Using Brand Strategy to Catapult Your Business Forward

BusinessMarketing & Advertising

  • Author Diane Lorenzo
  • Published February 7, 2013
  • Word count 611

Companies and businesses that deliver products and services on a more local scale will frequently run into the same problem. That is, how to raise their relatively unnoticed, but otherwise high quality, product or service to the next level of customer awareness and advertising. The sad truth is that many great products and companies have failed, despite their clearly superior qualities. Their failure is not one of fulfillment, but of message delivery. To secure survival and reach the next level of marketing and awareness, a strong branding strategy needs to be adapted.

A branding strategy is by no means simply picking up a new logo design and sending out some leaflets. A real branding strategy is a concerted marketing effort that uses multiple tactics to synthesize a cohesive business message and deliver that message to customers in an attractive manner. Branding is not a matter of luxury advertising; it is a truth of legitimizing your business and image in ways that will be profoundly beneficial and see immediate returns to your bottom line. Branding can only do this for your business, if you go about it the right way.

An Image

Branding is really all about conveying a bevy of emotions and ideas with just an image or design. By building a brand you are consolidating all of the services and products you provide with an image that you want to become synonymous with your business’ practices, ideas, and beliefs. One small misstep in crafting the image can lead to permanent brand distrust and thus an outrageously negative effect on your business.

The Process

Building a strong brand strategy begins with introspection and self-evaluation. The business owner must take stock of the product that they fulfill, and the strengths and weaknesses of that product. Also, the owner must decide what ideas and concepts they want to be connected with their business and the products sold. Crafting a story that incorporates how the business wants their customers to view it will be wildly beneficial in terms of advertising and first impression customer relations. Some good questions to ask about the business and find these answers are:

• What do we offer that no one else does?

• How will customers be helped by our products or services the most?

• What is one idea or feeling that we want every customer to feel about our business?

• What are your business’ goals for the future?

After these plans are laid out, arranging for a new logo design and other such concerns should be undertaken with gravity. Branding agencies are beginning to employ the services of talented graphic design artists to artfully design logos for their customers. A strong logo design is a cornerstone of brand strategy. Get the job done right through a branding agency or design firm; a professional job will convey just that to a customer (as will an amateur job).

Enact Your Branding Strategy

Finally, do everything in your power to spread the new branding and logo design through all aspects of the business. Make sure that the logo design appears in every advertisement, or every bill and letterhead that the business in question sends out. Design all advertising aspects around a unified message and echo that message through all communications.

The strength of a unified brand strategy cannot be understated. As much as it is a necessity that branding becomes part of any business or product’s marketing strategy, it is a necessity that the branding is done right. Brand marketing permanently grafts ideas and concepts to a business’ image that will work for the positive or negative; make sure that the professionalism of a branding agency ensures the best results possible.

UNIT partners is a San Francisco Design Firm specializing in Brand Strategy, Graphic Design, Packaging Design and more. Visit to learn more.

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