2020 came in like a whisper but ramped up quickly in just a few short months. By early March, almost the entire world was in the grips of the global COVID-19 pandemic.
But amidst it all, a few things have become very evident. Regardless of where or how you live, you are more than likely affected by the virus. But, the companies that will come out on top will be those that have been incredibly creative with the brand strategy.
You can develop an effective brand strategy at any time, but for your or your companies sake, the best time to get a plan in place is now!
Read on for the most creative brand strategy examples that have come out so far this year, and get inspired to take your brand to the next level.
What is a Brand Strategy?
Do you have a clear vision of your brand strategy? Do you know what it is, or is it kind of all over the place?
A lot of companies, new and old, get stuck in a branding rut. If you put the work in to develop your brand previously, but then followed trends for a while, which resulted in losing sight of your brand, you’re not alone.
Brand strategy is, at its essence, your companies character and voice. It’s the feeling that people get from your company and the things they associate with it.
Your brand isn’t:
- Your logo
- Your product/service
- Your website
- Your name
While those things tie into your brand, they aren’t the sole, carrying forces.
Your brand is your reputation and the expectations your customers or clients relate you with over time.
What Makes a Brand Strategy Successful?
When you sit down to hash out your brand strategy, here are five essential components to keep in mind as you develop yours.
1. What is the Purpose of Your Brand?
When companies are developed, they usually have a purpose or promise in mind. Whether it’s excellent products, tasty food, or exquisite service, you should have a clear understanding of what that is.
Take some time to figure out what purpose your company has for existing, and make a note of that. Your purpose should be the core or at least the foundation of your brand.
2. Is Your Branding Consistent?
While it can be tempting to follow trends, only do so when it’s relevant to your brand. All posts, messaging, and conversation should relate to what your company provides; otherwise, consumers won’t have a clear understanding of what you’re offering.
On the flip side, it’s also essential to remain flexible with your branding. Being too rigid or traditional could work against you over time. Consistently measure what you’re providing to the public to make sure that your voice holds.
3. Does Your Brand Spark Emotions?
Regardless of what your company provides, there is an emotion there that you can work through with your audience. Does your company provide comfort or flavor? Perhaps you deal in a business that offers security or ease-of-use?
Whatever you provide, getting to the root of what you are doing for THEM can help spark your brand. You can develop your brand personality by getting to know what it is that makes your company so unique.
4. Does Your Brand Encourage Loyalty?
Unless you’re really lucky, there is probably competition out there for whatever product or service you’re offering the market. Thankfully, people are creatures of habit, and if they love something, they generally want to continue using that thing as long as possible.
By encouraging loyalty within your consumer base, you will guarantee return business indefinitely. Some great ways to build brand loyalty are regularly direct engagement, value for return customers, memorable logos, and most importantly, exquisite customer service.
5. Are You Aware of Competing Brands?
In addition to encouraging loyalty, you also need to know what competition you have in the market. Watch what competing companies do with their brand and take note of what you like or don’t like.
On the flip side, make sure that you maintain your companies individuality. While it can be comforting for customers to see something they like mirrored in a new company, you could lose sight of your specialty and will run the risk of direct comparisons.
The Best Brand Strategy Examples of 2020
Looking for a little inspiration?
Here are the top five best brand strategy examples so far this year.
Simple is a banking app that allows you to “master your money with one easy app.” The name says it all, the reputation precedes it, and in a time when you can’t get out to a brick and mortar bank, this is brand hits the nail on the head.
Famous for fresh, locally harvested ingredients, Chipotle knows how to give the people what they want. With a menu that continually updates with the times (like the Sofritas tofu alternative for vegetarian and vegan diners) and a promise to deliver food to your door during these uncertain times, Chipotle knows how to stick to their brand.
3. Dollar Shave Club
Dollar Shave Club beautifully opens up its website saying, “No two people are the same,” while featuring a variety of people of different ages, races, and body types. Offering delivery, easy shipment calendars, and a no-risk cancellation guarantee, they know what their customers want, and they provide it in a witty, easy to digest way.
Another company famous for personalized deliveries is StitchFix. Now, offering selections for men and kid’s clothing in addition to women, you take a style quiz, and a professional stylist sends you the selected items. They take, “personal styling for everybody,” to the next level!
Do you want to “order food delivery you’ll love”? Grubhub has come to the rescue of many people stuck at home by delivering food, while also encouraging the support of local restaurants struggling during this time. You can also donate change to charitable organizations that are supporting restaurants and drivers impacted by COVID-19!
Where Should You Start?
When getting started or revisiting your brand strategy, it’s best to take a step back and look at where your brand is currently. Is it easily recognizable and unique enough to stand out?
Then take a look at competing company brands and peruse the brand strategy examples above to see where you can find inspiration. What does the market need currently, and how does that tie into what you have to provide?
Developing a brand strategy may seem challenging at first, but it will make a big difference for your company over time!