With all the branding wisdom being broadcasted and blogged across the Internet staying ahead of the curve has never been more challenging. Your competition knows what you know and capturing the attention of your target audience requires ever more creativity and a highly synchronized branding strategy.
If you are an early or mid-stage startup that sells private label products, branding should be your chief concern. To foster a following and sell, you need to create a uniform ecosystem of value, mission, and culture. Your branding strategy should wholeheartedly convince your audience of your product’s nobler merits. And every pixel of your strategy should convey your mission to your target audience with clarity and passion.
- Establish Your Mission Statements and Singular Value Proposition
It is very important to start with a clear understanding of your company’s philosophy and to be able to convey it via all your branding efforts. It is essential to craft and circulate your message internally so it can intertwine with your company culture and strengthen your values.
Your core philosophy gives birth to your mission and to your value proposition. Your mission is making the world a better place by meeting a need and your value proposition is how you are going to do that better than everyone else. You have to boil these down to their essence so you can put them forward in appealing ways. Your branding strategy will ultimately be the vehicle for this essence and you will have to successfully radiate it with everything you do.
- Develop Your Brand’s Creative Components
Crafting your branding strategy is a multi-perspective process. Consider not only your standpoint but also those of your buyer personas and your competition. You should gather as much information as possible about them so you can create unique graphic components.
Use this knowledge to create your customer-facing elements like packaging, social media and website,. You should employ colors, fonts, and logo that resonate with your audience. Your goal is creating a consistent visual appeal that embodies your voice and leads your audience to form an emotional bond with your brand. Your styling should be distinctive and true to your values across all your marketing channels.
- Conduct In-depth Audience and Competition Research
What will set your private label products apart from those of your rivals is the depth of your insight. Investigate every quantum of your product, all its qualities, and uses. Study your buyers’ different degrees of engagement. Find where they spend time in the virtual world so you can successfully pick the promotional outlets and formats that best fit your buyer persona.
Find out what channels, formats and styling your rivals are using. Study and analyze their visual approach and how they meet the industry audience at every touch point. Knowing where the industry is standing can help you beat the status quo and stand out in a unique and impactful way both graphically and ideologically.
- Translate Research to Visuals
When you conclude your research it is time to bring it all together and get to the drawing board. Your data is in the form of text filled with emotional statements, your brand’s personality, goals, and values. The challenge is to convert this data into visual elements. You will need a team of creative thinkers to digest the information, brainstorm and boil down your brand’s distinct identity into graphic elements that embody its essence.
This process should go through several layers and creative perspectives. The goal is to amass a wealth of graphical components from abstract analysis of your data and then carefully select the ones that are most emotionally charged. From your shortlist, you should choose the ones that evoke the most passion and imagery related to your product’s personality.
- Create an Impactful Brand Logo and Tagline
All your efforts in the previous four steps have been leading to condensing your brand’s identity to its very essence. Your logo and tagline are the epitome of this essence. These basic elements are important because they represent you across all media. Their power is in creating visual recognition that evokes your brand’s identity.
Your goal is to create a highly distinctive and timeless symbol that relates your brand’s personality to your audience. Your tagline creates a link between this identity and your buyer persona. Think Adidas, ‘Impossible is nothing’.
A diligent and full-hearted approach to branding will bring your private label products closer to your target market. But this effort is not an end, it’s a beginning. After building all the tools of your strategy your branding efforts should accompany every breath your business takes. Your personal and business culture should be in perfect sync with your branding. Every business decision will either empower or dilute your brand’s image. That is why you should never stop analyzing and improving your branding strategy.