A car dealership can offer branded merchandise, loyalty cards, and after-sales service touchpoints. An online retailer can introduce touchpoints like order confirmation emails , newsletter updates, and retargeting ads.
• Brand values. The core beliefs and principles that guide the brand’s behavior and decisions. A fashion boutique might value ethical sourcing, eco-friendliness, and timeless design. An online news portal could value transparency, inclusivity, and grassroots journalism.
• Brand experience. The sum of all customer experiences with a brand, from initial awareness to purchase and post-purchase interactions. A spa can ensure a serene ambiance, personalized treatments, and impeccable customer service for a holistic experience. A music streaming service can provide personalized playlists, high-quality audio, and easy device synchronization for a seamless experience.
• Brand loyalty strategies. Initiatives and programs designed to encourage repeat business and deepen the relationship between the brand and its customers. A restaurant can offer a loyalty card where frequent visits lead to a free meal. An e-book platform can offer a points system where reading leads to discounts on future purchases.
• Brand extensions. Ways in which a brand might diversify its product or service offerings, branching into new categories while leveraging its established brand reputation. A famous sneaker brand can introduce clothing and accessories to its product line. A job listing site can launch career counseling and resume writing services.
• Feedback mechanisms. Systems in place for collecting feedback from customers and stakeholders, allowing the brand to evolve and stay relevant. A gym can introduce a physical suggestion box and conduct monthly feedback sessions. An online gaming platform can include an in-app feedback feature and encourage reviews on app stores.
• Competitive analysis. Understanding and monitoring competitors helps a brand to differentiate and stay ahead in the market. A home decor store can survey competing stores to ensure its offerings are unique and competitively priced. A travel booking website can use tools to monitor the deals and features offered by competing sites.

All these elements work in tandem to form a cohesive brand strategy. When executed well, they help build a memorable brand that resonates deeply with its target audience and stands the test of time. We’ll cover each element in detail below.

While branding might seem like a modern marketing buzzword, it has been a cornerstone of successful enterprises for centuries.

Today’s businesses, whether they operate brick-and-mortar stores or digital platforms, employ various branding methods to distinguish themselves in saturated markets.

Each method has its unique approach and potential impact, tailored to fit specific business needs. Here are six fundamental branding methods:

Attitude branding

Attitude branding focuses on invoking a particular emotion, feeling, or attitude in the customer rather than emphasizing the product itself. It’s less about what the product does and more about how it makes the customer feel or the image it projects.

Nike’s ‘Just Do It’ slogan is quintessential attitude branding. In their stores and advertisements, Nike doesn’t just sell shoes; they sell the spirit of athleticism and the drive to overcome obstacles.

Nike’s digital campaigns often feature inspirational videos of everyday people pushing their limits, emphasizing the “Just Do It” attitude across their social media platforms.

A local gym might brand itself as the place where “Every workout makes a champion.” Customers feel like champions whenever they walk through the gym’s doors.

A digital fitness app could use a slogan like “Conquer Every Challenge!” encouraging users to view every completed exercise as a personal victory.

Individual branding

Here, different products or services under the umbrella of a larger company are given their unique brand identities. This allows each product to have its own market presence without being overshadowed by the parent company.

Unilever’s multiple product lines, such as Dove, Axe, and Lipton, each have distinct brand identities and marketing campaigns. Each brand under Unilever operates its social media channels and websites, catering to its target audience.

A family-owned conglomerate with diverse interests – from a bakery to a boutique hotel to a car repair shop – can each have a distinct brand identity even though the same entity owns them.

A digital consulting agency can have different brand names and websites for its SEO services, graphic design, and content creation. Each service operates and is marketed as its unique brand.

Product branding

This is about giving a distinct identity to a specific product through elements like logos , names, colors, and designs. It magnifies the product’s uniqueness and differentiates it from competitors.

Apple’s MacBook series, with specific branding like ‘Air’ and ‘Pro,’ signifies different product tiers in physical stores. Apple’s website and online advertisements highlight each MacBook variant’s unique features and design, tailoring the product’s digital presence.

A local craft beer brewery might have a signature pale ale, a stout, and an IPA, each with its name, logo, and packaging design.

A digital marketplace can sell unique software tools, each with distinct branding. For instance, one tool for graphic design, another for video editing, and a third for data analytics.

Co-branding

In co-branding, two or more brands collaborate to create a product or campaign that combines their strengths and market presence. This strategy leverages the reputation and customer base of each brand.

The collaboration between Nike and Michael Jordan resulted in the Air Jordan shoes available worldwide. Collaborative digital marketing campaigns or limited online releases, like the Air Jordan launch events, generate buzz on social media platforms.

A local coffee shop and a bookshop can collaborate to offer a special “Read & Relax” deal, wherein buying a book gives a discount on a coffee.

An online course platform can collaborate with an e-book distributor. Buying a course gives access to certain e-books for free, and vice versa.

Minimalist branding

As the name suggests, this approach focuses on simplicity and subtlety. It’s about stripping the brand to its essential elements, making it clean and easily recognizable.

Mastercard’s simple logo of two overlapping circles in red and yellow is instantly recognizable on credit cards or payment terminals. Mastercard’s digital advertisements often focus on the logo, emphasizing the brand’s global acceptability without cluttered design or content.

A boutique might opt for a simple, understated logo and a single-color theme throughout its store, exuding an aura of simplicity and elegance.

An e-commerce website could employ a clean, clutter-free design with lots of white space, using just one color for call-to-action buttons and a simple logo.

Brand extension

This strategy involves leveraging the reputation of a well-established brand to introduce a new product or service. It relies on the existing brand’s equity to foster trust and receptiveness in the new offering.

Initially known for its soap, Dove extended its brand to produce lotions, shampoos, and other personal care products. Dove’s digital campaigns might introduce a new product like a conditioner, highlighting the same core values of gentleness and skin nourishment that the original soap is known for.

A restaurant can launch a line of packaged gourmet products under the same brand, leveraging the restaurant’s reputation for quality.

A popular online fashion blog can launch a clothing line. They can use their brand name, relying on their established reputation in fashion commentary to market their products.

Arming yourself with a keen understanding of these branding methods can be pivotal in sculpturing a brand’s image, both in the tangible offline world and the expansive online domain.

Crafting an effective brand strategy: a step-by-step guide

You don’t need deep pockets to build a winning brand strategy but clarity, intention, and understanding.

A solid brand strategy is your competitive edge, impressing investors and partners while paving your path to success.

The roadmap to effective branding is a three-step journey: Discovery, Identity, and Execution. Let’s look at each phase in detail.

For those with a budding business idea , your slate is clean. There’s no past identity to decipher, letting you move swiftly to the Identity phase (Phase 2). However, if you’ve been in the game, don’t rush. Understand the foundation before you build upon it.

1. Revisit and reflect on your brand’s existing identity

Your brand’s DNA is encoded in its vision (its purpose), mission (its role), and values (its ethics). Some brands proudly display these on their walls or websites, while others might keep them implicit.

But over time, things change. Reflect on:

• Cultural resonance. Aspects of the company’s culture that now align (or misalign) with your vision, mission, or values.
• Outdated elements. Parts of your vision, mission, or values might have become obsolete or irrelevant in the present context. If this happens, you may need to evolve your brand and rebrand .
• Brand essence. The core essence or feeling your brand evokes now compared to its inception.
• Marketing consistency. Whether your present-day marketing efforts and campaigns align with your core identity.
• Customer perception. How your customers perceive your brand now, and if there’s been a shift in their opinions or feelings toward your products/services.
• Market evolution. How has your target market changed over time? Are there new trends, needs, or preferences you should know?
• Operational shifts. Changes within your company operations or business model might have indirectly influenced your brand’s identity.
• Competitive landscape. Have there been significant entrants or exits in your market space that have altered your competitive stance?
• Feedback loops. What kind of feedback have you received from customers, stakeholders, or partners that might provide insights into your brand’s strengths or weaknesses?
• Innovation and expansion. How have these moves impacted your overall brand identity if you’ve introduced new products and services or expanded to new regions?

2. Conduct market research and perform a competitor analysis

Dive deep into the current market scenarios and your standing in them. Among other things, consider the following:

• Customer behavior analysis. Understand how your customers interact with your brand . This includes their buying habits, feedback, and pain points. A retail store can conduct in-person surveys or observe how customers navigate their store. An online business can use analytics tools to understand customer journey maps on the website and see which pages or products have the highest engagement.
• Demand forecasting. Predict future customer demand to ensure you’re well-prepared. A restaurant might study reservation trends before significant local events. An e-commerce platform can analyze historical sales data to anticipate future product demand.
• Competitive analysis. Identify and evaluate your competition to determine their strengths and weaknesses relative to your brand. A local bakery can check the offerings and pricing of other bakeries in the town. A digital service platform can use tools like SEMRush to analyze competitors’ online strengths.
• Market share analysis. Understand your brand’s share of the total market . A bookshop might assess its sales against total book sales in its city. A digital streaming service can compare its subscribers to the total number of digital streaming users globally.
• Pricing strategy assessment. Review your product or service pricing in relation to competitors and perceived value . A fitness gym might review its membership fees compared to other local gyms. A SaaS product can analyze its subscription pricing against similar online tools.
• Feedback and reviews. Regularly review customer feedback and ratings. A spa might keep a feedback register or conduct customer interviews at its exit. An online retailer can monitor product reviews and ratings on its platform.
• Market trends. Stay updated with the latest trends influencing your industry. A fashion retailer can attend trade shows or read industry magazines. A tech startup can keep track of the latest advancements through online tech news platforms and forums.
• Supplier relations. Understand the dynamics with suppliers and the potential risks or opportunities therein. A cafe can review its relationship with coffee bean suppliers for potential discounts or premium varieties. An e-commerce store can assess its dropshipping partners’ terms and delivery speeds.
• SWOT analysis . A structured planning method to evaluate strengths, weaknesses, opportunities, and threats. A hardware store can list these elements considering local demand, competition, and potential opportunities. An online learning platform can conduct a SWOT analysis considering its content quality, tech infrastructure, market demand, and online competitors.
• Brand image perception. Determine how your brand is perceived in the market. A boutique hotel can assess guest feedback and online reviews and get feedback from walk-in visitors. An online influencer platform can use social listening tools to monitor mentions and sentiment around its brand on social media.

If you’re looking for help on how you can understand your market better, watch the following video:

How to better understand your customers

The foundation of a solid brand strategy lies in truly understanding your customers. Their preferences, behaviors, and perceptions shape their interactions with your brand. Here’s how you can delve deep into their psyche:

Demographic insights

• Who are they? Is your target audience primarily male, female, or diverse? Are they Boomers, Gen X, Millennials, or Gen Z?
• Where are they from? Are you catering to locals, nationals, or a global audience?
• What do they do for a living? Understanding their professions can help you tailor marketing messages.

Purchasing behavior

• Why are they buying? Unearth the motivation behind their purchases.
• When are they buying? Identify seasons, times, or occasions that drive their purchases.
• What’s their budget? Tailor your offerings to match their spending power.

Perceptions & expectations

• What do they expect from brands? Speedy delivery, top-notch customer service, or eco-friendly packaging?
• How do they perceive your brand? Use feedback to identify strengths and areas of improvement.
• What’s their take on your competition? This insight can help you differentiate better.

Purchase channels

• How do they buy? Online, in-store, through apps, or maybe a mix?

Deep-dive questions for customer feedback

You should consistently converse with your customers to further refine your branding approach. Here are ten in-depth questions to consider:

• How likely would you be to recommend our service/company to others?
• How would you rate your last experience with us?
• If you could change one thing about our products/services, what would it be?
• What words come to mind when you think of our brand?
• Describe your ideal shopping/purchasing experience with us

What other options did you consider before choosing us?

• What makes us stand out from the competition?
• How can we make your next experience even better?
• Do you feel we truly understand your needs and preferences?
• Anything else you’d like us to know?

Acting on the feedback

It’s crucial not just to collect feedback but to act on it.

Whether refining your product range based on customer input or overhauling your after-sales service, every piece of feedback is an opportunity to enhance your brand strategy.

Feedback, both praise and criticism, is a goldmine. For instance, if multiple customers highlight delivery delays, consider revisiting your logistics partnerships or offering various delivery options.

Understanding customer sentiments

How likely would you be to recommend our service or company to others.

Often referred to as the Net Promoter Score (NPS) question, this is a pivotal gauge of customer loyalty and brand perception.

A recommendation, especially to close friends or family, is a powerful testament to your service quality. The willingness to recommend is directly linked to overall satisfaction and trust in the brand.

Ask in two stages for a comprehensive view:

• “Considering your latest purchase experience, would you recommend us to a friend?”
• “Reflecting on your entire journey with us, would you advocate for our brand?”

How would you rate your most recent experience with us?

Every interaction with a customer leaves an impression. Knowing whether it was positive or negative can be the difference between retaining or losing a customer to competitors.

A negative customer service experience spreads quickly and can tarnish your brand reputation. Conversely, understanding and amplifying positive experiences can drive brand loyalty.

Proactively seek feedback post-purchase or interaction:

• Send a brief survey or feedback request after a transaction.
• Use this opportunity to gauge satisfaction, rectify issues, and show customers they’re valued.

At crowdspring, every interaction is a learning opportunity. Whether it’s a simple customer question to our support team or a completed project, we actively ask for feedback. Such dedication to understanding the customer experience has resulted in a stellar satisfaction rate, ranging between 97 and 99%. Moreover, the proactive approach ensures we address issues before they escalate.

If you could change one aspect of our products/services, what would it be?

This question uncovers potential blind spots. You have your roadmap, but customers might see potential enhancements you haven’t considered. Remember, listening doesn’t equate to implementing every suggestion. It means being receptive and discerning about the feedback.

For example, crowdspring offers core design and naming services in many areas. This includes logo design, web design, print design, product design, packaging design, and business names.

When we started fifteen years ago, we asked only a few questions to help customers draft a creative brief to look for design help. For example, we initially asked some general questions in logo design projects.

However, the answers didn’t provide much direction to designers, and we received lots of feedback about our questionnaire.

This feedback was precious. We changed our questionnaire to be more specific and informative, and this improved the experience for everyone.

It was a win-win-win.

Whatever service or method you use, make sure you’re not only listening but responding, too.

No one likes feeling like they’re yelling into the void, and your customers are no different. Make your feedback process a conversation so your customers know their input is valued.

Customers will often take the time to give you input on ways to improve if you ask, but if the exchange feels one-sided to them, they may give up.

This helps identify unseen competitors or realize why some apparent competitors aren’t direct threats.

What makes us distinct from the competition?

This question delves into your unique selling proposition (USP) . Sometimes, the USP isn’t just a product feature but an emotional or thematic differentiator.

For example, Charles Revson of Revlon believed he sold hope, not just makeup.

Your goal is differentiation. Apple and Samsung, for instance, are distinct brands with loyal customer bases, not necessarily “better” than the other.

How do you perceive our brand identity?

Understanding if customers recognize and resonate with your brand’s visual and thematic elements can guide future marketing strategies.

Which aspect of our service/product do you value the most?

Pinpointing what customers love most helps reinforce those strengths in future offerings.

What would make you choose our competitors over us in the future?

A glimpse into potential vulnerabilities allows for pre-emptive strategies.

How do you view our growth and adaptability in the market?

Perceptions about your brand’s evolution can provide insights into future positioning strategies.

How has our product/service impacted your daily life or business?

This question can uncover intangible benefits and success stories you can share in marketing campaigns.

Anything else you’d like to share?

Leaving the floor open to unexpected responses or feedback is always good. You can’t ask every question, nor can you know in advance what might be top of mind for your customers.

Asking this question allows your customers to mention anything they feel is essential. It also gives you insight into what’s important to them.

And it gives your customer the last word and clarifies that you’re not just interested in your questions.

Ways to gather customer responses

There are many different ways to collect answers to these questions.

Which one you choose depends on your goals, who your customers are, and how you can reach them, but here are ten ideas to consider.

