A strong brand needs to push beyond the borders of the logical approach. It needs to perform on a level that calls out or firmly clasps the heart of your customer.

That’s why to build an effective brand strategy, you must first come to the conclusion that your strategy needs to combine both logical and emotional elements to create engagement, provoke reactions and to give focus to your brand.

Here are 5 important things to consider when developing an effective brand strategy:

Heart Connection

How does your brand emotionally connect with your audience? What emotions are you trying to trigger? How hard are you pulling on the heart strings? Are you meeting a need? Are you trying to make a personal connection with your audience?

Competing for Heart Space

How effective is your strategy with respect to your competition? Is it working hard to catapult you to top of mind for your audience? A great way to know is by observing your competition with regard to your brand. Are they trying to copy you? Do they feel threatened by your brand?

It’s called R&D for a reason. Ripoff and duplicate.

The Bottom Line

When it all comes down to it, in order to survive in business you need a healthy bottom line. If your brand strategy doesn’t ultimately drive everything toward generating a healthy bottom line, then it’s pointless to even have a strategy.

Fire Starters

Will the ideas in your strategy spark an inferno? Will it create brand chatter? Are you sharing a story worthy of being heard and spread?

Mirror Effect

Does your brand strategy reflect who you are or who you are perceived to be in the hearts of your loyal followers? Now having said that, the core brand strategy needs to be a clear reflection of your brand, but there is always room for creativity and to stretch your brand beyond the comfort of its current borders. This simply allows you to remain fresh and relevant with your audience.

An effective brand is an intentional one. You cannot be successful in growing your brand unless you have a well thought out strategy; a blueprint to guide your brand through the clutter of your consumer’s mind and direct it straight for the heart.

 

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