The Covid-19 pandemic has hit us hard and changed our lives drastically. Consumer behaviour and purchasing habits are no longer the same as before.
Can we expect to see 2021 return to marketing as normal? Unlikely… But there are ways to adapt amidst this period of uncertainty.
What is a Brand Strategy?
Every brand goes beyond a logo or name. It is the entire experience and image your potential partners and customers have of your brand, product or service.
Your brand is not just about your visual elements (e.g. logos, colour palettes) but an entire emotional experience, determined by how you interact with your consumers. Your brand strategy defines who and what your brand is.
Ponder about the following questions:
- Who is your audience?
- What images do you convey?
- What messages do you deliver on your website, proposals or campaigns?
- How do your employees interact with partners or customers?
- What is a customer’s opinion of your brand as compared to a competitor?
It is necessary that you be sure to check in and review these questions more than once a year especially during these times. Ensure that your brand strategy is still relevant even when your environments change every day.
The Value of Creating a Defined Brand Strategy
So… why is a brand strategy important? What can you gain?
Branding is a must to set your brand apart from your competition and it helps you keep your brand consistent and align to consumers, while communicating your brand message.
“People do not buy goods and services. They buy relations, stories, and magic.” – Dan Weiden
A brand strategy helps understand what your brand is all about and serves as a guide to communicate this message.
Especially with rapidly-changing consumer behaviour amidst the Covid-19 pandemic, when you don’t know who you are, why you exist, what you believe in, or what you’re trying to achieve, your brand loses out.
Here are five easy-to-implement tips to create your winning brand strategy for 2021.
Need help in creating your 2021 brand strategy? Reach out to us.