• Customer feedback surveys. Why it’s vital: A structured approach to gather specific insights. An online company can use platforms like SurveyMonkey , SurveyMonkey alternatives , or TypeForm to gather feedback on a new website feature. Make sure you keep surveys as short and easy to respond to as possible, and don’t forget to embed elements of your brand identity ( color palette , logo, etc.) in those surveys. Also, keep this important fact in mind: every question on a survey will reduce the number of people who respond to the survey. A restaurant can hand out feedback cards to diners in a restaurant to assess their dining experience.
• Email and customer feedback forms. Why it’s vital: It provides an accessible and consistent method for customers to provide convenient feedback. An online business can embed a feedback form on their e-commerce site. An offline business can place feedback boxes near the checkout counters in a retail store.
• Direct contact. Why it’s vital: It allows a deep, personal connection and understanding of context. An online business can host a video chat session with selected loyal online shoppers. An offline company can host a focus group session for regular patrons of a coffee shop.
• Usability tests. Why it’s vital: Directly evaluates user experience and functionality. You can use QA services to test these things and more (including elements of your brand identity). UserTesting.com is one of the better-known services that help companies run usability tests on their websites, and many companies specialize in testing how usable software or a site is. Once you identify friction points, you can tweak your web design to smooth out the process. An offline business can observe shoppers’ behaviors in a new store layout to identify potential bottlenecks.
• Social media engagements. Why it’s vital: Capitalizes on spontaneous feedback and reaches a broad audience quickly. An online business can run a Twitter poll to determine the most popular product color. An offline business can post a photo of two potential new dishes at a restaurant on Instagram and ask followers which one they want to try.
• Customer service interactions. Why it’s vital: Leverages existing touchpoints and gathers feedback during or after a service encounter. An online business can ask for feedback after an online chat session. An offline business can ask customers for feedback after an in-store consultation or service.
• In-app Feedback (for online businesses). Why it’s vital: Captures feedback at the point of interaction within digital tools or platforms. A company can use in-app prompts to ask users about their experience with a new feature.
• Comment cards (for offline businesses). Why it’s vital: Offers a traditional, straightforward method for customers to provide input. A restaurant can leave comment cards at tables.
• Online forums and communities. Why it’s vital: Taps into engaged user communities for detailed feedback. An online business can create a forum for customers to share product usage tips and feedback on its website. An offline company can host a community town hall to discuss services and gather public opinions.
• Review platforms and websites. Why it’s vital: Harnesses existing platforms where customers naturally leave feedback. An online business can monitor feedback on platforms like Trustpilot or Yelp. An offline business can encourage and monitor customer feedback on local business directories or Yelp.

No matter what method you use, ensure you’re engaging with your customers in a conversation. As we mentioned, let your customers know you’re talking with them, not just at them.

Analyze your competitors

To create a strong brand strategy, a competitive analysis is essential. This not only helps you understand your position but also highlights the brand identities of competitors. Here’s a step-by-step process:

• Define metrics. Establish relevant metrics (e.g., revenues, unique visitors). Be wary of choosing irrelevant metrics; they may mislead your analysis. If you’re an e-commerce platform, track metrics like conversion rates or average cart value.
• Look at recent trends. Understand the current happenings in your industry. For a newly opened cafe, check if the coffee trend in your area is leaning towards specialty brews.
• Evaluate historical trends. Review past data to predict future patterns. A fashion retailer should look at past seasons’ best-selling items.
• Track growth. Examine both monthly and yearly growth figures. If you run an online fitness program, track sign-ups when people have fitness resolutions after the new year.
• Challenge assumptions. Regularly re-evaluate your chosen metrics. Different perspectives can yield more holistic insights. Apart from tracking foot traffic in a store, assess the average spend per customer.
• Cross-reference sources. Use various sources to validate your data. For a skincare clinic, apart from online reviews, use social media sentiments and direct customer feedback.

Don’t settle for basic information. Look at all available information to confirm or disprove your conclusions. Use any or all of the following:

• SpyFu : This is a great way to discover keywords and Adwords your competition might use.
• Google Trends : Want to stay on top of the latest trends? Need to know where customers go after they leave your site? Try Google Trends.
• Google Alerts : Set up alerts so you know what customers are saying about your competition. Set one up for yourself and get easy access to the water cooler gossip on your business.

3. Develop personas for your target customers

Personas help you figure out the following:

• Who your customers are,
• What their goals and frustrations are,
• Where they spend their time,
• When they’re the most active or available,
• Why they make certain decisions, and
• How they interact with your product line or buy your services.

What is a user persona?

User personas, also called marketing personas or buyer personas, are made-up identities that provide a detailed description of your target customer. A well-thought-out, completely formed user persona should include plenty of personal information. It should include demographic information, career history, and hobbies.

To learn more about personas, read how to grow your business through persona-based marketing .

4. Evaluate how people perceive your brand

Understanding how people perceive your brand internally and externally is vital. Analyze the feedback and sentiments of both employees and customers. Positive, neutral, or negative reactions to your brand provide valuable insights that guide any necessary brand image enhancements.

The second phase focuses on establishing and refining your brand identity, ensuring that it aligns with your vision, mission, and values while setting you apart from competitors.

1. Define your core brand identity

Your brand pillars include vision (purpose), mission (actions), and values (beliefs).

An online eco-friendly store’s vision could be a sustainable future, its mission to provide green alternatives, and its values centered on ethical sourcing and transparency. A local organic cafe might have a vision of promoting healthy living, a mission of serving organic foods, and values emphasizing community well-being and sustainable farming.

2. Articulate your brand positioning

Highlight how you stand out from the competition.

An e-learning platform might position itself as the most interactive and community-driven platform. A boutique might position itself as the go-to destination for handcrafted, unique fashion items.

3. Articulate your Unique Selling Proposition (USP)

Your USP (also known as a unique value proposition)  represents what your brand embodies or offers that competitors don’t.

For example, you could say that Apple’s USP is found in “user experience.” The value proposition of everything Apple does is meant to have the user at its core. Google’s USP might be in the way they connect people with information. Amazon’s USP might provide whatever product you need efficiently and at as low a cost.

A digital magazine’s USP might be its focus on in-depth investigative journalism. A local bakery’s USP could be its century-old family recipes.

4. Develop brand identity design assets

Collaborate with designers to create visual representations of your brand, such as logos, packaging, and websites. An e-commerce site must have a user-friendly interface with brand colors and a memorable logo. We cover these issues in detail in our definitive brand identity guide . A restaurant might incorporate brand colors in the decor, menu design, and staff uniforms.

Develop your brand voice & communication

Maintain consistency in how you communicate about your brand across all platforms. A fintech app might adopt a professional and reassuring tone in its content and ads. A children’s toy store might use fun, playful, and engaging language in its promotions and in-store displays.

Can marketing psychology help you increase revenues?

After establishing your brand’s foundation, it’s time to communicate this identity to your target market actively.

Brand strategy lays the groundwork, while marketing strategy utilizes various channels to relay this identity effectively to the audience.

In the execution phase, your key focus is the actual representation of your brand in the market, ensuring the strategies outlined in the previous phases come to life consistently and effectively.

1. Align branding with business strategy

Ensure your branding supports your overarching business objectives. A luxury watch brand would not benefit from portraying itself as an affordable, everyday wear. A mismatch can confuse consumers and lead to reduced trust and brand loyalty.

2. Ensure brand consistency

Visual consistency.

A uniform visual presentation enhances brand recognition. Ensure synchrony in colors, styles, and fonts across all platforms. For example, Apple maintains consistent aesthetics across products, websites, and advertising campaigns.

Messaging consistency

You must ensure you present a unified brand narrative and identity. Inconsistencies can dilute the brand’s power and might indicate unreliability to consumers. A gym promoting wellness should consistently emphasize health, fitness, and well-being across all promotional materials.

Brand behavior

This helps guarantee that the brand delivers on its promises.

For example, Chipotle faced backlash for failing to consistently adhere to its non-GMO promise, tarnishing its brand image. Execute a quick Google search for “Chipotle admits to using GMOs,” and you’ll find a list of critical articles and lawsuits levied against the fast-food mega-chain. They’ve hit on a compelling branding position but failed to deliver it reliably. Their brand image has suffered.

Brand authenticity and follow-through are vital.

3. Resonate with your target audience

Ensure that the brand identity strikes a chord with your intended demographic. Utilize brand health metrics like branded impressions, internet search volume, branded keywords performance, and more.

Monitor social media interactions, online reviews, and feedback from customer service teams to gauge brand reception. A brand targeting Gen Z might track TikTok engagement or trends on platforms frequented by this demographic.

Once the brand’s health and resonance have been confirmed, it’s time to roll out marketing strategies, ensuring that every campaign and interaction bolsters the brand identity and connects with the intended audience.

Branding is more than just a logo or a catchy slogan; it’s a promise, an experience, and an emotional connective tissue that links customers to companies.

As you venture into the execution phase of your brand strategy, consider these five golden rules to make your brand’s presence stand out:

• Story over products. People resonate with stories. While quality products and services are essential, what sets top-tier companies apart is the power of their narrative. Consider brands like TOMS Shoes, which center their brand story on giving back.
• Embrace distinction. In a sea of competition, swimming in a different direction is vital. Merely being better might not cut it, but being different creates recall. An excellent example of this is Apple’s emphasis on user experience rather than product specifications.
• Craft consistent narratives. Amidst the clamor of countless brand messages, you might not always be the loudest. However, a consistent, resonating message will be remembered. Prioritize quality and consistency over quantity.
• Customer-centricity is key. Successful brands pivot their messaging around the benefits and successes of their customers rather than their achievements. CRM platforms like Salesforce highlight customer success stories as a testament to their product’s effectiveness.
• Step into your customer’s shoes – with empathy. Empathy differs from sympathy , requiring you to understand, resonate, and connect with your customer’s needs, desires, and pain points. Regular feedback sessions, surveys, and community engagement can help understand your audience’s needs and sentiments.

Nike’s branding, with its iconic “Just Do It” tagline, centers on inspiration, motivation, and empowerment. They have consistently framed their brand around the ethos of perseverance, determination, and achievement.

By collaborating with high-profile athletes, they further position themselves as the brand for champions.

Nike’s digital strategy emphasizes storytelling, focusing on athletes’ journeys and Nike products’ role in their success. Through this, they inspire their customers to see every hurdle as an opportunity, making them not just a sports brand but a lifestyle.

Airbnb differentiates itself from conventional accommodations by promoting a “home away from home” experience, allowing guests to immerse themselves in local neighborhoods.

Their brand strategy revolves around sharing real stories of hosts and guests across digital platforms. From interviews on YouTube to anecdotes on Instagram,

Airbnb underlines the unique and authentic experiences it offers. Tapping into actual stories fosters trust and creates an emotional connection with users. Their consistent red and white color palette further solidifies their brand identity, symbolizing warmth and belonging.

Apple’s brand is a testament to innovation, simplicity, and premium quality. Their strategy emphasizes a curated product lineup, targeting the high-end market, and ensuring profitability.

Apple evokes emotions, focusing on creativity, innovation, and user empowerment. Their minimalist design and user-centric approach have resulted in an intensely loyal customer base.

On the content front, Apple prioritizes high-quality, informative content highlighting the user experience, ensuring their brand remains synonymous with excellence and innovation.

The brand turned its very name into a synonym for soda. Coca-Cola’s branding is all about sharing joy and creating moments of happiness.

Their campaigns, such as “Share a Coke,” where individual names were printed on bottles, brought a personal touch to a massive global brand. By focusing on shared experiences and evoking feelings of nostalgia, they’ve established a timeless brand that resonates across generations.

Starbucks isn’t just about coffee; it’s about the experience. Their brand strategy revolves around creating a “third place” between work and home where people can relax, catch up, or work.

In the digital realm, their loyalty program and mobile app keep customers engaged, offering personalized deals and making the purchase process seamless. The green mermaid logo signifies a coffee cup and a whole ambiance.

Tesla, under Elon Musk’s direction, redefined electric cars. They aren’t just environmentally friendly; they’re luxury, performance vehicles. Tesla’s brand focuses on innovation, sustainability, and the future of driving.

They rarely spend on traditional advertising instead of relying on word-of-mouth, media coverage, and Musk’s influential online presence.

In music streaming, Spotify stands out with its personalized playlists, user-friendly interface, and platform for new artists.

Their brand strategy hinges on understanding individual listening habits and curating experiences. With features like “Discover Weekly” and “Wrapped,” they engage users by showing them insights into their behavior and tastes.

In luxury fashion, Gucci reigns supreme by balancing its rich heritage with contemporary pop culture.

Their strategy involves blending traditional Italian craftsmanship with modern designs and aesthetics. They engage younger audiences online by leveraging influencers, creating compelling digital campaigns, and even diving into the world of memes.

Originally a DVD delivery service, Netflix became the world’s top streaming platform by understanding changing consumer habits.

Their brand is about entertainment freedom—watching what you want, when you want. Investing in diverse, original content and catering to global audiences, they’ve created a brand that stands for innovative entertainment.

Lego’s brand strategy centers on fostering creativity and imagination. While they are toy bricks, Lego emphasizes the countless possibilities they offer.

Their marketing often showcases intricate Lego builds, emphasizing the limitless creativity the toy inspires. They’ve engaged users online with video content, games, and even movies that echo the same imaginative spirit.

Branding is an art and a science, intertwining emotions with strategy. By taking the time to craft and execute a robust brand strategy, companies set the foundation for sustainable growth, strong customer loyalty, and long-term profitability.

More About Marketing:

Sms marketing: the ultimate small business guide [2024], understanding organic traffic: a comprehensive guide, social media marketing: the ultimate small business guide for 2024, instagram marketing: the ultimate small business guide for 2024, maximizing profits with brand loyalty: the complete guide, brand pillars: what they are, why they matter, and how to create them, navigating digital marketing: the ultimate guide for…, 8 tips to engage website visitors and reduce your bounce rate, personalized marketing: the ultimate guide to winning customer hearts, the ultimate guide to creating a successful landing page for…, small business guide to lifecycle email marketing: how to grow…, youtube marketing: the complete small business guide for 2024, what is omnichannel marketing unlocking its secrets through…, how to create brand messaging for the new normal, mastering follow-up emails: a complete guide for small…, design done better.

The easiest way to get affordable, high-quality custom logos, print design, web design and naming for your business.

Learn More About Marketing

• Landing Your First Customers
• Lean Marketing
• Quick Marketing Tactics
• Increasing Conversions
• Brand Authority
• Brand Authenticity
• Marketing Psychology
• Content Marketing
• Social Proof
• Chatbot Marketing
• Getting Actionable Feedback
• Powerful Marketing Words
• Compelling Marketing Copy
• Word of Mouth Marketing
• Influencer Marketing

Actionable business & marketing insights straight to your inbox

Subscribe to the crowdspring newsletter and never miss a beat.

How To Build a Brand: A 9-Step Guide for 2024

Brand building is a crucial part of launching a new business. You may have an exceptional idea or a groundbreaking product, but if you don’t back it up with a strong brand, it’s likely to remain unnoticed. A brand helps you communicate your story, highlight your USP, and connect with your audience on a deeper level.

This guide will walk you through the process of building your brand from the ground up. You’ll learn how to design a memorable logo, create the perfect slogan, and define a unique brand personality that sets you apart from competitors.

Start selling online now with Shopify

What is a brand?

A brand is the unique identity of a company that shapes how it is perceived by consumers. It encompasses visual elements like your logo and website design, as well as your tone of voice, mission, values, and more. A brand has a set of rules—called brand guidelines—that dictate how you should market and present your image.

What are the foundational elements of a brand?

Building a brand goes beyond just having a logo, slogan, or color scheme. Before you can start working on website design or developing marketing materials, you need to lay a solid foundation.

