B1 Branding as Part of Business Strategy
Unit 28: Branding
Brand strategy is a holistic approach to developing an identity for a brand and creating positive customer perceptions. It is a long-term plan to achieve specific marketing goals such as customer loyalty and a strong position in the market. The brand strategy should align with the overall business aims and is an important part of the marketing strategy for the business. Key elements of an effective brand strategy include;
Purpose, vision, mission and values
Positioning
Personality and voice
Story and heritage
Tagline
Brand Purpose, Vision, Mission and Values
Brand purpose is the reason for the brand’s existence aside from the standard objectives of making money. This can connect with consumers on an emotional level by reaching out to their own values and sense of purpose in society. Brands often experience higher customer loyalty and staff retention when their purpose addresses a societal issue. An effective brand purpose can differentiate a brand from rivals.
Examples of brand purpose include;
Dove’s purpose to encourage women to make positive relationships with their bodies and improve self-esteem.
Patagonia’s purpose to implement solutions to the environmental crisis.
Ben & Jerry’s purpose to advance human rights and dignity, support social and economic justice for marginalised communities, and protect and restore the Earth's natural systems
The brand vision is what the brand aspires to be in the future. The vision can sets in place a direction to aim towards, thereby guiding strategy and decision making achieve this. This is communicated in the brand’s vision statement which is aimed at the personnel of the organisation. This can create clarity and cohesion within the organisation and motivate employees to work towards a shared goal.
Examples of brand visions include;
Disney “To make people happy.”
Tesla, “To accelerate the world’s transition to sustainable energy.”
Linkedin, “To connect the world’s professionals to make them more productive and successful.”
The brand mission is what is being delivered by the products and services. It is communicated in a mission statement which sets out the purpose, values and goals of a brand. The mission statement usually sets out clear objectives for company personnel to follow in order to meet their long-term vision.
Examples of brand visions include;
Disney, “The mission of The Walt Disney Company is to entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world's premier entertainment company.”
Tesla, “We're building a world powered by solar energy, running on batteries and transported by electric vehicles. Explore the most recent impact of our products, people and supply chain. We design sustainable systems that are massively scalable—resulting in the greatest environmental benefit possible. “
Brand values are guidelines of behavior and actions that form an important part of brand culture. The intention is to create a positive internal culture which is in turn communicated externally. Brands that have been reported as the best companies to work for tend to experience improved revenue and profits. Clear and achievable brand values create cohesion amongst staff and ensure that everybody is working towards the same vision.
Examples of brand values include acting with integrity, teamwork, putting the customer first, celebrating diversity, caring for the environment and continuous improvement.
Brand Positioning
Brand positioning is a brand's unique value in the eyes of a customer compared to competitors in the market. Brand positioning strategy aims to define a key point of difference to set it apart from rival brands in a positive manner. To gain a strong brand position it is essential to create solutions to customer needs more effectively than competitors. Customers are faced with a wide range of choices for every product they purchase. Brands must therefore fight to stand out in order for customers to choose them.
Considerations brands must make when devising brand positioning strategies include;
Perceived quality.
Unique product features and functions.
Alignment with brand values.
Price.
Purchasing experience.
Brand popularity.
Brand Personality and Voice
A brand personality is a collection of human traits and characteristics associated with a brand. Effective brand personalities have traits that resonate with the target market and therefore support the development of an emotional connection between the customer and the brand.
Types of brand personality include;
Excitement - Red Bull & Tesla.
Sincerety - Patagonia.
Ruggedness - Harley Davidson & Timberland.
Competence - Volvo & Microsoft.
Sophistication- Chanel & Apple.
When developing a brand personality, it is important to research and understand the target audience, establish the traits they hold or are drawn to and use those traits throughout all communication from the product itself to brand colours and website imagery.
Brand voice is an extension of the brand personality and refers to the style of communication used to connect with customers. A brand voice should be consistent with the brand personality and create a positive connection with the target market. Methods of communication include websites, email campaigns, advertisements, press releases, packaging and social media.
Types of brand voice may include formal, informal, humorous, respectful, inspiring, strong, assertive, considerate, empathetic, silly, elegant and sweet.
Brand Story and Heritage
A brand story is a narrative of the brand’s existence and activities. This may include the origin story of the brand, its purpose and its goals. The brand story fosters an emotional connection with the consumer by sharing the motivations being brand activity beyond making a profit. This creates trust in the customer which can lead to loyalty. Effective storytelling incorporates the consumer and encourages them to envision themselves within that story.
Methods to communicate the brand story include the '‘about us” page on a website, regular social media posts and brand ambassador reviews but also through any form of communication.
Brand heritage refers to the aspects of a brand that have existed and evolved over a long period of time. Brands with heritage stories can evoke the perception that the reason they have lasted so long is that they are of higher quality.
The associations of tradition can evoke a sense of nostalgia which supports the emotional relationship brands aim to foster with their consumers. Methods of sharing brand heritage include using founding dates in logos and maintaining traditional methods of production.
Tagline
A tagline is a short memorable phrase that companies connect to their brand and use across various forms of communication with their target audience. Taglines can increase brand recognition and promote a positive culture.
Examples of famous taglines include;
Just Do It - Nike.
The Ultimate Driving Machine - BMW.
Belong Anywhere - AirBnB.
Let’s Go Places - Toyota.