A brand can be narrated by how its customers recognize it as a company, product or service. And with this, a brand strategy should conduct communication and interaction with the customers. But what should a brand strategy comprise of?
1. Brand motive.
Every authentic and successful brand has a robust strategy attached with it. There are 4 points while defining a purpose of brand:
a. Why do you exist?
b. What differentiates you?
c. What problem do you solve?
d. Why should people care?
Customer focuses more on ‘Why’ instead of ‘What’ while buying a product or service. The strategies should focus more on doing business with like minded people.

2. Know your competitors.
A business should maintain its uniqueness instead of aping things from the brands in that particular industry. But knowing your competitors is the most important thing; from their strong points areas to weak ones. Competitor research is a key element of brand building. Having a look on below points can help a brand stay stable in the market place.
a. Messaging consistency of competitors.
b. Competitor’s products or services quality.
c. Competitor’s customer reviews and social mentions.
d. Competitor’s way of marketing their business.

3. Determine target audience.
This is one of the strongest parts of brand building. For a crystal clear communication, brands are narrowing their target audience. Businesses these days are griping more on providing quality over quantity. Brand creation highly relies on buyer persona. Determining ideal customer is the key highlight point.
a. Age
b. Gender
c. Location
d. Income
e. Education level, etc.

4. Soul statement.
A business mission is considered as the soul statement for the business. It chiefly defines purpose for business existence. From logo, tagline, business voice, message and personality; each and everything reflects mission.

5. Contour the cookie points.
What matters to customers? A business’ own products, services, benefits or rewards! Providing customers with value will give them a reason to choose a particular brand over any other.

6. Brand voice matters.
Brand voice is embedded with a business’ mission, vision, customers and the company itself. It is dependent on the two way communication with the customers.
There are endless attributes and prospects that help in constructing up a brand voice following the messaging part. It could be-
a. Professional
b. Friendly
c. Service oriented
d. Authoritative
e. Technical
f. Promotional
g. Conversational
h. Informative

7. Brand personality should come forward.
Customers won’t entertain any other company that provides the same thing like others. They will come into contact with services or products that will facilitate their personal interaction with the brand. All they have to do is, stay consistent with the brand personality across all points of contact.

8. Build a brand story and messaging.
Brand story attracts customers than any other subject. Messaging should be associated with the brand and conveyed consistently. Story telling defines your outright brand; it includes-
a. Who you are?
b. What you offer?
c. Why people should pitch on your business?

9. Brand logo and tagline are paramount.
Visuals comes to mind first when someone mentions logo. Creative team from the business stands a strong role in accelerating development of a particular brand. They convey through the communication bridge and set an identity of own in the market. When it comes to tagline, it is the most exciting and yet the strongest part of the strategy. It ensures that a business gets a unique and timeless trace in the industry.

10. Blending brand with business facets.
Brand should be reflected and presented in everything a customer asks for; see, read and hear. Businesses should ensure that their brand looks similar everywhere. And the website is the most important tool for marketing the brand. It dictates your voice, message, and personality into the content. Another important thing is social media platform’s profile pages. It lifts up engagements in surprising way as the whole world is active on social networking sites.

11. Have faith in your brand building.
Brand consistency matters! If a business feels like switching into a more effective based on customer response, going back to the initial brand strategy can be a solution. It will help in making a decision about identity or marketing. Long-term brand building can only be done by not changing the strategy frequently.

A successful brand is best understood as business’ reputation and it’s visibility in the marketplace. Implying to right strategies can help in a strong business establishment. And with this creating and strengthening your brand becomes even more easy.

Author's Bio: 

Ravi Verma is an author who has love for creativity and enjoys experimenting with various techniques in writing. follow ravi for more daily articles.