Here are the essential elements that should be part of your new brand guidelines document:

Mission and values

Your brand’s mission is a statement that clearly defines its objectives, purpose, and direction. Your brand values are the fundamental beliefs that your business stands for in this industry. Both are crucial when building your brand because they guide your decisions and actions. Everything your brand does should line up with your mission and values.

Brand voice

Brand voice is the style of communication that your brand uses to engage with its audience. Defining your brand voice early ensures brand consistency across all touchpoints. You can experiment with different tones (formal, candid, authoritative, etc.) in the early stages of brand building. Use the feedback and reactions from your audience to develop a cohesive voice for your brand.

Target audience

Identifying your target audience is key in the early stages of launching a brand. What age group do they fall under? What types of media do they consume? Knowing these details about your audience will help you craft a brand that appeals directly to them.

Brand identity

Your brand identity is made up of your business name and the visual elements that make its appearance unique, such as your logo, color scheme, photography style, and social media handles. Brand identity also covers your brand story and unique selling proposition (USP).

Style guide

A style guide is a section of your broader brand guidelines. It lays out exactly how your brand will appear on different platforms or channels. Influencers and media agencies can use it to ensure they’re using your logo, fonts, brand voice and tone, and overall aesthetic correctly.

The importance of brand guidelines

Brand guidelines are your brand’s playbook. This document or collection of documents takes a stance on your brand’s appearance across different channels. Brand guidelines capture the decisions you make during the brand-building process so that others can understand and use your branding assets.

A well-crafted set of brand guidelines will help your company:

• Maintain consistent branding across every interaction point
• Align staff, freelancers, retail partners, and agencies with your brand’s core message
• Streamline the hiring and training process by defining the traits valued in employees
• Serve as a key reference during communication crises
• Adapt and expand alongside your brand’s evolution

How to build your brand: a 9-step checklist

Now you know what a brand is, let’s look at how to build one from scratch.

1. Conduct market research

Building a successful brand starts with understanding the market. You need to identify who your potential customers are and who you’re competing against. Every solid business plan and brand strategy is based on this very research.

There are several ways to conduct market research before you start building your brand:

• Talk to people who might be your customers. Ask them about the brands they like in your area.
• Search online for your product or service to see who you’re up against.
• Scroll through social media to find out which pages or accounts your potential customers follow.
• Experience shopping from a customer’s perspective, both online and in stores.
• Keep an eye on the latest trends in your industry by reading articles, browsing social media, and using Google Trends.

During your research, identify what the leading brands are doing right. Understand what makes you different—this is your USP.

It’s also crucial to note your target audience’s habits, such as their preferred platforms, the language they use, and how they interact with brands. This information is key to developing an approach to effectively reach and engage with them.

2. Create a positioning statement

A brand positioning statement is a few lines that define your brand’s role in the market. It might not be something you share directly with customers, but it’s crucial for shaping your brand’s narrative and guidelines.

In this statement, you detail what you offer, who it’s intended for, and how you’re different. This unique aspect of your brand is what will help you attract attention in a crowded market.

Here’s a template you can use to create yours:

We offer [PRODUCT/SERVICE] for [TARGET MARKET] that [VALUE PROPOSITION]. Unlike [COMPETITION], our [KEY DIFFERENTIATOR].

Here’s how an example might look:

We offer chic, eco-friendly dresses for the modern woman that transition seamlessly from day to night. Unlike other fashion labels, our fabrics are 100% organic.

And here’s a real-world example:

3. Develop your brand voice and tone

Think about how you want to sound to your customers and the feelings you want to stir up when they interact with your brand. Is your voice playful or more on the serious side? Do you aim to be a comforting companion, a spark of creativity, or a voice of wisdom?

Create guidelines that outline the language styles you will embrace and those you’ll avoid in your messaging. And consider how your tone might shift across different channels, such as social media compared to customer service.

4. Choose a business name

Your company’s name is one of the key defining elements of your brand. Ideally, you want a name that isn’t already in use, has an available domain name, and reflects your brand or products well. It should be easy to remember and hard for others to replicate.

Here are a few approaches to choosing a brand name:

• Start with your own name (e.g., Donna Karan or DKNY).
• Combine parts of words (a portmanteau), like Pinterest (pin + interest) or Snapple (snappy + apple).
• Shorten a longer name into an acronym (e.g., HBO for Home Box Office).
• Twist a word’s spelling, drop or add letters, or give it a Latin twist (e.g., Tumblr or Activia).
• Pick a name that describes what you offer (e.g., The Shoe Company or Home Depot).
• Opt for a suggestive word or metaphor that reflects your brand’s essence (e.g., Buffer).
• Choose a word not typically linked to your field and give it new meaning (e.g., Apple for computers or Maple for health care).
• Invent a completely new word (e.g., Pepsi).

5. Outline your brand’s story

Your brand’s story is essentially the “why” behind your organization. All businesses need to have a purpose (beyond simply making money). Think about why you set up a business and how your products can positively impact people’s lives. 

For instance, eyewear brand Warby Parker is built on the desire to deliver high-quality eyeglasses to customers worldwide, at a reasonable price. 

The company tells its story about how it found a way to serve customers by avoiding conventional channels. Engaging with customers via direct online channels allowed it to offer good quality eyewear at a fraction of the cost.

The narrative identifies Warby Parker as a customer-first brand while outlining its commitment to providing affordable fashion to customers.

A good story can prompt customers to fall in love with your business and generate respect for your brand. 

6. Establish your brand’s look

Establishing your brand’s look means deciding how you’re going to help customers identify your company at a glance. What visuals will make your brand stand out in their mailbox or inbox? When they browse online, what design elements will make them think, “That’s the one”? How will the style on your website make them feel at home and confident they’re in the right place?

Important parts of your brand’s look include:

• Brand colors: These are the colors you pick for everything related to your brand, like your website, emails, and boxes. Colors touch people’s feelings. Red, for example, is all about excitement, while blue is calm and trustworthy.
• Fonts: The style of your writing matters too. Sans-serif fonts feel modern and easygoing, but serif fonts look classic and serious.
• Imagery: The photos and drawings you choose say a lot. They should match the vibe you’re going for and speak to your audience directly.

Once you have the various elements you need to build your brand image, create a set of visual guidelines for your team and any external partners to refer to when presenting your company or personal brand.

7. Create a slogan

After setting up your brand’s direction and narrative, it’s time to create a memorable slogan. A great slogan is concise, sticks in people’s minds, and helps spread the word about your brand.

Consider the following strategies for making your slogan:

• Highlight what makes you the best, like Lush’s motto: “Fresh Handmade Cosmetics.”
• Use imagery or comparisons, similar to how Canon encourages, “Delight You Always.”
• Directly address your audience, as seen in Dollar Shave Club’s “Shave Time. Shave Money.”
• Mirror your customers’ outlook, similar to Adidas encouraging “Impossible is Nothing.”
• Opt for something rhythmic, like KitKat’s “Have a Break, Have a KitKat.”
• Convey the feel of your brand, similar to Patagonia’s “Built to Last.”

8. Design a logo

Your logo is another key aspect of your visual identity. Alongside your name, your logo will be one of the first things your customers recognize in your brand. 

A great logo is meaningful and easy to understand. For example, Apple’s iconic apple image with the bite taken out of it doesn’t require any explanation. The best way to ensure your logo has the right impact is to work with a professional designer to help capture your visual essence. 

A designer will be able to talk you through the different kinds of logos you can consider, such as:

• Brand emblems: A brand emblem is an image placed in a circle or shield in most cases. A great example is the Starbucks logo. Emblems have a sophisticated and traditional look.
• Mascot logos: Mascot logos often center around a specific character, like Wendy’s logo. They can help to humanize a business with a unique face. 
• Lettermarks: Lettermarks transform an acronym name into a visual logo. The IBM logo is an excellent example of this.
• Icon: Icon logos use a simple image as an identifier, like the Twitter bird. They’re great for bringing a memorable visual to your brand image. 
• Wordmarks: Wordmarks use a stylistic font to transform your brand name into your logo. These logos are excellent for making your name more memorable. 
• Combination marks: Combination logos bring the name of the company and an image together, like the Taco Bell logo, for instance.

9. Integrate your brand everywhere

Businesses need to show their brand in every place to make it memorable. Applying your branding across all touchpoints gives it a cohesive brand story and fosters trust among the audience. Begin by integrating your brand into your:

• Ecommerce store: Choose a store theme that’s perfect for your brand identity and implement your company colors . Remember to showcase your logo on every page and highlight your brand voice in your website content. 
• Social media: Social media is an excellent tool for building awareness for your brand. You can share posts that highlight your personality, post pictures and graphics representing your brand, and even encourage people to share your brand with their friends and colleagues. 
• Marketing campaigns: Your brand should be clearly visible in every marketing campaign, whether you’re sending out email newsletters or connecting with customers via podcasts . Consistent brand representation is key to effective brand marketing. 

Start building your brand

A strong brand is a must-have for any business. Without it, you can’t connect with your customers on an emotional level. Building a brand gives them something to resonate with and spread the word about. A brand is what keeps people coming back, distinguishes a business frorm its competitors, and turns one-time visitors into loyal customers. 

Never underestimate the importance of building a brand. 

How to build a brand FAQ

Brand identity represents how your brand is seen by customers, competitors, and the public. It encompasses your values, brand personality (including the voice and tone), and visual style. Your brand identity is reflected in every aspect of your company—including your logo, how you market your brand, the words you use, and the shopping experience you provide.

What is a brand kit?

A brand kit is a guide or document containing all the information necessary to represent a brand accurately. It usually comprises the company’s name, logo, color palette, and other approved visuals. Additionally, the kit might include details about the company’s founders, team, products, and objectives. A brand kit is an essential resource for PR teams, brand ambassadors, influencers, and affiliates. It ensures everyone talking about your brand gets its personality and voice right.

How do you build a brand with no money?

To build a brand without spending money, jot down your ideas and vision on paper—covering aspects like your brand’s unique voice and the values you want to embody. Then, craft a set of guidelines that define how your brand presents itself. If you can’t hire a pro to assist in the brand-building process, use free online tools to help you create a logo, find a company name, generate social media templates, and craft compelling copy.

Want to learn more?

• Bootstrapping a Business: 10 Tips to Help You Succeed
• The Ultimate List of Small Business Software & Tools
• Top 50 Ecommerce Resources to Grow Your Business
• 10 Vital Strategies to Use When Marketing to Generation Z

32 Best Free Video Editing Software Programs in 2024

Looking for the best free video editing software? Check out our list of the top 32 video editors for desktop, mobile, a…

How to Create an Online Course: 10 Easy Steps

Learn how to create your own online course in 10 easy steps. Start teaching and sharing your knowledge with people worl…

SEO Report: Definition, Components, and How to Create

Craft an impactful SEO report with this guide. Learn actionable tips and expert insights to ensure your report achieves…

Oberlo uses cookies to provide necessary site functionality and improve your experience. By using our website, you agree to our privacy policy.

Building a brand — a step-by-step guide

Building a brand from start to finish is a demanding task. Whether you’re creating a new brand for a new business, designing a new brand after a merge, or rebranding an existing company, the process takes time, money, and lots of research.

But a strong brand image is the most practical step to cultivating the reputation you want with your audience. Brand building is a big job, but it doesn’t have to be complicated.

Building a brand consists of these 10 steps:

• Identifying your audience
• Research your competitors
• Define your brand’s purpose and position
• Develop a personality and brand voice
• Create your brand story
• Pick a brand name
• Write a slogan
• Design your brand look and logo
• Integrate your brand into your business
• Don’t be afraid to rebrand

We’ll also cover:

What is a brand?

What does brand building involve, how to build a brand.

A brand is a set of visual assets, stylistic choices, and other resources that combine to form a cohesive image. A brand is more than a logo, name, or slogan. It could include almost anything that contributes to your company’s reputation — like the tone used in your messaging or the dress code for your employees. The various ways you’re perceived by the public is your brand.

A strong brand image helps differentiate your business from the competition. If you can establish a positive impression among your audience, attracting leads and retaining existing customers will become easier over time. This could lead to organic marketing as loyal customers feel inclined to advocate for your brand.

Branding tactics typically fall into one of three categories — brand strategy, brand identity, and brand marketing. While these overlap, there are also important distinctions between them. All three are needed to develop a powerful brand image.

Brand strategy

Brand strategy determines what you want the brand to look like at a high level, prioritizes goals, and plans accordingly. Consistency is fundamental to a strong brand so it’s especially important to create a clear plan before addressing the fundamentals.

Consider if you want the brand to have a professional and authoritative tone, or a casual and conversational one. Determine what demographics you want to target. Clarifying these types of factors will help you in the initial steps toward building your brand.

Brand identity

Your brand identity is how you want to put basic concepts to practice. This involves concrete tasks like deciding on colors, brand messaging, and more. These should all tie together so audiences can recognize your brand in different contexts and on different channels.

Brand marketing

Marketing your brand is about how you use your strategy and identity to generate the best outcome for the business. Brand marketing focuses on questions like what social media platform to target or how to allocate advertising budgets. This should be handled by marketers who understand how to create messaging and run campaigns.

Ten steps to building a brand probably sounds like a lot, but it’s a manageable process if you break it down. Let’s take a look at what brand building looks like in practice.

1. Identify your audience

Before you can work out how to develop a brand, you first need to think about who that brand is for. Clearly identifying your target audience is an easy step to skip in brand building, but the reality is that different people respond to different tones, aesthetics, and brand personalities. If you start by considering what that audience is looking for, you’ll have much less trouble designing a brand that engages and connects with them.

One simple way to identify your audience is to create buyer personas . A buyer persona is a rough sketch of the typical lead you want to sell to. It should include basics such as age, location, and income as well as more in-depth information like political views, product use cases, and any related brands they buy from. Of course, you’ll naturally learn about your audience over time as you develop the brand and make more sales.

2. Research your competitors

Conduct competitor research to get a better idea of how to cultivate a unique niche. Find a way to match competitors’ strengths while capitalizing on weaknesses like market inefficiencies or underserved sectors.

Examine other areas of competing brands as well, like websites, pricing, and voice. Strong SEO practices can generate steady web traffic through organic search, and competing websites should give you a good idea of which topics to target. You can also use keyword research tools to identify subjects that aren’t being targeted yet by competitors.

A competitor research spreadsheet like the one shown above may help you prioritize your findings. This should provide a clear view of how your company compares to others in the same industry and help you find more effective ways to differentiate your brand from the competition.

3. Define your brand’s purpose and position

Think about where your brand fits in your industry. Start with a single purpose or mission statement that clearly communicates what you want the brand to accomplish. This statement will inform other branding activities, so it needs to align with your business plan as well as your core values.

If you’re having trouble creating a mission statement, try answering a few fundamental questions about your business. For example:

• Why does your company exist?
• What problem can your product or service solve?
• Why should customers buy from you instead of a competitor?

Remember that a mission statement is intended primarily for internal alignment rather than for audience-facing marketing campaigns. You’ll have time to craft marketing messaging later on, so don’t spend too much time trying to make your mission statement catchy. For example, Nike’s slogan is “just do it,” but the company’s mission statement is less flashy — “To bring inspiration and innovation to every athlete.” That purpose helps guide all of the company’s activities from product design and development to marketing and sales.

4. Develop a personality and brand voice

Personality is one of the most important aspects of your brand. It’s the easiest way to demonstrate that your company is unique, and it’s what will attract the type of customers you want.

The same voice should echo across brand operations — from web copy and social media profiles, to emails and product pages. Whenever a customer interacts with your brand, they should hear the distinct brand voice and see your personality. The voice you choose will depend largely on your audience, mission statement, and industry. For example, Gen Z audiences often use slang, so you might consider integrating that into your brand voice if you want to connect with that type of audience.

Research what personality your target audience is interested in within your field for inspiration. There are five basic brand personalities you can review to help you conceptualize, define, and develop your unique personality.

• Sophistication

Once you understand your brand’s personality, develop an editorial style guide. Imagine your brand as a real person and speak like you think they would. Decide how formal or informal you want to be, even drilling down to word choice and contraction usage.

