DISCOVER THE BRAND EXPERIENCE JOURNEY
There's no denying that brand matters. The brand power wielded by giant like Apple, Nike or Tata is clear to all. But brand can work for small and mid-sized enterprises and B2B organisations too. Building a brand is neither easy nor fast. It takes focused strategy and consistent hard work to build a brand. A brand strategy works like a game planfor entering the market and making your niche. It helps outline brand positioning,brand identity and the types of messaging and marketing that will impact yourdefined target audience. Brand Positioning Brand positioning is used to shape the decision process of the consumer and pull them towards the brand. The brand positioning process starts with thorough research and analyses of competitors, consumer needs and market trends. It is built on market and consumer insights; it uses analysed data to devise a plan to stand out. Elements include target customers, brand personality, brand essence and brand promise. The aim of brand positioning strategy is mainly to develop a strategy to get into the mindset of the target audience, and set your business apart from your competitors in a way that builds preference for you. It is accompanied by creating a brand identity to execute the plan. Types of Brand Positioning strategies Generally, there are five types of Brand Positioning strategies: 1. 2. 3. 4. 5.
Customer Service Positioning Strategy Convenience-Based Positioning Strategy Price-Based Positioning Strategy Quality-Based Positioning Strategy Differentiation Strategy
Brand Identity Brand identity is implemented by using the data and insights provided by the brand positioning. Brand Identity is the essence of who you are. People often mistake brand for