Psychographics: The New Way to Make Your Brand Marketing Strategy a Success

Brand Strategy: Building and Founding for Long-Term Success

Combining several ideas and a logo is not a brand strategy. Here is a detailed guide to help you create and implement a well-designed strategy for promoting your brand .

When it comes to brand strategy, it’s not enough just to have a few points about what you want to do. Today, brands need both a deep understanding of why they choose certain strategies and a detailed description of what their strategies will be.

1 Why?

2 What is a brand strategy?

3 Develop intuition

3.1 Example:

4 Create the right stories

4.1 If you do not have such a level of depth in your story, it will be just rubbish, rubbish.

4.2 If you want to define your brand, you need to ask yourself a few questions:

5 Explore the target market

6 Understand consumer journey

7 Where is your audience?

Branding is your way to success

Because the more you describe your branding strategy, the easier it will be to succeed in implementing these strategies.

Here are three things that every brand should define:

What is the purpose of your brand?

Who are your customers?

How does your brand define long-term success?

Knowing the answers to each question will help determine what your goals should be, how you should approach your clients and how you will measure your success in achieving your goals.

“80% of available income depends on creativity and content”

The brand’s success is connected with the right creative message, and not just at the “right time” or “right place”.

It is important to truly understand your strategy before focusing on its implementation.

What is a brand strategy?

3 points for your successful strategy

A brand strategy is difficult to determine that it includes:

What does your brand mean?

What does your brand promise to customers?

What kind of personality does your brand convey through its marketing?

As you can see, many of these things are not tangible. How do you measure how successful you are in conveying a particular personality? How do you assess whether you have successfully defended what your brand represents, or could you do it better?

One of the key indicators of a successful brand strategy is brand mood.

And just because it is difficult to measure does not mean that you must reject. It may not be so easy to measure, but it’s too easy for analytics to discard the quality work associated with branding.

Some see  branding as furry, touchy, and emotional. But this is a superficial way to describe it. Branding is critical to the existence of your brand! It also fuels the culture of your entire team. Let's dive into this skill set.

Develop intuition

A branding strategy definitely involves the intuitive side of your mind. But you can also use data to guide your direction. One way to understand if your brand is on the right track in a branding strategy is to present your brand’s strategy as the story you are telling.

A good story is not just something that can be read on the page  , but experience  . And in order for something to become an experience, it must have a beginning, middle, and end. At the end of the experiment, there must be some change from the very beginning.

What causes a change in history? Tension. There must be tension between your antithesis and your thesis.

From a marketing point of view , your “antithesis” is the pain point of your client. Your “thesis” is your solution to this problem. Thus, stress is the problem of the client himself, the basis of your entire fit to the market of products, considered at the initial level.

If you don’t have a “problem” to be solved, then you don’t have a business, period!

So, in the end, brand strategy comes down to one thing:  storytelling . Your brand’s strategy is its story, its vision, its heart and soul.

Example:

Each cinematic film basically has a main “thesis” inside the main character, usually starting with a “vision” of what things can or should be - but they are not able to achieve this. As an antithesis, it is a harsh reality that pushes the character away from seeing how everything can or should be.

This push is amplified until the character eventually changes internally, externally or ideally both. In the finale, the hero’s previous reality is replaced by his vision, which now becomes his new reality.

This is what makes good branding - it inspires action, change, desire, or, in some cases, makes your customers correct what they care about or change their minds. When your brand is awesome, it literally transforms your consumers!

If you do not believe that history matters, then it will be difficult for you to create a message that evokes emotions and action. In the end, all that your brand has is one amazing story, broken into pieces that you can eat, told through various points of touch and pain points. This is it!

Create the right stories

History matters, therefore, to be successful in motivating consumers, you must  create a kind of message that evokes emotions and actions  .

Why are we doing this? Because a well-told story is unforgettable, which means that people care about your brand, which contributes to loyalty and helps to remember. These are things that no amount of technology or the media can and will never do.

If you do not have that level of depth in your story, it will be just rubbish, rubbish.

Define your brand and its purpose

The goal of your brand is simply its goal. Knowing why your brand exists, what its purpose is in the world, and what it stands for, defines it from the very beginning.

If you want to define your brand, you need to ask yourself a few questions:

What problem does my brand solve?

Who is my ideal customer?

Who is my competitor?

What makes my brand feel like my customers?

Why do my clients trust me?

What is the story of my brand?

If my brand were human, what would their personality be?

Once you answer these questions, you can start choosing things such as the color and font of the logo , your motto or slogan and other marketing elements to convey the overall story of your brand.

Let's look at an example and put it into action.

Suppose you have determined that the ideal customers of your brand are young women who are preparing for marriage. High-class wedding companies with a very elegant appearance participate in your competition, but you imagine yourself younger.

You are credible because you do not embellish the reality of expensive weddings. Instead, you help brides to spend their special day without going into debt. You have a story about why you created this brand if your brand was a man, she would be a young, thrifty bride who wants a wonderful day, but with a practical head on her shoulders.

With all this in mind and knowing that you are targeting young brides, you can stay away from the elegant and mature logo colors. Come with fresh, trendy wedding flowers that are feminine and pretty. Here's how you translate your brand’s story into your marketing.

If you are a startup - or even a recognized brand that may have missed the mark on a product or service - be prepared to review and update your story, again and again, if necessary, until you get the answer you want. The right response to a brand message will pay dividends, much more than the right timing or placement.

Explore the target market

Once you understand your brand’s strategy, you may be ready to start marketing. Researching your market — and  understanding who your audience really is  and what will capture it emotionally — is an important part of correctly implementing your brand’s strategy. There are several things you will need to do in your target market research, including creating a portrait of a client.

A customer portrait is a detailed description of an ideal customer who cannot refrain from buying your product or service. This person will help you understand what type of people you are using marketing. You cannot have an emotional impact if you do not know who you are trying to connect with.

Some questions to ask when creating a portrait of a client include:

What demographics does this person fall into?

Are they married and have children, what age they are, what gender, how old they are, etc.?

What is their education?

What is their career? Are they trying to climb to the top of the corporate ladder or are they interested in becoming a small business owner?

What is their current job and in which industry?

What does their ordinary day look like?

What skills do they need to be successful on a typical day?

What are their biggest daily challenges?

How do they determine success?

Where do they get their news and information from?

Where do they prefer to shop?

What was their most recent purchase?

Understand the consumer journey

The next thing you need to understand about your ideal customer is where he is on his way to the consumer. Consumer Travel is a map that shows how the consumer contacts your brand at any time. It can range from “not connected at all” to “loyal brand advocate and regular customer."

On this path, you can highlight such moments as “interest in your product” or “interaction with you on social networks” or “first customer”. Understanding the consumer path for your business will help you  put together an action plan to  attract customers.

For example, if you find that many customers never return to your store after the first purchase, you may need to create a loyalty program.

Where is your audience?

Finally, another very important thing in your market research is to know where your audience is located, both in the physical and in the digital world.

You need to know where your target audience is most likely to contact you. Are you targeting online shoppers who mostly chat on Instagram , or people who want or need to shop at a store?

You also need to know where your audience physically lives, as this can give you an idea of ​​the core values ​​of your customers.