Brand Strategy

You can’t be all things to all people—but a good brand strategy can make your B2B company more easily identifiable to your target audience.

If brand strategy isn’t a component of your overall marketing strategy, it should be. In our last post, we discussed how our Growth Catalyst process can help build a strong brand. Your brand strategy—the consistent application of your brand over time—helps you build brand equity. This in turn keeps your marketing momentum going.

Here are a few ideas to keep in mind when formulating and executing your brand strategy:

Find your voice
Your brand’s voice is its personality, so it should be unique to you. The words and phrases you use to communicate your brand need to speak to your audience about what you can do for them that your competitors cannot.

Create brand standards (or ask us to create them for you)
Be sure to include color palettes (primary and secondary for flexibility), fonts, and rules about logo placement/size, tagline usage, and other rules related to your brand assets.

Use templates
Just sticking your logo on everything (even if it’s placed according to your brand standards) isn’t enough to build brand equity. Your marketing should have a consistent look—whether it’s a common header or footer on ads, a type of bullet used on a sales sheet, or a theme and slide master for your PowerPoint presentations.

Create an asset library
Include approved images, logo files (in various resolutions and in any format you may need), tag lines, etc. Consider also including copies of any ads, banners, brochures and other marketing pieces so they are easy to reference in the future.

A strong, consistently communicated brand is one of the most powerful tools in your marketing toolbox. You can use it to turn prospects into customers, and customers into loyal advocates of your company. What are the components of your company’s brand strategy?

Amie Horan

Amie Horan


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