Small business owners are already aware of the fact that branding plays a key role in their business. However, a surprising number of them still do not know why.

What they need to understand is that branding is more than just a logo. It is also about how a business is perceived externally by others. No wonder most successful brands consider branding as the very core of their business.

In this post, we will walk you through with seven useful tips on how to create an effective brand strategy.

Define your unique positioning

First and foremost, you need to identify what are the things that differentiate you from the rest of the competition. This includes identifying why your happy and satisfied customers buy from you.

Here are some questions to ask:

• What is the purpose of my business?
• In what way can my business make a difference in my customers' lives?
• What are the unique aspects of my company?
• How do I stand out from the rest of the competition?

Summarize these answers in two or three sentences, which details the things that you do best. This will serve as the cornerstone of your brand positioning.

Determine your target audience

Think about who your target demographics are. Both your messaging and imagery should target a particular demographic.

Trying to target everyone all at once is futile. You could broaden your targeting, but you would not end up general relevant results.

So, start with two to three key demographics. Also, ask yourself these questions:

• Who are my target demographics?
• What do they like?
• How do they act?
• How do they like to be spoken to?

Form your brand voice

Your brand voice is how you will interact with the world. It is what differentiates your brand from the rest of the competition and makes you unique. It also connects your brand with prospective customers making it more identifiable and human.

So every single time your brand speaks, whether it is through your copy, marketing efforts, and advertising scripts, your brand voice should be consistent and recognizable. Customers will be able to identify with your brand easily.

As Marque Branding Agency Auckland would advise, "Identify what makes your brand 'unique.'"

For instance, if you want to offer lower prices than your competitors, then you can include that in your branding.

Look for ways that will make you stand out. If other brands are older and conservative, go for something that is sleeker and radiates a more youthful vibe.

Are other brands more elitist? Go for a more down-to-earth approach.

Create a strong visual identity

Your brand will serve as the face of your company. Therefore, having a strong visual identity is crucial to make your brand memorable to others.

Your brand's visual identity is everything that an average customer can see about your company. They will associate these various elements with your company, and your brand identity is born.

Your brand identity involves tools like:

• Logo
• Typography
• Color Scheme
• Brand's Voice
• Imagery Styles

The most important part here is to create a visual identity that will resonate with your company's overall nature and goals.

Content is king

For years, marketers have focused their time and efforts in creating and sustaining a solid brand identity that will create more meaningful experiences in their products.

But with the rise of personal communication channels and the Internet, you can now connect to your customers more authentically.

How? Through high-quality, informative, and engaging content.

With content, you can tell stories, know more about your audience, and help you establish more meaningful relationships. Content can also help build brand trust while entertaining and educating your customers on what you do and why you do it.

Collaborate with influencers

One way to widen your reach and improve brand awareness is to collaborate with the top influencers in your specific industry.

For instance, if you sell retail clothing, you can ask top designers or fashion bloggers to take over your social media account for a couple of days and share engaging and inspiring content with them.

This gives you a chance to tap into a new and broader market in your niche.

Utilize big data to target customers

Big data helps you target particular customers and can even predict future purchasing trends. For instance, a fast-food company can send out coupons and discounts to people that are experiencing bad weather conditions or power outages.

By using this information, you can get in touch with your customers before they could look up your products and services online.

After applying these tips, you need to check once in a while and make updates with your brand if required. Stay consistent with your efforts, and your brand visibility will increase. Eventually, you will be able to establish your brand authority and retention potential.