What Are The Five Main Areas Of Branding Strategy

What Are The Five Main Areas Of Branding Strategy?

What Are The Five Main Areas Of Branding Strategy | The way a business exposes its goods and services to the general public is known as branding.

1. Branding Strategy

What Are The Five Main Areas Of Branding Strategy? The way a business exposes its goods and services to the general public is known as branding.

A name, term, design, symbol, colour, sound, or any combination of these that designates a product or service as being the property of a specific person or organisation is known as a brand. Customers are meant to have a connection to a brand, not just a product or service.

What Are The Five Main Areas Of Branding Strategy

People typically associate brands with businesses like Coca-Cola, Apple, Nike, McDonald’s, etc. We frequently overlook the fact that these brands were originally just struggling small enterprises since they have grown to be so well-known. To thrive in today’s cutthroat world, businesses must establish a strong brand identity.

The worldwide brand’s strategy

Businesses that operate on the global market don’t generally adapt their offers, brands, and marketing to various local situations. Consequently, a brand created for the domestic market is employed in a similar manner on other markets. Such a strategy is appropriate for businesses with truly distinctive brands and products that don’t have much competition abroad. Microsoft Corporation, as an illustration.

The international brand strategy

Companies that employ this tactic use the same brand name, logo, and slogan around the world without adapting the branding concept to potential country differences (like Intel Corporation did at the beginning of its operation). Communications, brand positioning, and market proposition are all the same. Everything is therefore designed from the beginning for a global audience. Standardising branding activities results in significant savings in terms of capital expenditures.


The international brand’s strategy

What Are The Five Main Areas Of Branding Strategy

  • However, the idea of a corporate brand is clearly defined and serves as a foundation for local adaption. Therefore, a brand can be positioned in many ways, a suitable price can be decided upon, and trade policies can be used.
  • Negative features in this situation include the high costs associated with meeting all local standards as well as the absence of the advantages of standardisation.

2. Positioning your brand

A corporation places itself in the market using brand positioning. A business could present itself as the innovator in a certain technology, the market leader in a particular industry, or the trend-setter in a particular niche.

A corporation must first specify what its target audience wants in order to achieve brand positioning. Once a business is aware of who its target market is, it may create a unique selling proposition (USP) that sets it apart from rivals.

Although it cannot be changed, how a person perceives your brand can be altered. In actuality, brand positioning will take place naturally. They will determine how your market views your brand as well as that of your rivals.

But via deliberate activities, you can impact market impressions in a positive way. There are three main parts to brand positioning:

  • Positioning is the process of developing a brand image or identity that appeals to a product’s or organisation’s target market. 
  • Re-Positioning is working to change a product’s identity in relation to competing products in the market. 
  • De-Positioning is attempting to influence or change the identity of competing products in relation to your product.

It’s critical to precisely identify the market in which your brand will compete if you want to build a distinctive brand. You need to be aware of the product characteristics that are present in the market.

What Are The Five Main Areas Of Branding Strategy

In order to create the best identity and image for your brand, it is essential to determine the distinctions and similarities between it and other brands. A powerful brand effectively conveys the special qualities, specifics, and benefits of choosing your product over competing ones.

To set your product apart from competing ones on the market, you might decide on one or more differentiating elements while creating the distinctive value proposition of your brand. The principal placement kinds are:

Targeting is the process of concentrating a brand’s marketing efforts on a certain market segment, such as one that is demographic, geographic, ethnic, or economic. The target market must see the brand as superior to competitors in satisfying their demands in order for target positioning to be successful.

A product or brand has a perceived advantage over rivals if it gives a benefit. The effectiveness of positioning by benefit will depend on how many consumers can understand this distinction and how effectively the marketer can convey the advantage.

Price — bringing attention to a product by positioning it at the top or bottom of the scale of competitive pricing. This kind of positioning approach has a significant impact on both the brand image and the profit margins.

Utilising a sales channel that isn’t used by rival brands or goods is known as distribution. People may perceive a product as unique or deserving of special consideration if it is the first of its kind to be sold in a specific market category.

3. Brand Recognition

A brand identity is the collection of traits that characterise a business. Everything from logos and colours to fonts and slogans is part of a brand identity. The company’s beliefs should be reflected in its brand identity, which should also help set it apart from competitors in the same industry.

What Are The Five Main Areas Of Branding Strategy


A brand identity is the total visual representation of your company’s appearance and feel; a logo does not constitute a brand identity. It involves using your brand in conjunction with matching colours, fonts, graphics, and imagery. An identity will include completely developed marketing materials to help you debut your new logo and provide the groundwork for future marketing initiatives.

