Building a Branding Strategy

Building a Branding Strategy

Negative feedback about products and services should be considered when developing the branding strategy. Make a list of the current public perceptions, then take a critical look at how those beliefs can be repositioned. For example, a product that is perceived as being outdated can be repackaged as something that is traditional and timeless.

At a minimum, the focus groups’ opinions should steer the final branding position statement. Typically one to two paragraphs, this descriptive statement must embody who the company is and what it uniquely delivers. From these sentences, cull sound bites (short phrases) that can be incorporated any time someone speaks or writes about the business.

Once this is accomplished, visual and textual elements can begin development. These should reflect the personality and values of the brand, but also match the interest and lifestyles of the target audience. For example, if a surfboard company wants to attract a young, athletic audience, the messages, fonts and artwork should be playful and outdoorsy. In contrast, a retirement savings company needs to build a more subdued brand in order to portray an image of trust.


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