Get your aim and highlight it. When you think of a brand, people come to mind rather than just the products or services that come to the purpose of attracting the eyes of customers increases. People like to hear that every day you start and work for them. For example, in Turkey, produced “Let him see you Dove.” the aim is to sell the slogan of maintenance products, stresses that relying on the desired result, it may be purchased and kept for years too.
Brand strategy is the advertising, content, sharing, slogan, logo works done to increase the value of the brand in the eyes of the audience and increase the perception of trust and quality. Today, many Brand Strategy advances with strong steps to create advertising and digital marketing strategies, investing in the brand instead of working to increase sales.
What is Brand?
Brand of a business or group; is the name given to the fields of name, shape and logo that it emphasizes in order to promote its services or products it sells, to increase mass interaction and to reach a quality place in the eyes of the target audience. The perception that the brand creates in the eyes of the people affects everything from sales to growth and brand value.
What is Brand Strategy?
Brand Strategy is a long-term plan that describes, promotes and promotes the brand. These strategies are determined according to customer needs and perceptions, competitors’ strategies and the evolution of digital life. Well-planned brand strategies affect every aspect of the brand.
The elements that determine the image of the brand;
- Image created with ads and social shares
- Website content and message to audience
- Campaigns, sweepstakes, offers
- Communication with the audience
- The perception and opinion of the mass about the brand
- Stand out from the competition with competitors, throw them a difference
Be consistent. In the eyes of people, it is not something that the brand is sitting and staying there. Perhaps you should always be consistent in making these years of work and ensure that a perception created is permanent. When sharing on social media or advertising in any field, you should avoid content that would contradict the brand’s purpose, service and slogan. Examples include McDonals. For years, McDonals has been one of the 10 most valuable brands in the world.
Highlight the brand, not the products. This will increase the brand image and perception. Instead of raising a single product or service in the eyes of people, your brand rises. One of the best examples of this is Nike. Rather than raising a single product in advertising content and social networking, Nike has become one of the most prestigious brands, sharing stories, communities, and sports content. For example, if you take a general look at the Instagram profile, instead of seeing a single shoe or sports shirt, you will see sports success stories and propositions such as active sports lives of people with different characteristics.
Create custom content for special and meaningful days. It is a strategy that strengthens brand perception and increases its popularity. Create valuable content according to the meaning of the day and broadcast it on digital media. Examples of this are the women’s day advertisements produced by Filli Boya every year, and the commercials commemorating Atatürk on November 10th. These ads receive millions of interactions during that day and earn people’s respect. An example of these ads is the Bonus‘s father’s day ad.
Add story and meaning to the content. When people determine their preferences in a shopping or service purchase, they value the content or propositions underlying brands. The perception of people who choose the more expensive of the two products of the same quality cannot be explained otherwise. Or just because he loves the brand can be counted thousands of people who make their choice in that direction. 93% of brands focus on content marketing in their products and services (MarketingCharts). You must create an infrastructure that affects people in advertising content and social sharing. For example, the themes and sub-texts that İşbank has worked on in its contents for years are examples.
Pay attention to brand name, logo, slogan. These are the most important perceptions about the brand. The brand’s name should be memorable and its logo should make a visual difference and the slogan should encourage people to take action. For example, let’s look at the Google logo. The golden ratio is used in the design of this logo. A lot of color logo means you can find everything you’re looking for.
Perform audience analysis. Once you have identified who the target audience is, develop your strategies around them. For example, as in Red Bull’s content marketing example. Red Bull is a brand that sells energy drinks and its target audience buys this drink in order to increase its energy, to cope with sleep and to keep fit while active sports. In Red Bull, he emphasized and supported sports in all his strategies, organized parachute jumps, sponsored festivals and emphasized such content in his slogans. As a result, Red Bull raised its brand image with solid steps.
First, perform an opponent analysis. You will probably have to stand out from a lot of opponents in the area you entered. To do this, first analyze their strategies, the results of these strategies and the mass perception of them. The lessons you learn about this will determine your strategies.