Powerful Branding: The Winning Elements

In a competitive world, only the best manage to stay at the top of consumers' minds. That's why it's essential to focus on how your brand is perceived by shoppers. Considering that retail is an industry with many direct and indirect competitors, brands need to find their voice and learn how to share it with their customers.

In this article, we'll focus on the elements that create a powerful brand. We'll also offer tips on how to use these elements to create a brand strategy that helps your customers remember your brand.

What is a brand strategy?

A brand strategy is a holistic approach that describes how a company will present itself to the target audience. The purpose of branding is to help the business be memorable in the eyes of buyers. Also, a great branding strategy can improve brand loyalty, customer satisfaction, and sales. However, the main purpose of branding is to create a good impression and connection between the brand and consumers.

Why is it important to develop a brand strategy?

"You can have the best product in the world, but if no one knows, what's the point?" Phil Knight, President of Nike Inc.< / p>

Before the product is the brand, and without a solid brand strategy, no one will remember your brand or your products. A brand strategy helps you connect with the right customers and build strong relationships. When customers think of your brand as a person, you've done it right.

Statistics also show the importance of implementing a powerful branding strategy. 59% of shoppers prefer buying from brands they trust, and 21% say they bought a new product because it was from a brand they like.

A brand is more than just a logo or name. While these elements are important and are what customers remember first, there are a few elements that any brand strategy should focus on.

The elements of a winning brand strategy

Before you start creating your brand strategy, it is important to understand and put these elements together.

brand core

As the name suggests, the brand core is the most important part of any brand strategy. The core of the brand is made up of the brand's core beliefs, purpose, values, and most importantly, the brand story. To know the core of a brand, you need to be able to answer the following questions:

Why does this brand exist? What matters most to this brand? What does this brand represent? How is this brand different?

This is the element that creates a connection with the client. More and more buyers expect brands to be driven by strong values ​​and take action to make the world a better place. Customers are willing to “repay” brands for this. 89% of shoppers stay loyal to brands that share their values.

Brand history

The brand story is the narrative a brand uses to share its core values, principles, and purpose. This is where storytelling comes into play and engages your buyers.

As we mentioned before, customers want to connect with a brand, and without a brand story, that's not possible.

One of the best brand stories is that of P&G. They market their brand as “Proud Sponsor of Moms”. Most of their advertisements and campaigns contained this slogan which managed to evoke an emotion. After all, who doesn't love a brand that supports mothers?

Brand message

Here lies the essence of a brand, its brand voice and its personality. Brand voice is made up of the messages and tone used by the brand across all marketing channels to communicate a message.

Depending on the types of products you sell, your target audience, and the core of the brand, you can find a brand voice that's right for you. There are several brands that can be recognized by their voice because they have managed to find one that evokes an emotion.

Brand "personality"

Brand "personality" is the emotion that your brand evokes in people. How do customers perceive your brand? Is your brand the funny and reliable old friend or the ecological and organic girl? Of course, each buyer will have a different perception of your brand because it depends on their personal experiences and emotions.

The brand personality combines all the elements presented above. This'...