For example, Harley-Davidson uses a rugged, adventurous tone that customers have come to identify with their brand.

5. Create your brand story

Stories connect people on a personal level, so using them in your marketing is a great way to appeal to customers.

The book Building a StoryBrand by Donald Miller provides an outline of what to include in your brand story. It starts with a character — your customer — and a problem. The character meets a guide who gives them a plan and a call to action to help avoid future failure. This simple formula can be used by casting your brand as the guide and your unique value proposition as the plan.

• Hero. Give a face to your customer to help them relate to your brand. You did a lot of this when you built buyer personas in step one.
• Conflict. Like in any good story, the stakes should be high. Assess what your customer wants or needs. Expose the practical need but don’t forget to appeal to emotions.
• Guide. Show your customers why your brand is the solution to their dilemma. Provide client testimonials that highlight the differences between your brand and the competition.
• Climax. Give your customers an idea of a potential negative impact of not choosing your solution. Then deliver your call to action.
• Resolution. List several promises your customer can rely on if they choose your brand. Show how their decision will lead to success.

Storytelling is a great supplement to your mission statement. It can explain why your brand exists and its beliefs. Once you’ve established your story, incorporate it into ads and landing pages.

Burt’s Bees introduces their story on the search results page. The copy presumes the customer has the problem of taking care of their skin, but also faces the dilemma of not sacrificing their health with harsh chemicals. The brand then offers the perfect solution — natural products.

6. Pick a brand name

Naming your brand is one of the most important decisions you’ll make. Most top brand names are either abbreviations or one to two words — memorable and easy to remember.

There are some simple techniques you can use when creating a name for your brand.

• Made-up words like Adidas
• Inspirational figures like Nike — the winged goddess of victory in Greek mythology
• Relevant words or phrases like Mastercard for a brand of credit or debit card
• Word combinations like Facebook
• Altered words like Tumblr

Before committing to a particular name, search for the name and similar variants on Google to make sure you won’t face too much competition. Choosing a name that resembles the name of a competitor can pull traffic away from you and send it to them.

7. Write a slogan

A strong slogan is invaluable. It needs to be brief yet descriptive so that it can easily fit in many spaces like your bio on social media, website header, email signature, and more. Your slogan needs to be both concise and easy to remember as well as consistent with the rest of your branding efforts. No matter how catchy and memorable your slogan is, if it clashes with the rest of your branding customers can become confused by the conflict.

Beyond being concise and impactful there is no definitive criteria for creating a slogan, but below are few approaches to help you start.

• Use a metaphor. Skittles uses “Taste the rainbow” as a metaphor to convey the range of flavors and colors of their candy.
• Capture an attitude. Toyota’s “Let’s go places” express the adventurous spirit of their consumers who use their vehicles to explore the outdoors.
• Describe what you do. Home Depot’s “How doers get more done” quickly states their objective — to provide DIYers and contractors with the means to complete projects.
• Highlight your benefits. Rothy’s “Reduce your carbon footprint in style” targets the eco-conscious buyer and tells them the two benefits of their brand — style and reduced environmental impact.
• Create a catchy rhyme or saying . Bounty’s “The quicker picker upper” both rhymes and showcases its claim to be more absorbent than other paper towels.

Unlike a brand name, your slogan can change. As you engage with your target audience, see which approach resonates with them and tweak your slogan. Wendy’s has changed their slogan several times in the decades they’ve been in business. In 1984 they started with “Where’s the beef?” which was a huge success. Next they tried "Give a little nibble,” which ultimately failed and the company pivoted to extolling their use of “never-frozen” patties.

8. Design your brand look and logo

One of the first impressions people will have of your brand is the logo. It’s the face of your brand, so you need to design a good one .

A logo often incorporates a variety of visuals, so there are several points to consider. Your color palette, choice of typography, and imagery are three effective design elements that are involved with logo creation.

Colors used in branding can also convey a specific message. Be mindful of the psychological effects of color when designing your logo and brand. Research color theory to help solidify what you want your brand to represent and how you want it to make people feel.

https://main--bacom-blog--adobecom.hlx.page/blog/fragments/adobe-color-wheel

Choose a font that represents your brand voice and personality well. Fonts communicate tone and brand identity as much as color and images. A bold, wide font implies strength. A serif font is often associated with authority. A script font can let audiences know your brand is more playful.

If you decide to include text in your logo, keep in mind that it needs to be easy to read even when the platform or material forces it to be very small or in simple black and white.

There are a few general types of images generally used for logos. Choose something that aligns with your business and marketing goals.

• Mascots are usually a face of a person or personified animal. This type of logo is used to humanize a business through familiarity. Think of the red pigtailed, freckled girl that represents Wendy’s.
• Emblems are often circular and combine text with imagery, like the Starbucks Siren.
• Abstract logos focus on shape and color rather than meaning — the latter comes to fruition after consumers associate the other elements with a brand. The Google logo is a great example of this type of logo.
• Monograms , also known as lettermarks, create a symbol from one or more letters of a brand name. For example, luxury fashion brand Chanel turns the initials of founder Coco Chanel into two interlaced Cs.
• Wordmarks only include the name of a brand — with no additional symbols or mascot. These types of logos, like Coca Cola, focus on typography and color.
• Icons are a visual metaphor of a brand. The Twitter bird represents the tweet aspect of the social media platform. Another example is the Burger King icon where the words replace the meat in a burger between two buns.
• Combination logos include multiple types like text with an image or icon. This is ideal for brands that feel like one logo type is just as essential to their identity as another. At one point, the Domino’s Pizza logo was a unique combination of wordmark within the icon.

If you want your brand to be associated with something specific, draw inspiration from a familiar source and make something unique but easily identifiable. Consider the bold, red bullseye that most American shoppers associate with Target. The logo corresponds to the brand on a literal level.

9. Integrate your brand into your business

Once you’ve established the foundation of your brand, it’s time to integrate it cohesively throughout your company.

Create a style guide to ensure you have a unified voice and presence across every channel. Outline how you want your brand to sound, look, and feel as a reference. Your brand’s personality should be evident through every social media post, marketing campaign, and the design of your website.

Warby Parker has created a customer-centric brand focused on creating engaging experiences both online and in-store. The clean and sophisticated design spans all aspects of the company, from the home try-on boxes to how the products are organized on the shelves. The brand voice is straightforward and mission-driven, using plain language to approach the community and explain benefits. This consistent messaging ensures customers can expect similar experiences no matter what brand platform they’re interacting with.

10. Don’t be afraid to rebrand

While brand consistency is critical for long-term stability and engagement, you don’t need to continue with strategies that aren’t working. Sometimes, a rebrand is the most practical solution to continue appealing to your consumers while helping you attract a new audience.

A rebrand can refer to something as simple as a minor logo change to a complete transformation of color scheme, tone of voice, and target demographic. Depending on the goal, something as simple as an adjusted logo font can have a significant impact on your public-facing image.

Rebrands should be carefully tested before being implemented. Start by gathering feedback directly from existing customers to understand how they currently view your brand. Your loyal customers should take priority over potential leads. You can still try to get responses from other groups that resemble the new target audience, but avoid alienating your existing customers since they’re your most valuable audience.

One example of a successful rebrand is Dunkin’. After being known as Dunkin’ Donuts for nearly 70 years, the coffee company got its new name in 2019. This came after more than a decade of using the slogan “America runs on Dunkin’,” which gave the brand ample time to gauge how audiences would react to the shortened name.

After announcing the change in late 2018, Dunkin’ was privately sold at a valuation of $106.50 per share in 2020 — an increase of roughly 50% in just two years. This is just one case study that demonstrates how a seemingly minor branding change can introduce opportunities.

Get started with brand building

Brand building is the process of defining your strategy, identity, and marketing to determine how you want to be perceived by your customers. It’s not just one element like your name, but a combination of your goals, visuals, tone, and campaigns. All these elements help deliver visibility so the audience can see your brand and interact with it how you see fit.

Having various customer engagement tools available is a major advantage even before you start building your brand. Effective customer experience products can help you understand how to engage with customers across channels in advance.

Adobe Experience Cloud helps build compelling brands through impactful digital experiences. Take advantage of the comprehensive portfolio of customer experience products and services. Inspect customer interactions, understand current customer needs, and design and deliver digital experiences that build customer loyalty and drive brand success from beginning to end.

Learn more about Experience Cloud and find your solution to more meaningful B2C and B2B customer experiences to solidify your brand among competitors.

https://business.adobe.com/blog/how-to/whats-in-a-brand-how-to-define-your-visual-identity

https://business.adobe.com/blog/perspectives/future-proof-your-business-with-adobe-commerce-2-4-4

The Ultimate Guide To Creating A Brand Marketing Plan

Now more than ever, brands need a robust and complete marketing plan – even before they have named their company. I am not kidding. Your marketing plan – which includes crucial sections such as brand strategy, positioning, brand naming, brand identity development, product development and pricing, outlining your distribution, sales and retention plans, marketing channels and campaigns etc should be the first thing to start working on when you have decided to launch a new brand.

The Importance of a Comprehensive Brand Marketing Plan

It is important to understand that there can be no such thing as a universal marketing plan. That is because each industry and market segment is different and how you approach the story or messaging for that sector would be different. This article is meant to be a general guide which layout all the important section you need to work on. If you are new to branding, then I suggest you start with this step by step guide first.

Scope of the marketing plan

Before anything else, I am sure we all agree that good planning is required to launch and run a successful business. A brand marketing plan is a roadmap that outlines all the strategies, tasks, activities and costs needed to make your venture a success. First we start with the plan’s scope to understand the goals and what we are taking on.

Here we start with describing our company, business and brand along with the markets we serve, the product or service we wish to sell and a high level description of the marketing plan, strategic goals and financial goals.

Positioning 

In this section we will outline how we plan to differentiate our brand and our offering in the marketplace and stand out in the competitive landscape. We need to research and document the characteristics of the market as well as build detailed buyer personas to understand the buyer’s journey.

Brand Strategy

In this section, we outline the entire experience that our target audience will have with our brand and our offering. We talk about the brand story, personality, vision and what we represent. We work out the promise we deliver to the market.

Product, Service and Pricing

In this section we describe our products and services and analyze their suitability in the market and the fit to our target market. We then define our pricing strategy which should be consistent with our positioning strategy and the value we are delivering to the market.

Distribution, Sales and Retention Plan

This section outlines the distribution channels we need to focus on to access our market along with any direct sales plans and upselling and cross-selling customers.

Marketing Campaigns

This section outlines the major marketing campaigns we could run, including email marketing, social media marketing, publicity and other traditional media.

Key Components of a Successful Brand Marketing Plan

I advocate a middle path. A great marketing plan should be detailed enough to act as a guide when we go about building the company and we refer to each section before engage in the activities. This is as important as knowing how to figure out the ROI of your marketing strategy .

To begin with, establish a rough timeline for your marketing plan and make sure you add in some padding and buffer for each section. Underestimating the time a particular section or task takes would be the downfall of any marketing plan.

In the objectives section of the company, we are trying to describe the company, the markets we serve, the products or services that we are offering and high level strategic goals.

Introduction

The company introduction would serve to give any potential investors the background information on the brand and help make sense as to why the venture is interesting.

Products & Services

Clearly describe your product or service including details of the problems they solve and how they would make your customers lives better. You can not be too detailed and often as you go through this section, you will start realizing things about your product or service that you never thought of before and those that add more value to your brand.

A description of the market we want to play in along with a detailed description of market forces that may influence your brand . This is very critical to anticipate potential obstacles.

Strategic Goals

Here we list down some high level strategic goals such as perhaps increasing market share, out gunning competition, building brand awareness, creating strategic partnerships or increasing publicity.

Numeric Goals

Here we list potential numeric goals that our business must achieve. These include total revenues, new customers, distribution channels, market share etc.

Competitive Positioning

It is all about standing out in the competitive landscape. But please do not confuse this being loud and attracting attention. That comes under marketing campaigns. Here we are talking about fundamental and real differentiation that goes deep into the soul of the brand.

Market Analysis

Start by creating detailed market profile. Try and understand the pain points that your product or service is trying to address. Who are your customers? What is their world view? Create detailed and robust buyer personas.

When analyzing the market, you should look at the following:

• The industry or industries you are addressing
• Define the market size
• The geographical area you plan to cover
• If it is B2B then the idea company size, stage and structure
• Who makes the buying decisions?
• How is the competitive landscape ?
• Trends in your market
• Is your market growing or contracting?
• What are the influences on the market?
• What stage is your market lifecycle – introduction, growth, maturity or decline?

The last one is particularly import to figure out since the stage of your market lifecycle will determine your positioning approach. For example:

• If your market is in the growth stage then you would focus on why your target market should buy from you and how you are different and better than your competition.
• If your market is in the maturity stage then you would be better off focusing on why your product or service is better. You may have to look at your pricing strategy more carefully in this stage.
• If your market is in the decline stage, then you may be forced to focus on price or try and go niche while innovating to increase market share or the price.

Market Segmentation / Buyer Personas

Your market segmentation can be based on one or more of the following:

• The problems being faced by your potential customers and the solutions they have on hand
• The buyer personas themselves
• Purely industry or geographic segments

When evaluating problems faced by your customers, consider the following:

• How are your potential customers solving their problem at the moment?
• How is the competition solving these problems for your customers?
• Do you have a better solution you can offer?
• What is the most important thing to your customers?
• Why should the customers buy from you rather than your competition?

When looking at your product or service, be very critical. Do you merely think that you have a better solution or is it really the case? Most businesses think they have a better product or service. The reality is the very few really do have a differentiating offering.

Creating a detailed and realistic buyer persona can shed light into your customers world view and enable you to craft a positioning strategy that will directly connect with them. The goal is to create a strategy that will make your brand a cult.

Here is a detailed guide on how to create buyer personas .

Competitive Analysis

Thinking about your competitors is an important part of your positioning strategy. You will need to research your competition for your brand success. By doing this you will also be able to shed light on new opportunities or identify mindshare owned by an competitor that you can aspire to.

Start by figuring out the criteria that you will use to rate your competitors against your brand. Different market segments may require different criteria so don’t be lazy when coming up with the list. Examples if the criteria could be things like price, quality, uniqueness, features, service, innovation, brand recall, reputation, market share and so on.

Once you have completed the rating, try and answer questions such as

• Where do you score high or low in term of categories?
• Are there any categories where you score quite low?
• Do you see any categories where you think you can improve the score right away?

Dovetailing from this, it would also help if you can try and figure out your competitors value propositions. Value propositions can be of three types – either your competitors deliver value through operational efficiency or they do so with product leadership and innovation or they have super customer service which makes them stand out. Knowing which of these three options your competitors are utilizing in their positioning strategy would be invaluable.

A brand strategy would include the messages your broadcast, the service your provide, your terms and your policies, the emotion your brand evokes and the personality of your brand.

Brand Essence

Figuring out the emotion that your brand needs to tap is fundamental to your brand strategy. Part of this is to determine wether your brand is focusing on features or benefits. It is not enough to simply say that your brand should always talk about the benefits of your product or service. Some markets may require focus on presenting the features while others would benefit from talking about the benefits.

In an article on how to create an emotional brand , I listed the following tips which help create a winning brand essence:

• Differentiate Between “Features” And “Benefits” – a feature is something that your product or service does while a benefit is how your customer feels from using the product or service.
• Understand What Needs People Have – Figuring out which features of your product or service would translate to emotional benefits should be done with caution and by always keeping in line with your brand’s core values . If an emotional benefit seems manipulative and counter initiate to what your brand stands for, it should not be used.

• Use Emotions To Differentiate Your Brand – If you can figure your brand’s genuine emotional values and communicate that effectively, then you will differentiate your brand and gain not only mind share but also market share.
• What Does Your Brand Mean To Your Customers? – Figuring out what your brand means or should mean to your customers is a critical task when building a successful brand. Does your brand stand for something in your customer’s minds? Does it connect with them in a unique and fresh way? Does it inspire trust and confidence in them?

