5 tips for developing a smart brand strategy

Liz Alton

By Liz Alton

August 09, 2018
Young freelance team working on a project

In today’s digital landscape, a strong brand strategy connects you to customers and helps you stand out from the competition.

To get your brand into the spotlight, focus on your digital strategy. Customers browse your website, make purchases online, read digital reviews, and connect with you on social platforms like Twitter. Every interaction shapes their brand experience.

Offer a clear, consistent experience across these brand touch points to keep your customers coming back for more.

Here are five steps to help you develop a smart brand strategy.

Define your unique positioning

Start by clarifying what differentiates you from the competition and why your happiest customers buy from you. 

Some questions to consider include:

  • What’s the purpose of your business?
  • How do you help customers? What difference do your products and services make in people’s lives?
  • What’s unique about your company, from its origin story to the qualifications of your team?
  • How do you stand out from other companies in your field?

Distil the answers into two or three sentences that sum up what you do best. That’s the cornerstone of your brand positioning.

Develop consistent messaging

From the tone you use in your copy to the way you address your customers, consistent messaging helps you resonate with your ideal audience. Focus on a strong messaging strategy by developing a clear promise. Find a brand voice that speaks directly to your customers and prospects. Consistently use the same messaging and voice across channels, from your website to your Twitter profile.

Create a strong visual identity

Strong brands are consistent. Whether a prospective customer is looking at your website or your social media accounts, each brand touchpoint should clearly tie back to your brand. Start with your visuals. Your logo, tagline, color palette, imagery, and the overall look and feel of your design should align throughout your digital presence. From your Twitter profile to your email signature, keep the visual cues for your brand consistent.

Get to know your audience

Honing in on your audience’s unique needs help you shape every element of your brand, from the visuals to the channels you invest in. For example, if your audience is always on mobile, then short-form content or video may be the most effective way to reach them. Take time to understand their needs, interests, and how your brand fits in. From there, it’s possible to use features on different websites and digital experiences to reach them. Twitter’s targeting features let you put your audience knowledge to work by showing content to audiences based on their demographics, interests, and online activity.

Find channels for engagement

Customers want to interact with brands, whether it’s accessing customer service on Twitter or customizing their products. Get creative in how you engage. Offer online customer support. Run contests and ask your audience questions online. Share high-value content and then take the time to engage in deeper discussions, answer questions, and show customers that you care. An engaged brand is a memorable brand.

Standing out, delighting customers, and turning prospects into buyers starts with a strong brand. Invest the time to understand your audience and your company’s unique value proposition. Reflecting that in your visual identity, messaging, and channel choices will help you reach your objectives.

Ready to get started building a strong online brand that targets your ideal audiences? Launch a Twitter campaign today.  

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