How to improve a branding strategy in 13 easy steps

By Indeed Editorial Team

Updated 9 September 2022 | Published 19 May 2022

Updated 9 September 2022

Published 19 May 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

A critical component of a successful business is a successful branding strategy. Many consumers choose to make purchases based on their favourite brands, making brand development important for any business. Knowing how to improve a branding strategy may be helpful if you're interested in brand development. In this article, we consider 13 steps to learn how to improve a branding strategy to communicate an organisation's value proposition effectively to its customers.

Related: How to brand yourself in 10 steps

How to improve a branding strategy

To answer the question: 'What is a branding strategy?', it's critical to consider the brand strategies definition, which refers to a long-term plan to achieve a company's long-term goal of ensuring its customers identify and prefer its brand over others. Follow these steps to ensure an organisation's branding strategy reaches its target audience:

1. Define the brand guidelines and vision

Every business has a purpose other than increasing revenue. Consumers value brands with a clear mission and vision showing how they can improve their customers' lives. A business can define its brand vision or purpose to show that it can provide value to its customers. Next, the business can define the brand guidelines: values, voice, tone, and personality. The business can use these items in all its branding campaigns and interactions with its customers. In this manner, the business creates a consistent professional perception of 'brand image.'

2. Research competitors' brands and brand strategies

Although a business cannot imitate its competitors, it can know what they do well and where they fail. A business can differentiate itself from its competition, making it easier to convince its customers to purchase from them. It's critical for a business to research its competitors and benchmark its brand against them. This information is helpful in brand positioning, which informs the branding strategy of the business.

Related: Research skills: definition and examples

3. Develop a consistent visual identity

It may be challenging to create a visual identity for a brand. A visual identity represents the values and products of the business and the company logo encapsulates these values. The visual identity includes colours that complement the values and products of the organisation. Once the organisation has developed a visual identity, it's critical to use it consistently on its website, blog, newsletters and print media. In developing a visual identity, the organisation may collaborate with a graphic designer to ensure the visual identity reflects the emotion and meaning the organisation wants to evoke with its customers.

4. Use influencers

Influencer marketing has become popular and may be effective in driving consumer behaviour. For example, many people look at social media influencers before making a purchase and sometimes influencers may affect purchasing behaviour more than celebrities. When an organisation uses influencers, they may benefit significantly from the collaboration. For instance, using an influencer to promote an organisation can increase brand awareness, expose the organisation to a new audience and improve sales.

The organisation can contact the influencer, sponsor one of their events or recruit them as its spokesperson. Alternatively, the organisation can provide the influencer with some of its products to use; they may then mention the products in one of their social media posts. Sometimes influencers don't mention a product; when their followers see them using it, they may also want to purchase it.

5. Enhance your credibility

Establishing an organisational brand that inspires authority may turn more people into customers for the organisation. It takes time to build authority and there are several methods a business can use to boost it. One way is to organise or sponsor a seminar or event where businesses and companies in the local area gather. Alternatively, you can reach out to a publicist to compile a series of publications to inform people about the organisation's brand story. Regular blog posts can help an organisation share its knowledge and expertise in its industry on its own website.

6. Use search engine optimisation

An organisation can increase the visibility of its brand by using search engine optimisation for its website or hiring an SEO expert to assist. SEO is critical to ensure the organisation's website ranks on the first page of the search engine's results since most people only click on these links.

The organisation's blog can provide valuable content. If the organisation uses SEO to target relevant keywords, it could increase its brand's exposure and bring its content to the right audience. Building high-quality backlinks to the organisation's blog can increase its rankings in the search engine results. The on-page SEO on the organisation's website is also essential and influences the ranking of the website. Using SEO doesn't give instant results, as it takes time to improve the website's ranking. It's worth including SEO in the long-term branding strategy of any organisation.

Related: How to become an SEO expert

7. Be active on social media platforms

Most businesses' target audiences use social media. The business can determine which social media platforms its customers use and become active on the platform. Even if a social media platform is not the best one for the organisation, opening an account on it can help avoid someone else opening an account in the business' brand name. This step protects the business' brand.

Each social media platform offers distinct benefits. The best social media channels to use are the platforms that facilitate engagement between the brand and its followers. These channels also provide helpful feedback to the brand and help a brand build stronger relationships with its customers.

Related: How to become a social media manager: a step-by-step guide

8. Develop and use branded packaging for products

When a customer receives a product they've ordered, their first point of contact between them and the business is the product's packaging. Product packaging is typically a bag or generic cardboard box, which customers tear apart to get to the product they ordered. A business can improve its branding strategy by using its product packaging to its advantage. A business can develop custom product packaging with its brand's logo and colours. Using custom packaging can create a better emotional connection between the brand and its customers. It lets the brand stand out from its competitors.

9. Provide the best customer service

Every business has dissatisfied customers at some point. A business can provide excellent customer service with its products to ensure its customers have a positive experience. Offering the best customer service can quickly become a company's biggest strength. When a customer raises a public complaint about a company's products, the customer service can help reduce the negative impact of such a complaint by responding publicly and remedying the issue. By doing this, the business shows that it cares for its customers and their views. It may also ultimately reduce the number of negative consumer reviews.

Related: 10 ways to consistently offer good customer service

10. Get feedback from stakeholders

A business' brand depends on the perceptions of its customers and other stakeholders. One way to improve a branding strategy is to determine if the business' stakeholders interpret the brand as the business intended. Knowing how the stakeholders perceive a business' brand and communication methods can help it adjust them if necessary. In this way, the business can build a branding strategy that creates the correct impression with its stakeholders.

11. Ensure the brand is accessible and trustworthy

A business can improve its branding strategy by making sure its brand is accessible and trustworthy. An accessible brand uses consistent messaging in the physical and virtual worlds. Trustworthy brands have reviews showing that they've delivered on what they promised.

12. Use storytelling

A business can use storytelling to infuse authentic life into its brand. People love authentic and uplifting stories. When a company develops its brand story, it explains what it stands for and why it matters to its target audience. A business can share stories about its brand or products and take its customers on a journey they can relate to. Visual storytelling is critical to companies' branding strategies. Using images in content can capture the target audience's attention faster and more effectively. Storytelling helps companies establish and nurture connections and grow their reputation with their customers.

13. Integrate the branding strategy into the business' overall strategy

A mandatory step for all organisations is integrating their branding strategy in all business aspects, including their overall business strategy. This enables a business to use its branding strategy more effectively than when it uses the branding only used as part of marketing and advertising campaigns. The business can apply its brand guidelines and values in its operations, including its interactions with its customers and social media monitoring. By integrating branding in all aspects of the business, the business can maintain the desired perception of its 'brand image', which affects the overall success of its branding strategies.

Related: 

  • What is a value proposition and why is it important?


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