As a creative design agency in Dubai we often have clients ask us, “I know all about my brand, I know where I want to take it. Why then do I need a brand strategy?” Explaining these two concepts often gets tough because both go like two peas in a pod and differentiating between them can often be a challenge. Yet, a brand is so very different from the strategy that makes it what it is.
Many times, the terms brand and brand strategy are used interchangeably or just loosely thrown around at meetings and during conversations without delving deep into what these two terms actually mean and how they differ from one another. This often leads to brands falling apart because they believe that a business plan is the brand strategy itself, and when the latter isn’t a clear roadmap, moving forward gets just as tough as driving across a poorly built road.
Now that we’ve established that brand vs brand strategy are two separate elements, here’s a look at how they differ from one another.
Let’s take a look at what a brand is. To quote the branding pioneer Walter Landor, “Products are
made in a factory but brands are created in the mind.” While your products are tangible, your brand isn’t, and yet it is the most powerful thing that defines your products. Think Nike, Coca Cola, Starbucks – when you hear these names you don’t think of a specific product – you think of what the brand conveys, the feeling it brings about – that’s what a brand is all about. It’s the consumer’s gut feeling or perception when they hear your name.
If you create a brand that’s strong, it can do a whole lot of good for you. Here’s just a few
Generating customer loyalty even without spending on marketing Setting yourself apart from the competition Commanding a good price that loyal customers will be willing to pay
But how do you get to the point where people trust you and are willing to pay a good price? How do you choose the ultimate goal for your brand, your position in the market, your X-factor that sets you apart, and how you speak to your potential clientele? That’s where brand strategy comes into the picture. In our experience, we’ve noticed that many local brands also limit branding only to its outward appearance, whereas, the truth is that you need a holistic branding plan.
To define it, “A branding strategy (a.k.a. brand development strategy) is the long-term plan to achieve a series of long-term goals that ultimately result in the identification and preference of your brand by consumers. A successful branding strategy encompasses the brand’s mission, it promises to its customers, how these are communicated, and much more.”
Here’s taking a look at why a strong brand strategy matters to your brand:
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1. It helps you stand out
Telling you that the competition out there is fierce would be an understatement. Funds being pumped into online and offline marketing, social media buzz, mall installations – brands are everywhere and technology is only making it simpler to target global audiences. You aren’t just competing with a brand now but the noise it makes. A clear brand voice and personality will help you make louder noise that grabs the customer’s attention.
2. Shapes your product’s identity and personality, adding life to it
The right creative design agency in Dubai can help you craft not just your brand identity, but your personality and expression too, which form an integral part of your strategy. These prevent your products from becoming lifeless material goods lying on shelves, and make them more relatable and eye-catching.
3. Maximizes your brand’s relevance
Buying your customer’s attention through ads isn’t the same anymore. What matters now is how you earn it and how long you hold it. Even if you’re selling just one product, your brand has to be flexible enough to adapt, overcome, improvise, and even expand, to survive the increasing client demand and create a connect that the brand can relate to. Your brand has to be exciting enough to make the customer fall in love with the complete brand experience.
Check out how this branding agency in Dubai went beyond being just like every other logo design company in Dubai, and instead created a complete brand strategy, identity, and packaging to make the brand stand out much longer.
4. Helps build brand loyalty
Customers are more inclined to stick with you if you can establish an emotional bond with them. Making a brand results in a humanistic connection that is more difficult to break. Maintaining an existing customer is more simpler (and less expensive) than acquiring a new one. When your company is a big one with a solid reputation among consumers, all of your marketing initiatives will have more impact.
5. Enables commanding higher prices
Why do people pay more for a coffee brand when there are other equally good options in the market? It’s ALL about the brand! The way it speaks, the emotions it brings about, the values it shares with the customer – it all boils down to the customer becoming a brand loyalist and willing to pay for the brand, even when prices rise, giving you more bang for your buck.
Choosing the right creative design agency in Dubai can certainly help your brand succeed and scale new heights.