The true definition of Branding is “the process of identifying the distinctive value of the object in question, that distinctive value of which your consumers covet or desire to own and are willing to pay an extra amount of money for.” The object in question can be a brand a product or a business. Branding strategies are hence the branding ideas that deliver this perception to the clientele for consumption.

While the above might sound very complicated to novice marketers, there are several steps that you can follow to ease the complication and drive your branding strategies to the next level.

What is Your Business, Really?

If you have not done so, start today and outline your mission and vision statements for your business. You should also brainstorm to include your core values. Essentially, your vision statement is one which your business wishes to become while the mission statement is one which identifies succinctly what your business does. Your core values on the other hand indicate the principle values and beliefs which your business operates around. You business core values should emulate that of a human, such as being passionate about service, respectful of the environment, and assume accountability etc.

Who and Where are Your Target Audience?

Knowing your target audience is the key to any successful business and your target audiences can be identified by three main segmentation tools, namely demographics, psychographics, as well as technographics. Take note here, that you will need to identify the profile of your Ideal target audience as this should be enable you to better target them with your branding ideas. Demographics tend to measure the hard facts of your target segments, like age group, education, geographic location, income etc. Psychographics indicate the soft aspects like buying behaviour, attitudes and values. Technographics is a new terminology which describe individuals who embrace a technology-driven culture, love social networking, live a mobile lifestyle, uses the computer, tablet and cell phone, twit and FB on a daily basis.

What is Your Value Proposition?

Having analysed the above two questions in depth, you should now have better and more intimate information about your own business as well as your target audience. Now think of a unique value or benefit that your product or brand can offer to your ideal target audience. The unique value benefit should be so compelling that your potential clientele cannot afford to refuse. Check out that one key benefit in your core value that you can expound on. This value benefit must be able to stand the test of time and must have a competitive sustainable advantage over other brands.

Creating and Delivering Your Brand Message

You should know your product inside out before you even begin to think of your branding message. Look at the 4Ps of your product, that is, the marketing mix which includes the product features and unique benefits, solutions that it brings to your ideal target audience, pricing strategies, delivery channels etc. All these components will eventually help you to narrow down your product or brand positioning into eye catching, thought provoking and compelling brand positioning strategies.

An eye catching logo for instance can invoke memory and create positivism towards your brand thus endearing it in the mind of your customers. Your taglines or slogans must be value driven and more preferably be that unique selling position that you have created. These brand messages will then drive forth your product branding from longer lasting mindshare.

Achieve Synergy with Your Integrated Marketing Mix

As discussed, the branding strategies must blend with your overall 4p Marketing Mix else they will all seem disjointed and there will not be a single message to be carried forth to the public, thereby creating confusion of the brand, the product and even about the business in the minds of your target audience. Synergy should also be achieved across all marketing platforms as in the amalgamation of offline traditional marketing, online marketing as well as mobile marketing, with each platform supporting one another to create the optimized branding effects.

Developing an integrated marketing mix means that you have to constantly assess the market response, adjust and tweak your message accordingly. Do it subtly not to cause alarm so unless you have intentions to drastically change your branding message and strategies. Continuously test your message with subtle changes and blend it well with the right marketing mix.

Remember that branding is a process and it takes time, effort, and patience to embed the brand into the minds of your target audience. No one off approach can help you achieve your branding objectives. And aligning your advertising, sales campaigns, public relations messages in tandem with your branding strategies will help to synergize and enhance the overall impact.

Having carefully weighed the various models namely Target Segment Analysis, Product life cycle, Competitive Advantage Model, Product Growth Directions as well as the BCG Matrix and concluded the broad business strategies to adopt, we are now ready to explore Your Marketing Plan which will help you investigate your Marketing Mix (4Ps), Internet Marketing, Integrated Marketing Communications, Marketing Budget plan as well as Marketing Implementation plan.

1. Value Proposition > Unique Selling Point (USP) >> The Positioning Statement

Value propositions are product characteristics turned benefits. Your Value Proposition must be clear and to the point. Having defined your value proposition, you can craft the UPS. With creativity, you then come up with the Positioning Statement. Of course, your positioning statement must map to match your target segments identified in Part 1 of your marketing plan.

2. Marketing Mix (4Ps)

The 4Ps essentially denotes Product, Pricing, Promotion, Placement decisions which interplay to cumulatively create compelling value proposition, UPS and positioning statement for your potential customer.

Product decisions define the real physical product characteristics which might include your product brand name, quality, packaging, functions, after sales services, etc. Not that Product benefits give rise to USPs which allow you to provide your customers with a compelling purchase reason.

Pricing Decisions includes list, retail, wholesale, seasonal pricing, volume discounts, early-bird discounts, bundled pricing, flexible pricing, consignment options etc. Depending on your viability analysis strategies and in particular, your Competitive Advantage strategy and which you adopt in Marketing Plan Part 1, you might consider pegging your pricing with a cost leadership model, or cost focus model.

Placement Decisions essentially means distribution channels which you utilize to bring your products to your customers. Extent of coverage in your market could be defined by inclusive or exclusive or selective distribution. Distribution and warehousing centers, inventory management as well as logistics. Internal extension of sales distribution is a common consideration. If you are selling mass retail products, you might consider using a broad network of distributors to maximize your sales, hence the inclusive distribution approach. You may also need to decide on applicable warehousing, inventory and logistics methods which fit your mode of operations and budget.

Promotions Decisions is the final phase of the Marketing mix which, to certain extent could make or break a product. This is the phase whereby you successfully communicate your product to your target segments with communication tools available. Your promotional mix includes Advertising & Promotions, personal selling, sales promotions, public relations and publicity as well as sponsorships. Essentially, what promotional mix you apply to your business is largely determined by your marketing communications budget.

Advertising Strategies were traditionally considered to be an expensive medium, and it still is. One can, however, consider cross “advertising”, or what I might consider “barter-advertising” by cross-advertising in a collaborative channel partner’s newsletter and allowing your partner to cross-advertise in yours. Internet advertising if controlled well, could also generate better lead to sales potential.

Internet Marketing Strategies are the latest most popular approach to tap on huge potential business revenues. Driving Traffic is the key critical element in this equation. Check out more of this in Internet Marketing Category.

Personal Selling Strategies not only include individual sales persons, but more extensively of late – telemarketing as well as direct-marketing. To cascade you sales more exponentially, you may consider a mix remuneration package combining the benefits of network marketing model and the traditional sales force structure. (of course, do ensure clearance for authorities as certain countries may impose restrictions to this mode of sales structure)

Publicity is initiated by your company. It is the deliberate attempt to manage the public’s perception of your company or products. Publicity is internally created news for external dispersion to subtly portray the desired positive image. Publicity activities include speaking engagements at public seminars, contests, exhibitions, testimonials, interviews with the CEO, award presentations etc. Publicity could also take the form of free featured news and business information in trade magazines and websites to enhance company’s positioning. Sponsorship is a very effective exposure tool for the company, and monetary benefits could be exchanged for database listing from participant lists.

Events Management is a tool which many marketers tend to ignore and believe that they can manage the process should they be required to do so. Event management should instead be viewed as a tool for lead generation as well as positioning your business. Sometimes it can be closely tied to sponsorship where organsing events become a part of the “package”. Very few materials have been written in this area whereby ready-to-use templates may be tweaked to fit your business process.