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5 Goals for Brand Strategy

Brand strategy comes down to your goals as a business. Having a focus on what you want to accomplish is an important aspect of your company vision. We’re going to look at a couple of key goals you’ll want to focus on when it comes to building your brand. Don’t just look at where you are now, but also where you hope to be. A smart brand will carry you into the future.

Here are 5 goals to consider when planning your brand strategy:

  • Brand awareness and recognition

  • Building a presence as an authority in the industry

  • Generate leads for increased growth and market share

  • Build client loyalty to encourage retention

  • A cohesive strategy that helps control your brand’s positioning

Let’s look at each a bit closer.

Strategic goals for better positioning

Brand Awareness: Brand awareness is crucial. Without it, you’re invisible. When you think about fast food hamburger chains, name the first three that come to mind. If I’d asked for fifteen, you might have struggled to get past a handful. That’s because the big players have invested so much into their brand awareness that when you think of hamburgers your brain already has an answer.

In your industry, it’s much the same way. Think about who comes to mind. You want your business to be easily recognized, so that when a potential client or customer has a problem, they immediately know you’re the solution for them. Brand awareness starts with things like a logo, advertising, and a web presence but think of the many ways you can draw clients to you through inbound marketing and smart brand awareness tactics.

Building an Authoritative Presence: It’s important to think of your logo, tagline, and message which helps build awareness, but you need to think beyond these things. They are simply first touch points that are a small part of your marketing. You become the go-to business in your industry when you lead the way with the right resources, solid solutions that are helpful to your clients, or things that make an impact in a customer’s life—the kind of impact they need.

The way to become the go-to expert is by sharing your knowledge, information, and resources in a way that builds trust over time. When your potential client first hears about you, this is the awareness phase, but with that you need to nurture and build trust. With trust comes relationships. Once they trust that you know what you’re doing, you become the solution in their eyes.

Increase Growth: Let’s face it, when it comes to business, we all want to see our bottom line grow. One of the reliable ways that is used to increase your profit is by generating new leads. By bringing in new clients you can increase your market share. More customers equal more income. But, that’s not the only way to help grow your income.

Another way to increase your company’s growth is by upselling or cross-selling to existing clients. Knowing how to nurture and engage with current customers, along with understanding their continuing needs is just as important as bringing in another round of clients. It’s more cost efficient to sell to existing clients than trying to draw in new customers. You’ll want both to grow your bottom line in the most efficient manner.

Encourage Customer Retention: Do you engage with clients after you’ve made the sale? Don’t let this golden opportunity pass you by. Once you’ve onboarded a customer, it’s important to place a strong value on customer retention. A happy customer is likely to share their satisfaction with others, and they can become brand advocates. Word of mouth advertising is cream of the crop marketing. Don’t ignore your current clients, thinking you only need to chase down new customers.

A Cohesive Message for Better Positioning: Define who you are, what you stand for, and make sure everybody at the company is onboard. Cohesive messaging establishes a strong brand reputation and allows you to control the conversation. In turn, it helps you optimize your positioning. Don’t let somebody else define how you’re seen or thought about. What do your customers say about you when you aren’t there? Is your branding strong, concise, and easy to relay?

It’s important that each member of your team understands the message you’re relaying, so there aren’t mixed signals going out to the public. Know who you are, what you do, and why you do it. Make sure everybody else knows too. You have a choice to either control your image, or to let others control it.

There you have it, five solid goals worth including when it comes to building your brand strategy. Have you considered each of those? Where might you need help? Many companies make the mistake of thinking their branding is only about their logo, marketing color choices, and what their ads look like. This is lost opportunity. Build a strong brand by taking the time to think it through so you’re well set up for the future as well as the present.


If you need a new direction for your branding, I’d love to help you out. Contact me today, and let’s get started.


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