Branding Strategies

What are the different branding strategies? A branding strategy has the exciting potential of being the operating principle for everything your business ever does. 

Why are Branding Strategies Important? 

A Brand is more than just your logo. There is a lot involved in a well-thought out brand strategy.
Such as: Your colour palette, the type of font suite, a variations of logos. All of which supports the brand and creates a strong sense of connection and recognition with a brand's customers.

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New colors for website branding

 What are Different  Branding Strategies?

  • Your brand includes everything you do. Building a strong brand does not just include re-designing your logo.
  • If it doesn’t involve your strategy, your message and your emotional appeal, along with your visual identity – then it’s not branding.
  • It can be a challenge to pinpoint exactly what it is that your business does and "why" you do it. It is also difficult to evaluate your businesses worth and where your business fits into the online landscape of businesses today.
  • To help evaluate your business you should include these strategy statements.

Brand Strategy Highlights

This is why your mission statement plays an extremely important part in your strategic planning process -- or it should. 

What is Your Business  Purpose?

Today's modern businesses, have strong brand recall that requires you to show your purpose and /or promise down to the specific emotions you want your customers to feel when they think of you. 

Your Goals and Objectives

Think of your favorite company. We all have one. Why?
Your mission statement makes a world of a difference. What is a Mission statement? A statement of your goals, values and objectives.

These statements  help a company to respond to change and make modern decisions that align with it's vision. Values expressed by your company that consumers like because they believe in the vision. 

Your Business Mission Statement

This doesn't happen overnight. Building brand loyalty takes time. Rome wasn't built in a day!

What is a loyal attitude?

The loyalty displayed by consumers when they repeatedly buy brands they know and trust. Their consistent attitudes result in a habitual buying behaviour.  Also referred to as behavioural loyalty, routine  habit buying.


 A good mission statement will not only explain your brand's purpose, but will also also have a connection with it's loyal customers, over time.

This connection with your clients or customers who are loyal to your company, increases your overall business profitability.

Mission statements help you stand out by differentiating your brand from the competition. Each and every business has it's own uniqueness. 


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What are Different Branding Strategies?

  • Your mission statement should clearly express what your brand does, how it does it, and the why behind the brand. You can quickly sum this up in your mission statement by providing the following:
  • My Mission Statement : "I help professionals launch their first or next website so that their future clients can find them, know like and trust them and hire them over and over again."
  • Brand Purpose: What does your service do, or offer and for whom?

  • What is a brand purpose mission statement? If we take a look at purpose vs mission, think of a brand mission as a roadmap that helps guide the brand's actions and decisions, whereas the purpose is more of an overarching concept.

    Brand Values: What does your company stand for? Ex: are you environmentally conscious and do you provide a more sustainable solution to solve a problem? Values are what make your company unique. How do you set brand values? Know what other company's core values are so that you can differentiate yourself.
  • The best brand values are those that also appeal to people who purchase from your brand, encouraging brand loyalty. Find out what your target audience values and work that into your list of core values.
  • Brand Goals: What does your company accomplish for it's clients? Why should they purchase from you instead of other competitors? What are the 5 smart goals? The SMART in SMART goals stands for Specific, Measurable, Achievable, Relevant, and Time-Bound.
  • Defining these parameters as they pertain to your goals helps ensure that your objectives are attainable within a certain time frame.
  • With these  components, you can create a mission that is unique to your brand and resonates with potential customers and or clients. 

All About Your Business

The Feature Highlights

Branding picture for strategies
  • Your company’s product or service offering. You want prospects to understand what your company does. This means explaining your offerings in basic, clear terms.

    Your explanation should answer the most basic questions like:

    . Are you selling a product or service?
    . Why would customers buy it?
    . How does your offering solve a problem for the client?

    1. Record your answers to focus on how your product or service brings value to your buyer's personas, otherwise known as your "target audience."

    2. Identify the company’s core values. You didn’t just make a product or service at random. Instead, you’re most likely motivated by a set of core values.

    Core values are deeply ingrained principles that guide a company’s actions.

         My values: Female HEART, for example: Empathetic, Adaptable, Creative, Transparent, Friendly.

    By identifying core values that hold meaning on personal and organizational levels, you’ll have an appealing set to add to your mission statement.

    3. Connect how your company's offering aligns with your values. How can your company offering serve your core values? You need to draw a connection between the two in a way that makes sense to the public.

    For ex, if one of your core values is innovation, you want to frame your product or service as pushing boundaries and explaining how it helps customers innovate their lives or business practices.

    Essentially, you’re taking the literal benefit of the offering and expanding it to serve a higher purpose.

    4. Condense these statements into one. A mission statement can be as short as a single sentence, or as long as a paragraph, but it’s meant to be a short summary of your company’s purpose.

    You need to state the what, who, and why of your company:

    What: The company is offering

    Who: Who you’re selling to

    Why: The core values have successfully conveyed your message.

    5. Make sure it’s clear, & concise,

    Above all, your mission statement is a marketing asset that is meant to be clear, and concise. It should clearly outline the purpose of your company's offering and show the common goals the company is working to achieve.

    You should also have other team members or advisors read the mission statement and make adjustments if needed according to their recommendations. An annual review of this is a good idea.

    Your Vision Statement
    A vision statement is what you aspire to and expresses your brand’s plan or “vision” for the future and potential impact on the world.

    They often serve as a guide for a brand’s future goals and explain why customers and employees should stick around for the long haul. A vision statement sets an organization's sights on the future. However, once that future is reached, the vision needs to continue moving forward. Your vision statement is a living document, not a set of static sentences. It plays an important part in your overall strategic plan for a certain time frame.

    What makes a good vision statement? A good vision statement should be bold and ambitious. They’re meant to be inspirational, big-picture declarations of what your company strives to be in the future. They give customers a peek into your company’s trajectory and build customer loyalty by allowing them to align their support with your vision because they believe in the future of your brand as well.

    Your brand identify is your understanding of your clients, their needs and wants, their demographics, in their own type of language that they require for their business.

    Both mission and vision statements are often combined into one comprehensive "mission statement" to define the organization's reason for existing and its outlook for internal and external audiences — like employees, partners, board members, consumers, and shareholders.

    The difference between a mission and  a vision statement lies in the purpose they serve.

    A mission statement clarifies what the company wants to achieve, who they want to support, and why they want to support them. On the other hand a vision statement describes where the company wants a community, or the world, to be as a result of the company's services. So, a mission statement is a road map for the company's vision statement.

    In summary, the main differences between a mission statement and a vision statement are:

    Mission statements describe the current purpose a company serves. The company's function, target audience, and key offerings are elements that are often mentioned in a mission statement.

    Vision statements are a look into a company’s future or what it's overarching vision is.

    The same elements from the mission statement can be included in a vision statement, but they'll be described in the future tense.

  • In conclusion I hope you can see how important developing  a branding  strategy that summarizes your business goals, communicates your purpose, and connects with your target audience all combines to create  your winning Branding Strategy.

    You are invited to apply for a Website Audit  to see if we would be a good fit to work together.

    Please go to my contact page and you can fill out a questionnaire so I know more about you.

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Kathryn Ruth Maclean

Kathryn Ruth is the founder and the CEO of   KathrynRuthMaclean.net  When she isn't plotting new ways to create awesome WordPress sites, she like to geek out creating images and is a plant and animal lover. She also writes about marketing  startups.

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