Brand Experience

To define the experience prospects and customers should have with your brand, start with identifying the personality traits of your brand. If your brand was a human, how would you describe her? Human personality traits would help you come up with creative messaging that would leave your target audience with a great brand experience.

Brand Promise

What does your brand stand for? What promise(s) do you make to your target audience?

The first think to note is that a brand promise is not simply a description of what the company does or offers to its customers. It is what it promises them beyond the service or product on offer. It is the promise of how it will deliver value to the market place.

Brand Visual Language

When business owners look at their brand’s visual imagery, they usually think of the obvious ones such as their logo design, stationery design and perhaps a few other elements such as their social media channels and their website design all of which simply have their logo slapped onto them.

But a brand’s visual imagery goes much deeper than that. It goes into secondary brand marks, official brand patterns, package design, tone of brand visual imagery  & photos and more.

Translating your brand mission  into a distinctive visual identity is fundamental to differentiating your brand in the market.

Product, Service & Pricing

Bad pricing can kill your business . Your pricing strategy must be based on value . Or at least you should strive to get to that. As mentioned above, if your market lifecycle stage is either mature or declining, then you will be sucked into pricing wars just to keep up with competition. In those situations, this guide and the mantra of brand positioning strategy is even more important.

Price your product or service too low and you will attract the wrong customer . Price it too high and you will edge yourself out of the market. The trick is to build your brand in such a way that you do not have to be at the mercy of marketing pricing and can command a premium.

If your value proposition is one of being operationally efficient then you can afford to have pricing similar to or even lower than your competition to succeed. If you are a product leader or innovator then you can afford to have premium prices. And if your customer service is the driver and you deliver luxury experiences , then you can command luxury prices.

Distribution & Sales Plans

There can be many different types of distribution channels and it is time to analyze and identify which ones you should focus on. Channels can include direct sales, online sales, catalog sales, wholesales and distributor sales, dealers and retail sales etc.

If you planning on launching a new product or service into a large market fairly rapidly, then going for a channel with a large sales force or a large retailer would be the best strategy. Of is you are trying to grow your revenue quickly then you will have to look at multiple streams of revenue through multiple channels.

Once you have identified your main distribution channels, you can then outline a sales plan summary for each of them. Use the buyer personas you had created above to aid in your finding out the best sales tactics to use. For example, if your buyer hangs out on Facebook a lot then your sales plan should include sales offers, discounts, coupons and other social media marketing tactics .

At this stage, you do not need to list every single detail of the campaigns you will run in a given time period – a quarter or for the full year etc. You simply need to outline high-level plans with a few ideas and perhaps even a rough indication of the budget.

A few examples of items in your campaigns plan:

• Top 3-4 campaigns you will run and the channels they would be in
• How you plan to use media (emails, social media etc)
• Software and tools you plan to use
• Some rough goals that the campaigns should generate

Although these campaigns plans may significantly change when they are implemented, at this stage, they would serve to give you milestones on the marketing calendar and also help with budgeting.

Expert Strategies for Developing a Winning Brand Marketing Plan

Developing a winning brand marketing plan involves a lot of strategic thinking, research, and understanding of your target audience. Ensuring that your marketing efforts effectively represent your brand and resonate with your customers is essential. Here are some expert strategies for developing a successful brand marketing plan:

1. Understand Your Brand Identity: Your brand identity is the image your business presents. It includes your brand’s personality, values, and purpose. Take time to understand and define your brand identity, as it will form the foundation of your marketing plan.

2. Define Your Target Audience: Your marketing efforts will be much more effective if they are targeted towards a specific group of people most likely to be interested in your product or service. Use market research to understand your audience’s demographics, preferences, and buying habits.

3. Set Clear Marketing Goals: What do you want to achieve with your marketing plan? Is it to increase brand awareness, generate leads, or boost sales? Setting clear, measurable goals will give your marketing plan direction and purpose.

4. Develop a Unique Value Proposition (UVP): Your UVP sets your brand apart. It should clearly communicate the unique benefits customers can expect when choosing your brand.

5. Choose the Right Marketing Channels: Different marketing channels are effective for different purposes and audiences. Consider your marketing goals and target audience when choosing which channels to use. These could include social media, email marketing, content marketing, SEO, and more.

6. Create a Content Marketing Strategy: Content marketing is a powerful way to engage your audience and build brand awareness. Develop a strategy for creating valuable, relevant content to attract and retain your target audience.

7. Monitor and Adjust Your Plan: Your marketing plan should be flexible. Monitor your results regularly and be prepared to adjust your strategies if they are not working as well as you had hoped. Use analytics tools to track your performance and make data-driven decisions.

8. Leverage Influencer Marketing: Influencers can help amplify your brand message to a larger audience. Consider incorporating influencer marketing into your plan if it suits your brand and target audience.

9. Incorporate Social Responsibility: Consumers value brands that take social responsibility seriously today. Consider how your brand can positively impact the community or environment and incorporate this into your marketing plan.

10. Create a Marketing Budget: Determine how much you will spend on your marketing efforts. Your budget should be realistic and consider all possible expenses, such as advertising costs, content creation, and software subscriptions.

Remember, a successful brand marketing plan is a living document that should continually evolve as your business grows and changes. It requires regular review and adjustment to ensure it remains effective.

Crafting Your Brand Message: Best Practices and Examples

Crafting your brand message is crucial in defining your company’s identity, values, and purpose. It’s the core idea you wish to communicate to your target audience, serving as the foundation for all your marketing and advertising efforts. Here are some best practices and examples to guide you in crafting an effective brand message:

Best Practices:

• Simplicity: Keep your brand message simple. Your target audience should easily understand it. Avoid using jargon or complex language that could confuse or alienate potential customers.
• Consistency: Maintain consistency in your brand message across all platforms and channels. This will help to reinforce your brand identity and make it more memorable.
• Authenticity: Your brand message should reflect your company’s true values and mission. Authenticity builds consumer trust and can help foster a loyal customer base.
• Resonance: Make sure your brand message resonates with your target audience. It should speak to their needs, desires, and challenges, helping to establish a meaningful connection between your brand and its customers.
• Nike – “Just Do It”: Nike’s brand message is an excellent example of simplicity and resonance. It’s a call to action that embodies the brand’s ethos of empowerment and determination, resonating with athletes and non-athletes alike.
• Apple – “Think Different”: This brand message encapsulates Apple’s commitment to innovation and individuality. It authenticly reflects the company’s mission to challenge the status quo and provide unique technological solutions.
• Patagonia – “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis”: This message captures Patagonia’s dedication to quality, sustainability, and corporate responsibility. It resonates with consumers who value environmental conservation and ethical business practices.

By following these best practices and taking inspiration from successful examples, you can craft a brand message that effectively communicates your company’s identity, values, and purpose to your target audience.

Admittedly this is a vast topic that I chose to write into a single article. I did however include a lot of links and references to other detailed articles on each of the concepts that I introduce here. Marketing is an art and this guide will help you get started on a blueprint. As go along, you will have to adjust the plan according to your own situation, market, brand values and so on.

If you have any direct questions about this topic, please feel free to reach to me from our Contact Page .

Frequently asked questions

Why is a comprehensive brand marketing plan important.

A comprehensive brand marketing plan is crucial for numerous reasons:

Clear Direction and Focus: A well-defined marketing plan outlines your brand’s objectives, strategies, and tactics, providing a clear roadmap. It enables you to focus on your goals, ensuring your efforts are directed toward achieving them.

Understanding Your Audience: A crucial part of any marketing plan is identifying and understanding your target audience. This allows you to tailor your products, services, and messaging to meet their needs and preferences, leading to higher customer satisfaction and loyalty.

Competitive Analysis: Your marketing plan should include an analysis of your competition, enabling you to understand their strengths and weaknesses and identify opportunities to differentiate your brand.

Budget Management: A comprehensive marketing plan helps you allocate your resources effectively. By knowing what activities you’ll undertake, you can budget accordingly and ensure your marketing spend delivers the best return on investment.

Measurement and Evaluation: Your marketing plan should also outline how you will measure and evaluate your marketing activities. This allows you to understand what’s working and what isn’t, enabling you to adjust your strategies and tactics.

Consistency: A comprehensive plan ensures all your marketing activities are aligned with your brand identity and messaging. This consistency is key to building a strong, recognizable brand.

Stakeholder Communication: A clear plan communicates your marketing strategy to all stakeholders, including employees, investors, and partners. This ensures everyone is on the same page and working towards the same goals.

In conclusion, a comprehensive brand marketing plan is crucial because it provides direction, helps understand your audience and competition, manages your budget, allows for measuring and evaluating efforts, ensures consistency, and effectively communicates with all stakeholders. Without it, your marketing efforts might be disjointed, inefficient, and less effective.

What are the key components of a successful brand marketing plan?

A successful brand marketing plan encompasses several key components:

Executive Summary: This provides a high-level overview of your entire marketing plan. It includes your business’s mission statement, branding, and key marketing elements.

Market Research: Understanding your market landscape is crucial. This includes the size of your market, customer demographics, buying habits, trends, and the competitive landscape.

Target Audience: Defining your target audience in detail will guide your marketing strategies. This includes their demographics, psychographics, needs, preferences, and behavior.

Brand Positioning: This defines how your brand differentiates itself from competitors and how it is perceived in the minds of your target audience.

Goals and Objectives: These are specific, measurable, attainable, relevant, and time-bound (SMART) goals that align with your business objectives.

Marketing Strategies: These are the high-level approaches you’ll take to achieve your marketing goals. Strategies should cover all aspects of the marketing mix: product, price, place, and promotion.

Tactics and Action Plan: This is a detailed plan of the specific marketing activities you will implement to execute your strategies. It includes timelines, responsibilities, and budget allocations.

Budget: This outlines the financial investment you’ll make in your marketing efforts. It includes projections for expected costs and returns.

Measurement and Evaluation: This details how you’ll track the success of your marketing efforts, including the key performance indicators (KPIs) you’ll use.

Contingency Plan: This outlines your plan of action if things don’t go as expected. It helps you adapt quickly to market changes or unexpected outcomes.

These components are not standalone elements but interconnected aspects that, when integrated effectively, create a comprehensive, actionable, and measurable plan. By ensuring that each component is thoroughly developed, you can set your brand up for success in the marketplace.

How do I develop a brand message that resonates with my target audience?

Developing a brand message that resonates with your target audience involves deeply understanding your audience and clearly articulating your brand’s values and unique selling proposition.

Here’s a step-by-step guide on how to do it:

Understand Your Target Audience: The first step in crafting a resonant brand message is understanding your target audience. You need to know their needs, preferences, and pain points. What are their values? What are they looking for in products or services like yours? Surveys, focus groups, and social listening can help you gather this information.

Define Your Brand’s Values: Your brand’s values are the guiding principles that define your company’s behavior and decision-making process. They should align with the values of your target audience to create a strong connection.

Identify Your Unique Selling Proposition (USP): Your USP sets you apart from the competition. It’s the unique value you bring to customers that they can’t get elsewhere. Your USP should be at the heart of your brand message.

Craft Your Brand Message: Now that you understand your audience, values, and USP, you can craft your brand message. This message should be concise, clear, and compelling. It should communicate who you are, what you offer, and why it matters.

Test Your Message: Before rolling out your brand message, test it with a small target audience segment. This will allow you to see how it resonates and make any necessary adjustments.

Consistently Communicate Your Message: Once your brand message is finalized, it should be consistently communicated across all your marketing channels. Whether it’s your website, social media, or print advertising, your brand message should be front and center.

Remember, a brand message is not just about selling products or services. It’s about connecting with your audience emotionally, building trust, and cultivating long-term customer relationships. It’s about telling a story that your audience wants to be a part of.

How do I measure the success of my brand marketing plan?

Measuring the success of your brand marketing plan involves tracking various metrics and indicators that align with your marketing goals. Here’s a step-by-step guide on how you can do it:

Define Key Performance Indicators (KPIs): KPIs are measurable outcomes that align with your marketing goals. For instance, if your goal is to increase brand awareness, KPIs could include metrics such as website traffic, social media followers, or the number of times your brand is mentioned on social media.

Use Analytics Tools: There are various tools available that can help you track your KPIs. For instance, Google Analytics can provide insights into your website traffic. At the same time, social media platforms often have built-in analytics that can show you engagement metrics like likes, shares, and comments. Email marketing software can track open rates, click-through rates, and conversions.

Monitor Sales and Revenue: Sales and revenue are ultimately the bottom line for most businesses, so tracking these metrics is crucial. Monitor whether there’s an increase in sales or revenue after implementing your marketing plan.

Track Customer Behavior: Customer behavior metrics, like engagement rates, conversion rates, or customer lifetime value, can provide valuable insights into how your target audience interacts with your brand.

Conduct Surveys and Get Feedback: Customer surveys and feedback can give you qualitative data on how your brand is perceived and how satisfied your customers are. This can complement the quantitative data you get from other metrics.

Perform a Competitive Analysis: Look at how your brand performs compared to your competitors. This can give you context for your metrics and provide insights into areas you need to improve.

Review and Adjust Regularly: Marketing plans should be dynamic and adjust based on performance. Regularly review your metrics and make necessary changes to your plan to improve performance.

Remember, measuring the success of your marketing plan isn’t just about looking at the numbers. It’s also about interpreting what those numbers mean for your brand and using that information to refine your marketing strategy.

How can I adapt my brand marketing plan to changing market conditions?

Adapting your brand marketing plan to changing market conditions is crucial for staying relevant and competitive. Here’s how you can do it:

Stay Informed: The first step in adapting to changing market conditions is staying informed. Keep up with industry news, follow trends, and monitor your competitors. This will give you a sense of the changes that might be coming and how they could affect your business.

Be Flexible: A rigid marketing plan can leave you unprepared for sudden market shifts. Build flexibility into your plan to quickly adjust your strategies and tactics as needed. This could involve allocating part of your budget to “experimental” campaigns that you can use to test new approaches.

Use Data: Utilize market data and analytics to inform your decision-making. This can help you identify trends, anticipate changes, and make evidence-based decisions about how to adapt your plan.

Monitor Customer Behavior: Stay tuned to how your customers are behaving. Are their needs or preferences changing? Are they starting to move toward your competitors? Monitoring customer behavior can give you early signs of changing market conditions.

Revise Your Goals: If market conditions change significantly, you may need to revise your marketing goals. For instance, during an economic downturn, you might shift your focus from acquiring new customers to retaining existing ones.

Communicate and Collaborate: Make sure your entire team knows the changes and their implications. Collaboration can lead to new ideas and strategies for adapting to the new conditions.

Leverage Technology: Use technology to adapt to changes faster. This could involve using social media to reach new audiences, investing in an e-commerce platform to capitalize on online shopping trends, or using AI to personalize your marketing messages.

Evaluate and Learn: After you’ve made adjustments, evaluate the results. Did your new approach work? What can you learn from it? Use these insights to refine your marketing plan continually.

Remember, change is a constant in business. The companies that succeed can often adapt and innovate in the face of changing market conditions.

What are some common mistakes to avoid when developing a brand marketing plan?

Developing a brand marketing plan requires careful planning and strategic thinking. However, some common mistakes can hinder your efforts and affect your brand’s success. Here are some of them:

Not Understanding Your Target Audience: One of the most common mistakes is not understanding your target audience. Your marketing efforts may miss the mark without a clear picture of who you’re trying to reach. Conduct market research to understand your audience’s needs, preferences, and behaviors.

Lack of Clear Goals: Your marketing plan should have measurable objectives. Without specific goals, it’s difficult to track progress or determine if your marketing efforts are successful.

Ignoring the Competition: While focusing on your brand is essential, ignoring your competitors is a mistake. Understanding what they’re doing can provide valuable insights into market trends and reveal opportunities for your brand.

