A brand design begins by establishing
clarity, having discussions with key market players and understanding how a
brand will differentiate itself from other brands in the market. Without a
strategy in place, a brand campaign is just based on a series of assumptions
and impulsive decisions. Let's look at a few tips that will help you build a
successful campaign.
Hiring
a creative design agency
Having an experienced third party to decide
what's best for your brand is the key to a successful brand campaign. This is
because an outside voice can give you perspective, act as a facilitator and can
help you navigate through various aspects of your company with undiminished
energy. A design agency can bring up unforeseen situations that force you to
think about the company's objectives and goals. With the help of an outside
voice, your team will be passionate and clear about the direction they're
heading towards and will be able to convert goals into a strategic brand
campaign.
Conducting
a brand health audit
To understand the strengths and weaknesses of
your brand, conducting a brand health audit is important. Without it, it's very
difficult to clearly define the strategic plan that needs to be implemented.
This includes what has worked in the past for your brand and what hasn't so
that the positives can be re-implemented in the new strategy. The weaknesses
are more important than strengths because they help in eliminating any
uncertainties when future projects are getting pre-planned.
Competitor
analysis
Every market is dynamic. Competitors are
changing branding strategy on a yearly basis and every now and then new
competitors are entering the playing field. Understanding your competitors and
how they build a niche for themselves in the market is very important for your
brand campaign. It also gives you the confidence to move in the direction of a
completely different approach for a strategic marketing and planning process.
When you analyze your competitors, you understand their positioning, claims,
value propositions, marketing channels, service offering etc. You also see
their weaknesses which you can turn into opportunities with your own brand.
Understanding
archetypes and personas
Understanding your target audience is
important to create an informed brand design campaign. This helps you chalk out
different personality types that will outline personality traits, demographic
information, pain points and marketing channels. This helps in designing
perfect campaigns aimed at the right audience. For example, if the persona of
your brand is someone in their late 50s looking for healthcare, a social media
brand campaign with fast-paced videos will not be the best way to reach them.
Hence, a brand campaign needs to be centered heavily on the target audience
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