The Branding Strategy translates the Company’s Vision and Goals into Strategic and Tactical actions and behaviors. New internal processes or procedures may be necessary. The Branding Strategy will establish and/or reinforce the Company’s Perception and Position in the marketplace.
Part of the Branding Strategy involves taking the Core Concepts and Core Competencies of a business and then identifying a singular concept, service, feature, or benefit that the business can claim that sets it apart from its competitors. That’s Competitors, not Alternatives.
There may be a number of alternatives for a person looking to replace the air conditioning unit, or to build an addition to the home, or to move to new home, or to replace the transmission, or to build a new deck. The alternatives range from the top quality and established brand name product and service providers to what is affectionately labeled as a Chuck in a Truck. The latter cannot be viewed as a competitor to a business that is among the former.
In most every market in the United States, there are usually about five or six established brand name product and service providers in each business category. Any one of the five or six would consider the others as true competitors. One of the primary objectives of the Branding Strategy must be more than to differentiate the company from its true competitors. The Branding Strategy must establish what separates the company from the others.
How? The Branding Strategy identifies or establishes a Singular Market Position that will separate the company from the others. The Singular Market Position or separation factor must be something tangible or concrete rather than abstract. Quality, Value, and Service are abstract, not really tangible or concrete. They are perceptions. More importantly, they are expectations particularly if the business is among the top providers.
Once the separation factor is determined or identified, then all the strategies and tactics associated with the marketing and promotion of the Branding Strategy will reinforce the Singular Market Position to everyone in the company’s Target Market. It is not just differentiation, but distinction and separation from the company’s competitors.
To illustrate, if the business is one of six short haul trucking companies in the market that is considered among the top alternatives, then most likely each company provides Quality, Value and Service. The six differentiate themselves by the color of their trucks. If one of the competitors has red trucks, the Branding Strategy surely would not be to have red trucks as well. So what could separate the company from the others? The answer usually comes from asking what the company does better or more often than the others. A look at the customer base may discover that the company has a number of electronics manufacturers or suppliers on the list. That discovery becomes the separation factor. The Branding Strategy centers on the claim that the company is the electronics products transportation experts of choice. The advertising and promotion programs reinforce the claim routinely.
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