Why Do You Need A Branding Strategy?
How Wearing a Grey T-shirt can Get People Talking
Facebook CEO Mark Zuckerberg has become one of the most recognised figures of modern times. A young, dynamic, entrepreneur with the whole world at his feet, dressed in that signature grey t-shirt, occasionally set off by a fetching zip-up hoodie.
When asked about his resolute attachment to the grey t-shirt at a recent Q&A session, his response was sober and cautious. He assured the audience that he didn’t have energy to waste on anything as frivolous as choosing what to wear in the morning – he needs all his energy to devote to his work.
But Robin Wight from the Communications Group Engine, is not convinced. He thinks that Zuckerberg’s uniform of choice points to one thing: Branding Strategy. “Brands need to show continuity, and Mark Zuckerberg is very much part of the Facebook brand,” he says. So, like Steve Jobs before him, Mark Zuckerberg has cannily adopted a consistent dress code in order to promote his brand.
Branding is Communication
The grey t-shirt uniform is just one example of how there is more to branding than simply designing a corporate logo and sticking it on everything. An effective branding strategy will help you connect with your customers and make your business grow. Once your strategy is in place, it can be put straight to work, pulling in customers and keeping them loyal.
Three Reasons for Developing a Branding Strategy
The day-to-day responsibilities of setting up and running a business will inevitably place many demands on your time and energy. Somewhere along the way there is a good chance that you will become swept up in it all and lose sight of the bigger picture. Taking a step back to focus on the key messages you need to communicate to your customers can revitalise your business and really pay dividends.
2. Get yourself noticed
Your brand is what sets you apart from your competitors. Customers will soon get to know your business through your branding, and if you get it right they will learn to pick you out from the competition, just as a familiar face stands out from the crowd.
3. Connect with your core customers and attract new ones
Once you have tested your strategy and know that it’s working, it’s important to keep your branding solid and consistent to ensure that it becomes established. Pay attention to details such as logo placement, tag line, colour scheme and choice of font.
As you gain confidence in your branding strategy, you will be able to use it in new ways to reach new customers For example, social networking sites such as Facebook, Twitter and Pinterest can be used to spread the word about what your business has to offer. If the whole concept of social media leaves you bewildered, the Dummies Cheat Sheet: Using Social Media to Promote your Business is a good place to start.
Developing your branding strategy can be fun and stimulating way to grow your business. Get it right and it will deliver for you in the long run… and don’t worry, it won’t mean you have to fill your wardrobe with grey T-shirts.