You could find it challenging to consistently portray your brand to your customers without a carefully considered brand identity.


A variety of marketing materials utilised at customer touch points make up an identity. Business cards, letterhead, envelopes, presentation folders, and thank-you cards are just a few examples of items that used to only be printed in the past. Brand identities may now incorporate email signatures, slideshow templates, and social media headers in the increasingly digital world.


Without using it in your marketing, a logo project is lacking. You’ll eventually need to take your logo out of the packaging and display it somewhere for people to view, like your website or a brochure.

In addition to making your brand consistent, a complementary identity will start the process of exposing your logo and brand personality to your audience.


Your company’s needs for brand identity are particular to it. Think about your customer touch points and budget while speaking with your designer or creative agency. Your primary customer contacts take place online? If so, think about substituting social media components for letterhead and envelope designs.

Do you have the money to print a thousand envelopes in full colour? If not, think about printing in grayscale, monochrome, or using postal labels for your envelopes. If you own an online store, you might think about substituting stationary designs with shipping boxes and packing slips that your clients will use more frequently.

If you own a professional service company, you might think about swapping out a brochure design for a PowerPoint template design for presentations that are more impactful.

To put it another way, your identity should reflect your level of client engagement and your financial requirements.

4. Brand Promise

A company’s essential value is expressed in its brand promise. A brand promise is a declaration of the attributes that customers anticipate from a business. A good illustration of a brand promise is, “We offer high-quality items at competitive pricing.”

What Are The Five Main Areas Of Branding Strategy

You might want to consider how you want your target clients to see you as a small business owner. You can develop long-term goals, tactical plans, and operational strategies based on the brand promise. The most crucial aspect of business planning is developing your brand promise. When developing your brand promise, keep the following considerations in mind:

  • How is the brand that the corporation aims to deliver doing?
  • What specifically is it that a firm or organisation intends to offer its clients?
  • What impression do you want your business to leave on customers?
  • What is the distinctive quality or requirement that your company must meet for the customers?

Planning a brand promise involves more than just coming up with an intriguing phrase. Actually, the company was created around it. All other marketing activities, including sales, advertising, and others, should support your brand promise.

Never believe that a promise is something that should be broken. Make only those promises you can keep. Avoid promising something you can’t deliver on to avoid giving people a negative impression of your company.

The experience of your target clients should be improved in every part of your organisation. If you are successful in doing this, your brand promise has been successfully fulfilled. Consider how you might go above and beyond what clients expect in order to establish a long-lasting relationship with them.

What Are The Five Main Areas Of Branding Strategy

No matter what your brand promise is—whether it’s the lowest costs, the most cutting-edge designs, the highest level of durability, or the best customer support service—every component of marketing your product must express it to buyers in a clear and concise manner.

Start with one promise, especially in a tiny business, and add more only after you keep it. Avoid overextending yourself. Once you develop your team, amass more experience, or generate more cash flow, you can add more promises.

It’s difficult to keep several promises at once. Last but not least, keep in mind that if you break your commitment, customers won’t think highly of you.

Does your small business have a brand promise? If so, how are you living up to it in day-to-day operations?

5. Experience with Brand

The overall image a customer has of a brand as a result of their interactions with it is called the brand experience. When a customer buys a product or uses a service, they want to know that they can trust the firm and will get excellent service.

What Are The Five Main Areas Of Branding Strategy

However, brand experiences transcend beyond specific events. The brand experience includes how you interact with customers at all times, not just when you are concentrating on engagement. Consider Starbucks; you know that when you walk into one of their locations, you will be greeted with the aroma of coffee and helpful, cheerful staff.

The entire encounter is a part of their brand. As an alternative, consider Apple. Their products and employee training follow the same ideas as their stores, which are elegant, basic, and “no-fuss” in nature.

These instances demonstrate the need for the brand to constantly permeate all facets of the company. If your company wants to gain consumer public advocacy, the way that it is perceived by customers, the items it offers, and the services it offers should all be properly planned and implemented.

There are several factors you should take into account for a successful brand:

  • First, think about how you want the public to feel about your brand. It must have a personal touch and generally be amiable, conjuring up favourable associations even before the first contact.
  • You should also provide a little something unique. Find a personality and perspective that will truly put you, your products, and services apart from your competition while keeping in mind what they are doing.
  • Consistently endeavour to offer first-rate customer service. Poor customer service will lead to a bad reputation, which will hurt your brand.
  • Although it may seem obvious, work to establish a solid reputation, deal with problems swiftly, promote successful items, and provide consumers special advantages to choose you over rivals in your industry.

What Are The Five Main Areas Of Branding Strategy

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