Not Aligning with the Overall Business Strategy: Your brand marketing plan shouldn’t exist in a vacuum. It should align with your overall business strategy and goals. This ensures that all areas of your business are working towards the same objectives.

Neglecting to Measure Success: You can’t know if your marketing efforts are successful without measurement. Ensure you have a system to track key metrics related to your goals.

Inconsistent Brand Messaging: Consistency in brand messaging is crucial for building brand recognition and trust. If your messaging is inconsistent, it can confuse your audience and dilute your brand image.

Not Being Flexible: Market trends and consumer behavior can change rapidly. If your marketing plan is too rigid, it may not be able to adapt to these changes, making it less effective.

Underestimating the Importance of Content: Content is a critical component of brand marketing. Neglecting to create high-quality, relevant content can result in lost opportunities to engage your audience and build your brand.

Not Leveraging Social Media Effectively: In today’s digital age, social media is a powerful tool for brand marketing. Not using it effectively or ignoring it can hinder your reach and engagement.

Not Investing in SEO: Search engine optimization (SEO) can help increase your brand’s visibility online. Ignoring SEO can result in less traffic to your website and lower brand awareness.

By being aware of these common mistakes, you can ensure your brand marketing plan is comprehensive, strategic, and set up for success.

How do I ensure a cohesive brand identity across all channels?

Ensuring a cohesive brand identity across all channels is critical for brand recognition and consistency. Here are some steps to achieve this:

Define Your Brand Guidelines: Start by defining clear guidelines that include your brand’s mission, values, personality, and tone of voice. Also, include visual elements such as your logo, color palette, typography, and imagery style. These guidelines should serve as the foundation for all your brand communications.

Consistent Messaging: Your brand’s message should remain consistent across all platforms. This includes your website, social media, emails, print materials, and other marketing channels. Consistent messaging reinforces your brand’s identity and makes it more recognizable to your audience.

Visual Consistency: Your brand’s visual elements should be consistent across all channels. Use the same logo, color scheme, and typography everywhere your brand is present. This helps your audience instantly recognize your brand.

Consistent Tone of Voice: Your brand’s tone of voice is how you communicate your message and should reflect your brand’s personality. Whether it’s professional, friendly, or witty, ensure it’s consistent across all communication channels.

Align Content With Your Brand: All content, whether it’s a blog post, a social media update, or a newsletter, should align with your brand and its values. It should reinforce what your brand stands for and resonate with your target audience.

Regular Audits: Regularly review your brand’s presence across all channels to ensure consistency. An audit can help identify areas where your brand’s identity may be diluted or inconsistent.

Train Your Team: Everyone involved in communicating your brand to the public should understand your brand guidelines. Regular training ensures everyone is on the same page and maintains consistency.

Responsive and Adaptive Design: With the multitude of devices available today, it’s important that your brand looks consistent across all device types. Responsive and adaptive design can ensure that your branding remains consistent, regardless of how your audience access your content.

Ensuring a cohesive brand identity across all channels can create a stronger brand image, build trust with your audience, and enhance your overall marketing efforts.

How does brand marketing contribute to long-term growth and success?

Brand marketing is critical to a company’s long-term growth and success by enhancing visibility, building customer loyalty, and driving business results.

Here’s how:

Customer Recognition: Effective brand marketing makes your business easily recognizable to potential customers. A strong brand stands out in a crowded marketplace, helping to capture customer attention and differentiate from competitors.

Customer Loyalty and Trust: A consistent and reliable brand fosters customer loyalty and trust. Over time, as customers receive high-quality products or services and have positive experiences with your brand, they become more likely to continue doing business with you and recommend you to others.

Increased Business Value: A strong brand often brings a business more leverage in the industry, increases its value, and makes it more appealing to investors. This is particularly beneficial when trying to generate future business, whether through expansion, partnerships, or even selling the business.

New Customer Acquisition: Good branding retains existing customers and helps attract new ones. Word-of-mouth referrals are more likely when your brand is well-known and trusted.

Employee Satisfaction and Attraction: Employees often take pride in working for a well-branded company. It makes them feel part of something significant and successful, boosting morale and productivity. Additionally, a strong brand can attract top talent.

Support for Marketing Efforts: A robust brand can make marketing efforts more effective and efficient. For example, if your business is recognized for quality and reliability, marketing campaigns can focus more on introducing new products or services rather than convincing customers of your reputation.

Resilience During Market Changes: A strong brand can provide security during market fluctuations. Even when the economic environment becomes challenging, loyal customers will likely stick with the brands they know and trust.

Better Financial Returns: Finally, strong brands often enjoy a premium in the market. Customers are willing to pay more for brands they trust and perceive as high-quality.

By focusing on brand marketing, companies can create a lasting, positive perception of their business, attract and retain customers, and ultimately drive long-term growth and success.

What is The Role of Brand Marketing in Driving Long-Term Growth?

Brand marketing is pivotal in driving long-term growth for businesses of all sizes across various industries. Here’s how:

Establishing Brand Identity and Awareness: The primary objective of brand marketing is to build a strong brand identity and enhance brand awareness. A well-defined brand identity lets customers quickly recognize your brand, its values, and its offerings. Higher brand awareness increases the probability that consumers choose your brand over competitors when purchasing.

Building Trust and Credibility: Consistent brand marketing can help establish your brand as trustworthy and credible. By consistently delivering on your brand promises and maintaining a strong brand image, you can earn the trust of your customers. Trust is a vital element for long-term customer relationships and loyalty.

Enhancing Customer Loyalty and Retention: Effective brand marketing emphasizes customer satisfaction and experience, which are critical for enhancing customer loyalty and retention. Loyal customers generate steady revenue and can also become brand advocates, promoting your brand within their networks and contributing to your brand’s growth.

Differentiating from Competitors: Brand marketing allows your business to differentiate itself from competitors. It communicates your Unique Selling Proposition (USP), making your brand stand out in a crowded marketplace. This differentiation can result in increased market share and growth.

Facilitating Expansion into New Markets: A strong brand can make it easier for your business to expand into new markets or introduce new products. Consumers in a new market are likelier to try products from a brand they recognize and trust.

Influencing Purchase Decisions: A robust brand influences consumers’ purchase decisions by creating a positive perception and emotional connection. Customers are often willing to pay a premium for a brand they perceive as high quality or aligning with their values.

Attracting Talent: A well-regarded brand can also help attract top-tier talent. Employees want to work for brands they respect and admire, which can lead to a more skilled and dedicated workforce, driving further growth.

In summary, brand marketing is an investment in your business’s future. It contributes to long-term growth by building a strong brand identity, differentiating your offerings, fostering customer loyalty, facilitating expansion, and attracting high-quality employees.

Marketing Efforts: These are activities undertaken by a company to promote and sell its products or services, such as advertising, sales promotions, and public relations.

Target Audience: This is the specific group of people a company wants to reach with its marketing messages. They are the most likely to buy the company’s products or services.

Marketing Strategies: These are long-term, forward-looking approaches to planning with the fundamental goal of achieving sustainable competitive advantage.

Marketing Budgets: This refers to the financial allocation made towards all marketing activities, including advertising, public relations, direct marketing, online marketing, and promotional activities.

Marketing Campaigns: These are organized efforts to promote a specific product or service for a defined period.

Marketing Channels: These are the mediums a company uses to communicate and interact with its target audience, such as social media, email, direct mail, and more.

Email Marketing: This form of marketing uses email to promote products or services and develop relationships with potential customers or clients.

Customer Experience: This is a customer’s perception of a brand or company based on all interactions throughout the customer journey.

Loyal Customers: These customers consistently purchase from a company over an extended period.

Marketing Goals: These are specific objectives a business sets that guide its marketing strategy and efforts, such as increasing brand awareness or boosting sales.

Content Marketing: This strategic marketing approach focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and drive profitable customer action.

Marketing Teams: These are groups of professionals who work together to develop and implement marketing strategies for a company.

Solid Brand Marketing Strategy: This is a long-term plan for the development of a successful brand to achieve specific goals. A well-defined brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments.

Marketing Plan: This is a comprehensive document or blueprint that outlines a company’s advertising and marketing efforts for the coming year.

Customer Base: This refers to the group of customers who repeatedly purchase the goods or services of a business. These customers are the primary source of revenue for a company.

Potential Customers: These individuals have shown interest in a company’s product or service and will likely become paying customers with the proper marketing and sales strategies.

Mash Bonigala

Mash B. is the Founder & CEO of SpellBrand. Since 1998, Mash has helped conscious brands differentiate themselves and AWAKEN through Brand Strategy and Brand Identity Design. Schedule a Brand Strategy Video Call with Mash.

What’s Trending

• 5 Killer Ideas To Market Your Clothing Brand May 1, 2024
• Step By Step Guide To Creating A Winning Brand November 24, 2023
• Blue Ocean Brand Strategy – Unlock Your Branding Potential April 23, 2024

Recent Posts

• Branding Vs Advertising – Is There a Difference?
• Availability Bias In Brand Strategy
• 5 Killer Ideas To Market Your Clothing Brand
• Blue Ocean Brand Strategy – Unlock Your Branding Potential
• The Essential Guide to Crafting Your Brand Vocabulary

Previous Post The Ultimate Direct Mail Marketing Strategy Guide

Next post how to create a photography logo.

Comments are closed.

© 1998-2024 Spellbrand Brand Identity Agency . All Rights Reserved.

550+ Business Plan Examples to Launch Your Business

Need help writing your business plan? Explore over 550 industry-specific business plan examples for inspiration.

Find your business plan example

Accounting, Insurance & Compliance Business Plans

• View All 25

Children & Pets Business Plans

• Children's Education & Recreation
• View All 33

Cleaning, Repairs & Maintenance Business Plans

• Auto Detail & Repair
• Cleaning Products
• View All 39

Clothing & Fashion Brand Business Plans

• Clothing & Fashion Design
• View All 26

Construction, Architecture & Engineering Business Plans

• Architecture
• Construction
• View All 46

Consulting, Advertising & Marketing Business Plans

• Advertising
• View All 54

Education Business Plans

• Education Consulting
• Education Products

Business plan template: There's an easier way to get your business plan done.

Entertainment & Recreation Business Plans

• Entertainment
• Film & Television
• View All 60

Events Business Plans

• Event Planning
• View All 17

Farm & Agriculture Business Plans

• Agri-tourism
• Agriculture Consulting
• View All 16

Finance & Investing Business Plans

• Financial Planning
• View All 10

Fine Art & Crafts Business Plans

Fitness & Beauty Business Plans

• Salon & Spa
• View All 36

Food and Beverage Business Plans

• Bar & Brewery
• View All 77

Hotel & Lodging Business Plans

• Bed and Breakfast

Brought to you by

Create a professional business plan

Using ai and step-by-step instructions.

Secure funding

Validate ideas

Build a strategy

IT, Staffing & Customer Service Business Plans

• Administrative Services
• Customer Service
• View All 22

Manufacturing & Wholesale Business Plans

• Cleaning & Cosmetics Manufacturing
• View All 68

Medical & Health Business Plans

• Dental Practice
• Health Administration
• View All 41

Nonprofit Business Plans

• Co-op Nonprofit
• Food & Housing Nonprofit
• View All 13

Real Estate & Rentals Business Plans

• Equipment Rental

Retail & Ecommerce Business Plans

• Car Dealership
• View All 116

Technology Business Plans

• Apps & Software
• Communication Technology

Transportation, Travel & Logistics Business Plans

• Airline, Taxi & Shuttle
• View All 62

View all sample business plans

Example business plan format

Before you start exploring our library of business plan examples, it's worth taking the time to understand the traditional business plan format . You'll find that the plans in this library and most investor-approved business plans will include the following sections:

Executive summary

The executive summary is an overview of your business and your plans. It comes first in your plan and is ideally only one to two pages. You should also plan to write this section last after you've written your full business plan.

Your executive summary should include a summary of the problem you are solving, a description of your product or service, an overview of your target market, a brief description of your team, a summary of your financials, and your funding requirements (if you are raising money).

Products & services

The products & services chapter of your business plan is where the real meat of your plan lives. It includes information about the problem that you're solving, your solution, and any traction that proves that it truly meets the need you identified.

This is your chance to explain why you're in business and that people care about what you offer. It needs to go beyond a simple product or service description and get to the heart of why your business works and benefits your customers.

Market analysis

Conducting a market analysis ensures that you fully understand the market that you're entering and who you'll be selling to. This section is where you will showcase all of the information about your potential customers. You'll cover your target market as well as information about the growth of your market and your industry. Focus on outlining why the market you're entering is viable and creating a realistic persona for your ideal customer base.

Competition

Part of defining your opportunity is determining what your competitive advantage may be. To do this effectively you need to get to know your competitors just as well as your target customers. Every business will have competition, if you don't then you're either in a very young industry or there's a good reason no one is pursuing this specific venture.

To succeed, you want to be sure you know who your competitors are, how they operate, necessary financial benchmarks, and how you're business will be positioned. Start by identifying who your competitors are or will be during your market research. Then leverage competitive analysis tools like the competitive matrix and positioning map to solidify where your business stands in relation to the competition.

Marketing & sales

The marketing and sales plan section of your business plan details how you plan to reach your target market segments. You'll address how you plan on selling to those target markets, what your pricing plan is, and what types of activities and partnerships you need to make your business a success.

The operations section covers the day-to-day workflows for your business to deliver your product or service. What's included here fully depends on the type of business. Typically you can expect to add details on your business location, sourcing and fulfillment, use of technology, and any partnerships or agreements that are in place.

Milestones & metrics

The milestones section is where you lay out strategic milestones to reach your business goals.

A good milestone clearly lays out the parameters of the task at hand and sets expectations for its execution. You'll want to include a description of the task, a proposed due date, who is responsible, and eventually a budget that's attached. You don't need extensive project planning in this section, just key milestones that you want to hit and when you plan to hit them.

You should also discuss key metrics, which are the numbers you will track to determine your success. Some common data points worth tracking include conversion rates, customer acquisition costs, profit, etc.

Company & team

Use this section to describe your current team and who you need to hire. If you intend to pursue funding, you'll need to highlight the relevant experience of your team members. Basically, this is where you prove that this is the right team to successfully start and grow the business. You will also need to provide a quick overview of your legal structure and history if you're already up and running.

Financial projections

Your financial plan should include a sales and revenue forecast, profit and loss statement, cash flow statement, and a balance sheet. You may not have established financials of any kind at this stage. Not to worry, rather than getting all of the details ironed out, focus on making projections and strategic forecasts for your business. You can always update your financial statements as you begin operations and start bringing in actual accounting data.

Now, if you intend to pitch to investors or submit a loan application, you'll also need a "use of funds" report in this section. This outlines how you intend to leverage any funding for your business and how much you're looking to acquire. Like the rest of your financials, this can always be updated later on.

The appendix isn't a required element of your business plan. However, it is a useful place to add any charts, tables, definitions, legal notes, or other critical information that supports your plan. These are often lengthier or out-of-place information that simply didn't work naturally into the structure of your plan. You'll notice that in these business plan examples, the appendix mainly includes extended financial statements.

Types of business plans explained

While all business plans cover similar categories, the style and function fully depend on how you intend to use your plan. To get the most out of your plan, it's best to find a format that suits your needs. Here are a few common business plan types worth considering.

Traditional business plan

The tried-and-true traditional business plan is a formal document meant to be used for external purposes. Typically this is the type of plan you'll need when applying for funding or pitching to investors. It can also be used when training or hiring employees, working with vendors, or in any other situation where the full details of your business must be understood by another individual.

Business model canvas

The business model canvas is a one-page template designed to demystify the business planning process. It removes the need for a traditional, copy-heavy business plan, in favor of a single-page outline that can help you and outside parties better explore your business idea.

The structure ditches a linear format in favor of a cell-based template. It encourages you to build connections between every element of your business. It's faster to write out and update, and much easier for you, your team, and anyone else to visualize your business operations.

