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Brand strategy in a nutshell and why you need one

Your brand is the foundation and one of the most important aspects of your business. Doesn’t matter if you are a solo entrepreneur, small business, large, super size, business to business, business to consumer or anything in between. You only have one chance to make a first, second and third brand impression.

Take a listen to the 109th episode of the Social Zoom Factor podcast where I provide the definition of a brand, reputation and most importantly the top 5 reasons why you must develop your brand strategy and how it can benefit your business, customers and greater community!

In a nutshell your brand is your promise to all those who come in contact with your brand. It’s your promise to your customers, partners, employees, audience and community. Your brand will help you tell your story and helps you build trust as it informs people what to expect. If done right, it will also help differentiate you from your competition.

Your brand is rooted in who you are at the core, what you are about and what you do for your customers, employees, partners, audience and even online community.

Your brand is so much more than your logo. Of course your logo, colors, website, mobile site (or not), mobile applications, videos, tweets, Facebook and other social network pages, packaging, communication is also part of your brand foundation.

Some may argue that “your audience determines your brand, so why worry about it.” While this is true that the perception of your brand is in fact in the eye, heart and mind of the recipient, it is not true that the receiver is responsible for that first, second or third brand touch. That responsibility comes from you.

As a marketer you have the opportunity to be storyteller, and to also engage and empower others to not only be part of the story, but to give them a canvas and a paint brush and inspire them to help you write and tell it.

By developing your brand strategy, brand architecture, vision, mission and more, you can impact perceptions. You can better connect with the human beings on the receiving end of your brand visuals, messages, social media updates and everything you create and deliver via whatever mediums you are using to connect with your audience, community and customers.

Although you obviously can not control how others perceive your brand, you can definitely influence and design a positive, inspiring and engaging experience every time they come in contact with your brand.

This article was written by social business strategist Pam Moore, CEO and Founder of Marketing Nutz


Rosie Clarke

Rosie Clarke is managing editor at Multimedia Publishing.

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