Brand positioning in the digital age

January 25, 2019

Does Digital Marketing Strategy Matter?

When you’re branding or repositioning your vegan startup, the investment, both of time and money can seem a little daunting. The branding process often begins with strategy and you may be asking yourself if you should cut corners because you already know what you want.

In reality, you likely know you need a logo or a new website. You may have your heart set on Facebook ads or SEO. But these aren’t strategy. They are action steps. Meaningful action steps come from a solid plan and, you guessed it, a solid plan starts with strategy.

Magnify your Brand’s Impact

In order to get the maximum impact from your marketing budget, you need a coordinated branding strategy. The strategy not only lays plans for the best methods to effectively reach your ideal customers, it reveals how to develop a deep and meaningful connection with them, earning their favor and loyalty for the long term. The strategy is not to make one sale, but to secure diehard fans, lots of them, who will be singing your praises, flying your flag and spreading your message for years to come. Simply building a website and running ads won’t earn this level of brand loyalty.

Successful Brands Drive Perception

Strategic marketing dives deep below the surface, first to understand and then to shape perceptions. In our increasingly media-centric culture, perception is reality. So, it stands to reason that the reality you create for your brand will influence your customers’ behavior. There’s a science to this; behavioral science, that can help determine the best way to create the reality you want your vegan brand to embody.

Your Brand’s Authentic Story

Good brands have irresistible stories, genuine representations of who they are and why they exist. These rich, textural stories invoke feelings that inspire people. They make the brand stand out from its competitors, developing a meaningful personality that moves people.

Developing your coherent brand persona starts with in-depth analysis. You need to understand yourself, your competitors and your customers to unlock your brand’s potential.

• How is your brand perceived today and how do you want to be perceived?

• What are your competitors doing and what makes your brand special?

• Who are your customers? What do they need? What motivates them?

Effective branding strategy begins by understanding your environment, strategically positioning your brand in it and crafting a compelling story to present it to the world. This strategy becomes the blueprint for developing a unified, consistent brand identity. And, it’s that consistent, coherent presentation that makes every expression of the brand, from logos to websites, more effective.