One-page business plan

The true middle ground between the business model canvas and a traditional business plan is the one-page business plan . This format is a simplified version of the traditional plan that focuses on the core aspects of your business.

By starting with a one-page plan , you give yourself a minimal document to build from. You'll typically stick with bullet points and single sentences making it much easier to elaborate or expand sections into a longer-form business plan.

Growth planning

Growth planning is more than a specific type of business plan. It's a methodology. It takes the simplicity and styling of the one-page business plan and turns it into a process for you to continuously plan, forecast, review, and refine based on your performance.

It holds all of the benefits of the single-page plan, including the potential to complete it in as little as 27 minutes . However, it's even easier to convert into a more detailed plan thanks to how heavily it's tied to your financials. The overall goal of growth planning isn't to just produce documents that you use once and shelve. Instead, the growth planning process helps you build a healthier company that thrives in times of growth and remain stable through times of crisis.

It's faster, keeps your plan concise, and ensures that your plan is always up-to-date.

Download a free sample business plan template

Ready to start writing your own plan but aren't sure where to start? Download our free business plan template that's been updated for 2024.

This simple, modern, investor-approved business plan template is designed to make planning easy. It's a proven format that has helped over 1 million businesses write business plans for bank loans, funding pitches, business expansion, and even business sales. It includes additional instructions for how to write each section and is formatted to be SBA-lender approved. All you need to do is fill in the blanks.

How to use an example business plan to help you write your own

How do you know what elements need to be included in your business plan, especially if you've never written one before? Looking at examples can help you visualize what a full, traditional plan looks like, so you know what you're aiming for before you get started. Here's how to get the most out of a sample business plan.

Choose a business plan example from a similar type of company

You don't need to find an example business plan that's an exact fit for your business. Your business location, target market, and even your particular product or service may not match up exactly with the plans in our gallery. But, you don't need an exact match for it to be helpful. Instead, look for a plan that's related to the type of business you're starting.

For example, if you want to start a vegetarian restaurant, a plan for a steakhouse can be a great match. While the specifics of your actual startup will differ, the elements you'd want to include in your restaurant's business plan are likely to be very similar.

Use a business plan example as a guide

Every startup and small business is unique, so you'll want to avoid copying an example business plan word for word. It just won't be as helpful, since each business is unique. You want your plan to be a useful tool for starting a business —and getting funding if you need it.

One of the key benefits of writing a business plan is simply going through the process. When you sit down to write, you'll naturally think through important pieces, like your startup costs, your target market , and any market analysis or research you'll need to do to be successful.

You'll also look at where you stand among your competition (and everyone has competition), and lay out your goals and the milestones you'll need to meet. Looking at an example business plan's financials section can be helpful because you can see what should be included, but take them with a grain of salt. Don't assume that financial projections for a sample company will fit your own small business.

If you're looking for more resources to help you get started, our business planning guide is a good place to start. You can also download our free business plan template .

Think of business planning as a process, instead of a document

Think about business planning as something you do often , rather than a document you create once and never look at again. If you take the time to write a plan that really fits your own company, it will be a better, more useful tool to grow your business. It should also make it easier to share your vision and strategy so everyone on your team is on the same page.

Adjust your plan regularly to use it as a business management tool

Keep in mind that businesses that use their plan as a management tool to help run their business grow 30 percent faster than those businesses that don't. For that to be true for your company, you'll think of a part of your business planning process as tracking your actual results against your financial forecast on a regular basis.

If things are going well, your plan will help you think about how you can re-invest in your business. If you find that you're not meeting goals, you might need to adjust your budgets or your sales forecast. Either way, tracking your progress compared to your plan can help you adjust quickly when you identify challenges and opportunities—it's one of the most powerful things you can do to grow your business.

Prepare to pitch your business

If you're planning to pitch your business to investors or seek out any funding, you'll need a pitch deck to accompany your business plan. A pitch deck is designed to inform people about your business. You want your pitch deck to be short and easy to follow, so it's best to keep your presentation under 20 slides.

Your pitch deck and pitch presentation are likely some of the first things that an investor will see to learn more about your company. So, you need to be informative and pique their interest. Luckily we have a round-up of real-world pitch deck examples used by successful startups that you can review and reference as you build your pitch.

For more resources, check out our full Business Pitch Guide .

Ready to get started?

Now that you know how to use an example business plan to help you write a plan for your business, it's time to find the right one.

Use the search bar below to get started and find the right match for your business idea.

The quickest way to turn a business idea into a business plan

Fill-in-the-blanks and automatic financials make it easy.

No thanks, I prefer writing 40-page documents.

Discover the world’s #1 plan building software

• Starting a Business
• Growing a Business
• Small Business Guide
• Business News
• Science & Technology
• Money & Finance
• For Subscribers
• Write for Entrepreneur
• Entrepreneur Store
• United States
• Asia Pacific
• Middle East
• South Africa

Copyright © 2024 Entrepreneur Media, LLC All rights reserved. Entrepreneur® and its related marks are registered trademarks of Entrepreneur Media LLC

Why Your Brand Plan Is More Important Than Your Business Plan If people don't know who you are and what you represent, they won't do business with you.

By Areva Martin Feb 27, 2018

Opinions expressed by Entrepreneur contributors are their own.

Why should you care about branding? Because these days, everyone will Google you before they visit your restaurant, buy your products, hire you to perform a service, loan money to you or invest capital in your new or existing venture. Any time you interact with people -- online or off -- your brand will matter.

Related: Why You Should Launch a Brand, Not a Product

We used to live in simpler times. The only brands most of us knew about were managed by big corporations: IBM, Coca-Cola, BMW. If you wanted to build a business, you wrote a comprehensive business plan that focused on the numbers: cash flow, revenue, expenses and profit. In most circumstances, that plan would include a substantial line item for traditional print and maybe radio and television advertisement. Branding wasn't on the radar for most companies.

If that sounds like a better world to you, you're mistaken. The advantages available to us in the last decade are so much greater than anything that's ever been possible, the two worlds can't even be compared. Never before have you had the chance to build a brand like you can today, then leverage it to expand your business, increase your sales, and enhance your credibility and your bottom line. Despite these tremendous opportunities for entrepreneurs, many are oblivious to them and cling to a by-gone era where time-honored business plans and approaches to promoting a business focused on advertising and not engagement.

Those customary plans may have been adequate for those "simpler times." But, for today's internet and social media driven world, a business misses the mark without a sophisticated "brand plan" that specifically conveys what it represents, the value it brings to its customers and strategies about how to keep a conversation going, otherwise known as engagement, with thousands of strangers online.

Related: 8 Old-School Branding Techniques That Will Still Work for You Today

What goes into a brand plan

Specifically, a well-written brand plan focuses an organization's brain-trust, resources and tactics in the direction they need to go in order for a brand to achieve its goals. The brand plan acts as an umbrella under which functions such as marketing , sales and product development are united, detailing what each group needs to do for the brand to be successful, while setting objectives that operations and finance need to support.

A successful brand plan starts with a vision -- ideas about what the brand should represent or symbolize. The plan should also include a mission -- a specific plan-of-attack that helps launch the brand.

Next are goals, things you want the brand to achieve, followed by strategies that provide a road map on how to get there. A successful brand plan must identify consumer targets, the demographic a business needs to support its brand. To entice these consumers to buy the product, a brand must have a main message , which explains why the company and its products can do things that others cannot. Lastly, a brand plan should include strategies for promotion that gets its targeted consumers to take action.

Most importantly, branding is about emotions and how your customers and clients feel about you and your products. Marketing is about numbers. Both are important, but in today's climate, how you make people feel can make or break your business.

Related: 3 Ways to Build Your Brand Identity Using Content Marketing

Lessons from Elon Musk's expert branding

One person today who understands the emotional aspect of branding better than most is Elon Musk . With his Tesla Motors, Space X rockets and Solar City energy company, Musk -- it's been said -- doesn't have customers, he has followers.

Known as a maverick and creative genius, Musk has successfully branded himself as a globe-trotting entrepreneur who's out to save the world by inventing brilliant products and machines that are environmentally friendly. Thus, Musk's customers not only admire his creativity and business acumen, but also his ideology. For many of his followers, Tesla automobiles are a seamless extension of the man, himself -- cool looking vehicles that simultaneously combat global warming.

What's also attractive to consumers is that Musk takes personal responsibility for his brand. In 2013, when the company was hit with a wave of bad publicity after several Tesla automobiles caught on fire, Musk personally authored a blog post that made a strong defense of Tesla's product and consequently of his own brand identity. Consumers rewarded Musk for his honesty and sincerity by making the company's Model S the world's bestselling plug-in electric car in 2015 and 2016.

As Musk has shown, a business' success depends on authenticity, transparency and sincere actions. A positive brand that ignites enthusiasm and drives millions in profits isn't something you leave to chance or expect to create without much consideration and planning. Why leave it to chance? The more time, effort and resources you spend on your brand plan, the more likely you are to create a sustainable positive brand that resonates with your customer base, grows your influence and impacts your bottom line.

Civil Rights Attorney, Special Needs Advocate and Legal Analyst

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick Red Arrow

• Lock Want to Start a Simple Business That Helps the Planet? After 'One Night's Worth of Research,' He Started an Eco-Friendly Gig and Now Makes $200,000 a Year
• I've Negotiated High-Pressure, Multi-Million-Dollar Deals for Artists Like Bruno Mars and Enrique Iglesias — Here's the Strategy That Always Helps Me Win
• Lock This Toxic Money Habit Is Becoming More Common — If You've Picked It Up, Your Finances Are at Serious Risk , Expert Warns
• 'This Year Almost Broke Me': Tom Schwartz Reveals 'Scandoval' Almost Shut Down His Restaurant After Losing 80% of His Business
• 'Not What Anybody Signed Up For': A Legal Expert Weighs in on the Labor Rule That Could Destroy Franchising
• Lock Anyone Can Try the Simple Strategy That One Billionaire Investor Used to Make His First Million Dollars Tax-Free

Most Popular Red Arrow

63 small business ideas to start in 2024.

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.

These Coworkers-Turned-Friends Started a Side Hustle on Amazon — Now It's a 'Full Hustle' Earning Over $20 Million a Year: 'Jump in With Both Feet'

Achal Patel and Russell Gong met at a large consulting firm and "bonded over a shared vision to create a mission-led company."

These Are the 10 Most Profitable Cities for Airbnb Hosts, According to a New Report

Here's where Airbnb property owners and hosts are making the most money.

How to Turn Your Hobby Into a Successful Business

A hobby, interest or charity project can turn into a money-making business if you know the right steps to take.

An Iconic Las Vegas Casino Is Shuttering This Summer After 34 Years

The Mirage will close on July 17.

This Couple Turned Their Startup Into a $150 Million Food Delivery Company. Here's What They Did Early On to Make It Happen.

Selling only online to your customers has many perks. But the founders of Little Spoon want you to know four things if you want to see accelerated growth.

Successfully copied link

Fully 33% of CMOs have their eyes locked on brand strategy, according to Gartner. Why? Because in the battleground of markets, a well-defined brand isn't just nice to have; it's your armor.

And it's your defensive line. And the source of your offensive strength.

Your Brand Blueprint

Imagine this: You're the architect drafting a blueprint for the next iconic skyline.

This isn't just a facelift; it's a revolution of your brand's identity.

And the stakes? Sky-high.

You're not just modifying a logo; you're redefining your brand's soul in the marketplace.

What about rebranding? That's the holy trinity of three factors: bold vision, swift execution, and sharp strategy.

Nail your rebrand, and you're not just a hero; you're a legend.

Slip up? You risk severing the lifeline to your audience.

Harvard Business Review noted that a coherent brand can pump up revenue by 23% which makes the math simple.

A solid rebrand equals solid gold.

Here's the blueprint preview:

• Groundwork is gold. Understand your brand's current standing. Dive deep into market trends and audience psyche.
• Blueprint for brilliance. Map out your rebrand with the precision of a master architect. Every detail counts.
• Construct with care. From the foundation of market research to the pillars of your new identity, build step by step.
• Finishing touches matter. It's the subtle elements that often resonate the most. Don't overlook the small details that have enormous ROI.

Rebranding should be as daring as it is deliberate. Like drafting the master plan for a structure that'll dominate the skyline.

Every decision, from the overarching strategy to the smallest detail, must be bold, informed, and forward-thinking.

Your rebrand isn't just a new coat of paint; it's a signal to the world that your brand is ready to lead the charge into the future.

In the fast-paced world of brands, being edgy isn't just a choice; it's a necessity.

Make sure your blueprint is ready to turn heads, capture hearts, and carve out a space in the crowded marketplace of tomorrow.

The Branding Sequence With a View

Whether it's Madison Avenue or Rodeo Drive, branding comes first. Always.

Because branding isn't the cherry on top. It's the whole damn sundae.

And your audience is being slammed 24/7, from pre-roll messages to commercials, to texts and ads on every social platform one can name, to a tsunami of movie trailers.

Your biggest blind spot is when you skip (or shortcut) the proven sequences that will smooth out your campaigns and accelerate the adoption and acceptance of any pivots and shifts your brand makes, whether in a micro-campaign or a full-blown rebrand.

This sequence is exact:

• Branding first
• Marketing second
• Sales third

That's not a list of priorities, or what's most or least important.

It's simply the sequence one uses to lead, and empower, the next step a customer makes in their journey.

Millionaire and author Alex Hormozi, says you can't grow a big brand with direct response (in other words, branding precedes direct response, which is a specific form of marketing).

And Vaynermedia's Gary Vaynerchuk dug even deeper: "The difference between branding and sales is simple. Are you just trying to convert or are you trying to create an experience? The latter always wins."

That's the order: Branding > Marketing > Sales.

No exceptions.

Historic Missteps: Lessons From the Giants

Poor rebranding efforts can tank even the titans of industry. Coca-Cola to New Coke, Weight Watchers to WW, Facebook to Meta? They've all taken hits.

• New Coke? A disaster. A costly one.
• WW? Weight Watchers went from a household name to "Who?!" overnight.
• Facebook to Meta? More like a face-plant.

Coca-Cola's venturing into New Coke territory, WW's (formerly Weight Watchers) rebranding debacle, and Facebook's ambitious pivot to Meta illustrate the perilous journey of rebranding without first having a clear, compelling narrative or by failing to anticipate public reception.

Each giant had its own "reasons" that drove it to do a pivot or overhaul of its brand.

Their failures underline the critical importance of aligning rebranding efforts with customer expectations and the marketplace reality.

And they spell out the importance of having a blueprint to help navigate the brand terrain.

The Five-Part Formula for B2B Marketers and Rebranding Success

Used with the following two laws, the brand formula will take hold faster because it will get everyone internally on the same page while not getting so mired into the weeds that you overlook the audience you're seeking to connect with:

• Law 1: Markets evolve. So must your brand.
• Law 2: Connecting beats selling. Forge emotional ties, not just transactions.

And here are the five points every rebrand must know inside-out. Knowing these will help you sidestep the pitfalls that have ensnared even the most seasoned brands.

• Survey the market landscape. Your brand doesn't live in boardrooms; it thrives in the marketplace. That's why external insights are invaluable, and the most important vantage point is looking at your brand against the existing noise in the marketplace.
• Banish cliches. Clichés are the antithesis of originality. Clichés convey that lack of originality, which makes any brand appear like a copycat. Copycat brands lack authority and more often compete for the remaining breadcrumbs of business based on price, the weakest position for any brand to occupy. Scrutinize your industry for overused tropes and eliminate them from your narrative.
• Embrace authenticity. Your brand is built on human connections. Communicate as you would with a neighbor, a friend, a spouse. People are people, with likes, dislikes, and values. People are not demographics, they're neighbors, spouses, our neighborhood barista—not a corporate entity or label.
• Purposeful design. Design should serve to differentiate, not just decorate. It's about capturing attention in a world filled with distractions. Design is the multiplier that amplifies your brand differentiation.
• Champion differentiation. In the branding arena, being different trumps being better . Differentiation is the lifeline for brands facing an identity crisis in evolving markets.

