02 Apr 2018

Brand Strategy: Why is it important?

In the upcoming weeks, Encite International, will be posting content in a series on branding. As stated in a previous blog post, many companies reach out to local marketing agencies to assist them with their brand needs. But why? How important is brand strategy for company?

Brand strategy is the guiding light behind a company, it tells your customers who you are and what you do. This plan identifies long-term goals for your brand that coincides with the company’s character and personality to make it easily recognizable to potential customers. It’s all about perception and should be carried through to all facets of the company. When well executed, it connects with a customer’s needs & emotions and gives you an edge against your competitors. Contrary to popular belief, a brand is not just your logo, product, website… its much more complex and that’s why it is encouraged to consult with an interactive marketing agency.

There are so many components that follow a brand strategy, hence this series: Mission, Vision, Positioning, Perception, Voice, Promise, and Image. Each of these elements all should be reinforcing and creating a unified brand for the customers and clients to experience. All of these create a foundation for your marketing strategy and without a clear understanding of brand strategy, often times businesses’ can become scrambled and miss the mark while lacking cohesiveness when enticing customers and clients. By laying out a strategy, your business will save time and money in the long run by having your employees on the same page when developing marketing content and ensuring clear communication to their customers to gain market share.

Both internal and external players that make a company run (customers and employees) would much rather work with a respectable business that understands their purpose, differentiates itself from their competitors, and creates a brand that they would be proud to purchase. This is a key to the success of any company! This is the motivation behind purchases and the pride employees have in your organization.

Jordan Pinelli

Jordan Pinelli

Jordan's strengths include cultivating relationships with people from all walks of life and reaching mutually beneficial outcomes for all parties. She has proven her leadership capabilities within roles in organizations she has been involved with, worked positions with independence and ownership, and with various seminars and conferences she has attended. Despite being slightly technologically challenged, she is proficient in many Adobe Creative Cloud applications. She has an immense curiosity for all things marketing having dabbled in Public Relations, SEO, Advertising, Analytics, Event Planning, Social Media, and Branding.