8 advices to make an effective branding strategy

If we go shopping to our favorite supermarket, we will always see the almost infinite options of the same product we have to choose: we have them by size, color, age of the production companies, some we saw on television ... Which one to choose? Branding, in a certain way, has an important role in this type of situations. What should we take into account to make an effective branding strategy?

1. Know your customer

Being clear about our client's profile not only helps us as a company but also allows us to deduce the best way to approach it, as well as defining how to offer my product. Remember that customers buy experiences rather than objects.

2. Define the objectives

The objectives should always follow the SMART concept: be specific (specific), measurable, achievable (attainable), relevant (relevant) and be temporally delimited (time-related).

3. Analyze your competition

You must know who your competitors are in order to make a strategy that considers your strongest and most distinctive points against others.

4. Develop your value proposition

We must be aware of our strengths, whether the price, quality, alternative, feeling we offer (nostalgia, for example), status, among others.

5. Establish your storytelling

Storytelling is the technique in which a connection is established between the brand and a story or story. Storytelling makes it easier for the consumer to remember what it is and what the values ​​of a company are.

6. Name, color, logo, slogan and tone

One of the fundamental steps when creating a company or doing a branding campaign is to establish your corporate identity: you must have some uniformity in the brand although they are different elements.

7. Define the communication channels

For this, we must know our consumers and choose the best medium (television, social networks ...) through which to send our messages as a company.

8. Evaluate the results

After having launched the strategy, we must be attentive to the results we have obtained. This is no less important than the strategy itself, since it is the results that will allow us to see if everything has worked or if there are things that we should correct or change. 

Source: The social media family.