Time to Go to Market

Rebranding in 2024 is not an option. It's the pathway—when done according to what's outlined in this article—to increased relevance, greater loyalty, and increased market share.

Rebranding is a bold move, but a necessary one in a world that refuses to stand still.

And bold does not mean risky. Risky is "doing what we've always done" because a company is scared to shift.

Embrace the change. Be fearless.

In a world where everyone zigs, it's time to zag.

And when it's done right, rebranding will streamline your market position and breathe new life into your brand.

More Resources on Rebranding

• Nine Rebranding Myths and Misconceptions Debunked

Rebranding: Five Steps to Building a Story of Evolution and Growth

Anatomy of a Rebrand (Part 1 of 3): Should You Dump Your Brand Equity?

The Business Case for Rebranding: Nine Essential Elements

ABOUT THE AUTHOR

David Brier is a rebranding expert and the bestselling author of Brand Intervention . His rebrands have generated $7+ billion worldwide.

LinkedIn: David Brier

Twitter/X: @davidbrier

Branding Articles

You may like these other MarketingProfs articles related to Branding:

• The Most Iconic Logos of All Time, According to Graphic Designers
• How Design Practices Enhance Your Marketing Strategy
• The Most Valuable US Brands
• Sonic Branding for Memorable B2B Brands: How to Create a Sonic Identity
• Why You Need a Brand Style Guide (Even If you Think You Don't)

Keep me signed in

Sign in with your preferred account, below.

Over 350,000 marketers rely on MarketingProfs for B2B know-how every day. Don't miss out on the latest marketing tips and techniques, delivered right to your inbox. Subscribe today ... it's free!

More From Forbes

Marketing for financial advisors: how to develop a plan.

• Share to Facebook
• Share to Twitter
• Share to Linkedin

Trey Robinson, Founder of Story Amplify .

When meeting with a prospect for the first time, you probably don’t automatically offer your products or services. Instead, you build a foundation by talking with them to learn where they are now and where they hope to be. Only then do you offer a plan and products to help them reach their goals.

Creating an effective marketing plan requires the same process. First, you must build the foundation, and then you can lay out the strategy. Here's the approach my agency uses to create successful marketing plans for our financial advisor clients.

The Foundation

Part 1: know your audience.

The foundation of financial advisor marketing is the same as that of your first client meeting. You must understand your audience and its pain points. This knowledge helps you craft the right message to solve their problems. For example, an older audience’s pain point might be having financial resources post-retirement, whereas younger families have different worries, such as reducing debt and having enough money to send their kids to college.

Biden Trump Debates What To Know As Trump Pushes For 2 More Faceoffs

When does bridgerton season 3 part 2 come out on netflix see the release schedule, a storm of 3,000 ukrainian bomblets blew up four russian jets at their base in crimea, part 2: solidify your brand.

A great deal of complex information is out there about the importance of “brands” and “branding.” Boiling it down, your brand is your identity. It’s what comes to your audience’s mind when they hear or think about your name.

To introduce and solidify your brand, you should communicate:

• Your products, services and their benefits.

• What drives you (i.e., why you’re in this business and industry).

• How you differ from the competition.

For example, many financial advisors offer 529 programs to parents and grandparents. Tell those parents and grandparents why your products—and services—are better than others. Maybe you offer workshops in addition to account management, or you might offer budgeting advice as a freebie.

The Strategy

With a solid foundation, developing a marketing strategy is your next step. Digital marketing for financial advisors involves content creation, distribution and lead capturing.

Content Creation

Content includes the text, images and video you use to message your audience. Available content formats include:

• E-books and white papers

• Social media posts

• Newsletters

• Educational videos

• Display ads

• Website copy

Remember your audience. Determine how they consume content. Young families might respond more positively to social media and video, while older adults might prefer written content, such as white papers, blogs and e-books.

The content format you use will also depend on your content distribution strategy.

Content Distribution

There are two types of content distribution: organic channels and paid channels.

Organic Channels

Organic channels mean you don’t pay to build search engine rankings or engage with your audience.

Let’s say a prospect types “financial advisor” into a search engine. A successful organic channel strategy puts your name near or at the top of the resulting search engine results page (SERP). The best way to boost your organic search ranking is to consistently create unique, relevant and valuable content that addresses your audience’s problems.

You can also boost your ranking through the following:

• Google reviews: Positive reviews on Google are great—they position you as a trustworthy source. As a trusted business, search engines could reward you with a higher SERP rank.

• Local business listings: Digital listings on Google, Facebook, LinkedIn, Yelp and the Better Business Bureau's website help leads and prospects locate you. They should include your name, address, phone number, website URL and business description to improve your online presence, potentially leading to a higher SERP ranking.

• Social media: Social media is a terrific outlet for your content. Posting regularly on social media provides you with more backlinks to your website (especially if your content is shared). This increases awareness of your brand—and potentially your SERP ranking.

Another way to boost your visibility in the search results is by earning a free Google Screened badge . Once you've been screened and verified, you receive a green checkmark next to your business's name in your Google Local Services listing, which indicates your trustworthiness to prospective clients.

Paid Channels

To improve traffic flow to your website, you can pay for a more visible presence through paid channels including search engines, other websites or social media. Many paid channels are pay-per-click.

Here are some paid channels to consider using:

• Paid search advertising: A paid search ad guarantees a higher position for your business on a SERP. If a prospect searches for “financial advisors and retirement,” your paid search ad will appear close to the top of that search page.

• Social media: You can post content for free on social media, but paying can help you stand out. When determining your ad’s best social media outlet, consider LinkedIn’s business orientation, Facebook’s friend-to-friend interface and Instagram’s visual requirements.

• Retargeting ads: When prospects visit your website but don’t act, retargeting ads step in. These small display ads “follow” prospects as they visit other sites or social media accounts, encouraging them to leave their contact information or set up an appointment with you.

Lead Capturing

Lead capturing converts your website visitors and prospects to leads so you can follow up.

One way to capture leads is to offer something that entices your audience to return for more. An older audience might appreciate a complimentary dinner and retirement information. Younger families could value a well-written white paper or video about 529 investing.

Appointment setting is another way to capture leads. Encourage prospects to schedule a no-obligation meeting where they can have a no-pressure discussion with you.

How Much Should You Spend?

Even if you decide not to pursue paid channels, you still need resources to support your marketing efforts. How much is enough?

A study by Broadridge found that the average advisor spent $17,400 on marketing in 2022. You can calculate a break-even point by determining your anticipated marketing costs and the revenue necessary to cover that expense.

Final Takeaways

You have a strategy in place when you first meet with clients. You need a similar approach when marketing to and communicating with prospects.

Marketing requires planning and audience knowledge. Take the time to understand your audience’s pain points. Then, develop and distribute content to meet their needs.

Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

• Editorial Standards
• Reprints & Permissions

Under Armour to lay off employees as part of restructuring plan

Under Armour Inc . is initiating a restructuring plan to turn around its mounting losses. 

Founder Kevin Plank, who was brought back as CEO last month after stepping down at the end of 2019, told analysts that he is working on cost management and implementing necessary strategies to grow the brand. 

This includes an undisclosed number of layoffs. The company said it plans to take a charge of between $7 million and $15 million in employee severance and benefits costs.

FOX Business reached out to Under Armour for comment.

UNDER ARMOUR, STEPHEN CURRY TO TEAM UP LONG-TERM WITH PARTNERSHIP EXTENSION

The company will also re-prioritize its core men's apparel business , which the company took its "eye off of," Plank told analysts on a Thursday earnings call. 

READ ON THE FOX BUSINESS APP

According to Plank, who stepped down after a series of scandals , the loss of focus on its core men's apparel business permitted the company, particularly in North America, "to become more promotional and commoditized," which "has significantly impacted our brand's perception." 

"We will rectify this," Plank said, adding that "this focus does not mean that we are deprioritizing our footwear or women's business per se. But from a sequencing perspective, men's apparel will be our highest priority." 

The decisions the company makes will put "pressure our top and bottom line in the near term," Plank said. 

In the three-month period ending March 31, the company's global revenue slipped 5% to $1.3 billion. In North America, it dropped 10% to $772 million. 

Plank admitted to analysts that "this is not where I envisioned Under Armour playing at this point in our journey." 

In the fiscal year 2025, Under Armour projected that revenue would be down at a low-double-digit percentage rate, which includes a 15% to 17% decline in North America "as the company works to meaningfully reset this business following years of heightened promotional activities."

Original article source: Under Armour to lay off employees as part of restructuring plan

• NURBURGRING WEBCAMS
• WORK FOR US

Will This As-New Hypersonic Gray Z06 Tempt You To Blow Your Budget?

GM’s American Plug-In Hybrids Won’t Arrive Until 2027

Should The VW Scirocco Return As An Electric Sports Car?

Editor's picks.

There’s A Rumor The 2025 Porsche 911 Turbo Will Be Manual And RWD, But Does It Make Any Sense?

Mitsubishi’s New US 2030 Product Plan Includes Wild Off-Road Van

Mitsubishi's North American lineup will nearly double by 2030, according to the brand's newly announced 'Momentum 2030' business plan

by Sebastien Bell

• Mitsubishi wants to grow in North America, and will achieve its aims with the Momentum 2030 plan, which it unveiled today.
• The automaker will work with Nissan to offer more models in new segments that it doesn’t currently compete in.
• Mitsubishi Motors North America is also aiming to expand its dealer network.

Mitsubishi has laid out its vision for the future in North America with a new plan dubbed ‘Momentum 2030.’ This plan aims to nearly double the size of its lineup in the region, set a path for further electrification, and expand its dealer network to reach more consumers.

As part of the plan, Mitsubishi will introduce one completely new or redesigned vehicle per year between 2026 and 2030. Among these, two will enter new segments in which the automaker does not currently compete.

Read: Mitsubishi, Nissan To Team Up On Pickup, PHEV And EV For North America

According to an unnamed dealer who spoke to Autonews , Mitsubishi is plotting an entry into the minivan segment with a rugged vehicle based on the D:X Concept that was previewed at the Japan Mobility Show last fall. The futuristic six-seater featured a plug-in hybrid powertrain, Delica-like styling, and chunky off-road tires to “convey a sense of strength.”

Mitsubishi also promised a fully-electric vehicle as part of Momentum 2030, and earlier reports indicate that it will receive help from Nissan (with which it has close ties) in getting this vehicle to market. Unfortunately, no details have yet been shared about the vehicle. It’s also been reported that Mitsubishi could launch a pickup truck, again with the help of Nissan.

In the crossover and SUV segment, Mitsubishi will introduce a more rugged variant of the Outlander next year that has “Subaru Outback-like” proportions, according to the unnamed dealer. It will be followed by a new small crossover that has a plug-in hybrid powertrain, and replaces the soon-to-depart Mirage as the brand’s entry-level model.

In addition to entering new segments, Mitsubishi will also expand its footprint in North America by setting up new dealerships in parts of the U.S. that it has never been to before. The new locations will feature an updated look, and will make the brand more accessible to customers than ever before. The automaker will also produce one of its new vehicles in North America, with the help of Nissan.

The Mitsubishi DX:Concept was revealed in fall 2023

“Mitsubishi Motors is at a pivotal point in North America, charting a bold, clear and attainable plan for our future success in the United States,” said Mark Chaffin, Mitsubishi Motors North America president and CEO. “Momentum 2030 will build on that, setting the stage for new powertrains and vehicles being introduced, new dealerships being opened, and new technologies being developed to make the shopping and ownership experience faster, easier and more enjoyable.”

• Flipboard icon Flipboard
• Newsletters
• Kizik Opens Store at Mall of America as Retail Expansion Plan Kicks Into High Gear

Stephen Garner

More stories by stephen.

• Loewe and On Update Cloudtilt Sneaker, Add Apparel in Latest Collab
• Sophia Webster to Deliver Keynote, Receive Honor at the 2024 Cordwainers Footwear Awards
• Show more sharing options

One year after opening it first brick-and-mortar location near Salt Lake City, Kizik is doubling down on a retail expansion plan that includes new stores and further extension into wholesale.

According to Kizik chief executive officer Monte Deere, the kicks into high gear on Friday with the opening of its second permanent store – this time at the Mall of America in Bloomington, Minn.

Located in the mall’s West Market, the 1,645-sq.-ft. space will offer the Utah-based hands-free footwear brand’s full assortment of men’s, women’s, and kids’ shoes in all sizes, as well as new styles launching throughout the year. Additional merchandise including Kizik-branded apparel, shoe care kits and no-slip socks will also be available to purchase in store.

Armando Cabral's New Retail Vision Comes to Life in Rockefeller Center

Retail intel: santoni pops up at saks fifth avenue + more, australia's bared footwear opens first us store in new york city.

“We love the organic foot traffic at Mall of America, where lots of eyeballs can see the brand at its best and step into a pair of our shoes,” Deere told FN in an interview. “Mall of America is ideal for not just the quantity of eyeballs, but also there are so many international visitors from abroad that shop there that can discover us. Plus, we also found that consumers in the Midwest love our shoes and buy them regularly online. So, this store will allow new and existing customers that come to Mall of America from their homes in South Dakota, Illinois, Wisconsin or Minnesota, to see us in person.”

Following the Mall of America debut, Deere noted that the company will continue to target high-traffic shopping destinations with the opening of its next store at the King of Prussia mall near Philadelphia, Penn. on June 14. The opening of this 1,812-sq.-ft. store will mark the brand’s first permanent East Coast location and will offer Kizik’s full range of products . Both stores were built in collaboration with architecture and design firm MG2, the executive added.

These two openings mark the latest step in Kizik’s continued fast-paced growth into new distribution channels, including additional company-owned retail stores, U.S. wholesale and international markets.

Physical locations have proved to be successful for Kizik since the brand opened its first store inside the Fashion Place Mall in the Salt Lake City suburb of Murray in May 2023. Deere pointed to data gathered from the location showing a more than 70 percent conversion rate for customers who try on the brand’s shoes for the first time in-store.

Deere said he plans to have a total of six stores by the end of 2024 with new openings on Newbury Street in Boston, New Jersey and Denver slated for later this year. “In 2025, we have several more in the pipeline,” the CEO said. “We’re looking hard at Washington, D.C., Nashville, Seattle and Portland for new openings next year.”

All told, Deere said he plans to have a total of 15 stores by the end of next year.

Along with this ambitious store growth, Deere is also focused on building the brand’s wholesale business, which launched last spring with Nordstrom . At the time of the launch Kizik’s adult and kids’ shoes are currently being sold at Nordstrom stores in Lynnwood, Wash.; Portland, Ore.; Oak Brook, Ill.; Scottsdale, Ariz. and Roseville, Calif., as well as online.

Now, Deere said consumers can find the brand at Scheels, Von Maur and all 174 Brown’s Shoe Fit locations. “Our initial expectations for our further push into wholesale was to open 100 doors by the end of 2024,” the CEO said . “With these new partners, it looks like we are going to be in closer to 500 doors this year. It’s remarkable how these partners are receiving us and making the decision to broaden their Kizik assortment.”

Larroudé’s New Nordstrom-Exclusive Sandals Add a Flirty, Feminine Finishing Touch to Your Summer Style

• Fashion News
• Celebrity Style
• Collaborations
• Outdoor Footwear
• Women’s Footwear
• Sneaker News
• Men’s Footwear
• Children Footwear
• Business News
• Executive Moves
• Mergers & Acquisitions
• Shoe Guides
• Sneaker Deals
• FN Gift Guides
• Foot Health

Access exclusive content

Alerts & Newsletters

By providing your information, you agree to our Terms of Use and our Privacy Policy . We use vendors that may also process your information to help provide our services. This site is protected by reCAPTCHA Enterprise and the Google Privacy Policy and Terms of Service apply.

Footwear News is a part of Penske Media Corporation. © 2024 Fairchild Publishing, LLC. All Rights Reserved.