Any business, no matter how big or small, can benefit from thoughtful strategic branding. It’s never too late to develop a branding strategy that shows customers what your business is all about!
In this blog, I’ll give you the details on how to create a strategic brand, and tell you why it’s what gives you a competitive advantage. I’ll provide tips on how to create a strategic brand for your own business if you’re in the DIY stage.
What is strategic branding
Strategic branding communicates your business’s mission and values to customers. It brings your business to life by making your business identifiable and memorable to people who are interested in your products or services.
On a website, branding provides a more cohesive look and feel. It ties together photos, graphics, and information about your business to provide an exceptional user experience. For long-term success, you’ll need to spend time thinking about how your brand reflects your business and how it impacts online customer interactions. Your website is often the first place someone goes to learn more about your business. Are you proud of what they see?
The importance of research in the branding process
Before you jump into branding, do some research to narrow down exactly what you want to communicate about your business and how you can do so effectively.
If you already know who your ideal client is, start considering their needs, goals, and priorities. What appeals to them, and why should they care about your business? Even doing just a little bit of research will give you valuable information about what will resonate with your target audience. By taking the time to learn about your audience, you’ll be able to build a brand with a deeper connection to your customer base.
You also need to figure out exactly what sets you apart from competitors. Learn what similar businesses offer and distinguish what makes you stand out from them.
Establishing your business purpose before web design
Branding is more than just visuals and style–it’s about providing a strong and clear direction for your business. It gives you a clear vision for the future, better understanding of your ideal client, messaging clarity, and so much more!
You need to outline your business goals and create your business plan before designing a website. If you aren’t able to articulate the purpose of your business, your website will lack direction and your audience won’t understand what you offer. If you aren’t clear on your target audience, offer suite, or business direction, I don’t recommend investing in a professional website yet.
Knowing your business identity and purpose is the first part of establishing your brand. Once you have these foundations, you can begin designing a website with 100% confidence it will accurately reflect your business and attract your target audience.
Creating a connection through branding
Creating a story is where the magic happens on your website. This is where you can display your personality, get creative, and design to your heart’s content!
Engage your audience with graphics,visuals, and engaging copywriting to lean into storytelling for your business. Your story–visual and written–should be clear, concise, and should explain the “why” behind your company. When you have a clear brand strategy, these storytelling elements will come easily.
The goal is to increase brand recognition, establish trust, and cultivate loyalty. Authentic relationships are key to customer satisfaction, so your website should give visitors plenty of ways to connect with you. Think links to your social media pages, invitations to join your email lists, and informative blog posts.
All of these will help build an emotional connection with your audience through a positive brand experience–all rooted in a solid brand strategy.
Opinions about your website form within milliseconds
First impressions make a difference. Customers who visit your website will make snap judgements about your business based on design, style, and ease of use. In fact, research shows people form opinions in just 50 milliseconds (!!!). Your website must be polished and professional to make a positive impression.
Creating a cohesive, aesthetic look will help your website attract the right people right off the bat. Make sure your website accurately reflects the purpose and vision of your business. Pick easy-to-read fonts, use simple navigation, and avoid pages cluttered with images or graphics. A well-designed website will show customers what your business is all about and keep them coming back for more.
And don’t stop there–always continue to refine your brand, and don’t forget to update your website. Customer needs will change, your offer suite will scale, and it’s up to you to adapt accordingly.
If you’re trying to solidify your brand and want to build a website that shows off your business, you’re in the right place. Send us a message and we’d love to help you out!