Skip to main content

The 5 Components of A Successful Branding Strategy

What are the 5 components of a successful branding strategy?

Have a Clear Vision for Your Brand.
Maintain Consistent Messaging Across Platforms.
Extend the Brand throughout the Company.
Create an Emotional Connection to the Brand.
Nurture Loyalty for the Brand.
Branding is one of those concepts like “equality” or “justice” or “success.”  It’s hard to define and even harder to break
out into its individual components of branding.  If you asked 100 marketers what a successful branding strategy is,
you’d probably get 100 different definitions.  In fact, when asked that very question, successful marketing strategists
and SEO experts have provided widely varying answers.

Some view elements of a strong brand strategy in terms of tangibles, like logo, website, packaging design and product. 
Count among this group the American Marketing Association (AMA), which defines branding as “A name, term, design,
symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.”

Others argue successful branding strategies are more about intangibles, like perceptions, brand promise, brand positioning,
and opinion shaping.   For example, Ashley Friedlein at Econsultancy calls branding “the sum total of how someone
perceives a particular organization.  Branding is about shaping that perception.” Said differently, for AMA, branding is defined
by its creator.  For Friedlein, branding is in the eye of the beholder.

So What Is Branding?
Branding isn’t just about logos and symbols, or about perceptions and opinions only.  It isn’t defined solely by marketers or
only by consumers.  Branding and the components of a successful brand are about both marketers and consumers. 
A successful brandings strategy is about the relationship that is formed between a business and its customers.  It’s about
the way a company forges that relationship by consistently meeting its customers’ needs and wants, clearly defining its
purpose and building trust and loyalty by always keeping its promises.

The Best Brands Are Best Friends

If someone asked you why someone is your best friend, you probably wouldn’t say it’s because he’s successful, or a good
dresser, or a great bowler.  You’d say it’s because he’s always there when you need him, he makes you feel better about
yourself, and he’s an excellent listener.

That’s what branding is all about.  People don’t buy a Harley over some cheaper motorcycle just because it’s a great bike. 
They buy a Harley-Davidson because the company makes them feel like they’re part of a community of bikers.  They don’t
buy IKEA only because it makes excellent, inexpensive furniture.  They buy IKEA because the company promises to “create
a better everyday life” for its customers, and then keeps that promise. Each brand personality for major brands is easy to
identify. That’s the result of a long-term branding strategy building an easy to recognize brand identity. So keep that in mind with your marketing efforts.

The 5 Components of Every Successful Branding Strategy 

Successful businesses rely on different marketing strategies to roll out their brands, from search engine marketing and pay-per-click advertising to display advertising, social media campaigns and live chat.  Every successful branding strategy, however, consists of common elements to build and maintain a relationship of trust with customers.

Here are 5 key elements common to every successful branding strategy:
  1. Vision:  why are you in business?

The obvious answer is “to make money.”  But aren’t there other reasons? Perhaps it’s also because you like helping people and feel good when a satisfied customer calls to thank you.  Maybe it’s because you like the people who work for you, and like watching them succeed along with you. Chances are, your business means more to you than money.  You need to formalize whatever that reason is in a vision statement. Your vision statement tells employees and customers alike who you are and what your purpose is. It expresses your business strategy and your core values directly to your target audience.

  1. Consistent Messaging:  what are you saying about your business?

Once you’ve settled on the purpose of your business, you need to craft messages which clearly and consistently communicate that purpose to your target customers.  When you think “Geico,” you automatically think “15 minutes could save you 15% or more on car insurance,” but also funny commercials, and of course the gecko. Consistency is about the branding elements found in your business’ logos, design, words used your marketing materials, and more.  Above all, it’s about all the positioning statements that form the pieces of your message working seamlessly together to build your brand voice. Coca-cola has a distinct voice, as does Apple. You are on the same path with your business to build a brand name people remember. To help ensure consistency, consider creating a style guide which clearly outlines not only your logo and slogan, but also acceptable color schemes, fonts, and tone – your brand architecture.

  1. Extending Brand throughout the Company:  who are you and your employees?

A style guide is a great start to ensuring consistent communications, but it’s ineffective if your employees don’t adequately communicate.  Your employees can be your greatest asset in communicating your brand, or they can scuttle your best efforts with one bad customer exchange.  Make sure everyone in your company is fully aware of your brand and understands how to talk to customers to convey it. They are your de facto marketing team, and all great brands are made stronger with the support of the employees.

  1. Emotional Connection:  where is your brand most powerful?

The old maxim that people justify purchase decisions based on logic, but make those purchases based on emotion is real.  Emotion sells. Think of Dawn Dishwashing Liquid’s Saving Wildlife commercials.  The emotions viewers feel watching those ads become part of the company’s brand.  Some strong emotional triggers are those which arouse sympathy, give people a sense of belonging and make their lives easier. Your brand voice becomes the conduit for your brand story. You want your customer base to feel something when they see your logo or hear your company name. No matter if it’s b2c or b2b buyers react to powerful emotions, and good brand strategy delivers that power to your business.

  1. Nurturing Loyalty:  How strong is your brand?

According to a competitive analysis by Hubspot, 15% of a company’s most loyal customers constitute 70% of total revenues, and 80% of future revenues will come from 20% of current customers.  Successful branding strategies nurture loyalty by thanking their customers and telling them they’re special with loyalty rewards like discounts and special gifts.


Marketers may differ on exactly what branding is, but all agree on one thing:  when two companies are competing with one another, all things being equal, the one which has the stronger brand will be more successful reaching, converting and retaining customers. 

Your brand is the promise you make to those customers.  To be sure your brand is working for you, your best bet is to work closely with a full-service digital marketing agency.

Janeene High is the owner of Results Driven Marketing, a 100%  women owned business headquartered in Wynnewood, PA with an office in Philadelphia, PA.  Janeene and here team have been helping customers increase qualified traffic to their websites by using the latest SEO strategies. If you or your business looking to be found by more people that need your services, contact  RDM or give Janeene a call 215-393-8700. 
Janeene and her staff originally published this article in July 2017 with updates in 2018 and 2019.

If you like this article please like us on Facebook.

Related articles:

Five Digital Marketing Trends to Watch Out For in 2019

Website and Logo Design—What You Need To Do For Your Business

Why Social Media Marketing is Key for Search Engine Optimization

5 Steps to Crafting a Winning Pinterest Digital Marketing Strategy


Bharat vyas said…
Thank you for providing us the information about social media marketing
Unknown said…
very good it is a very helpful thanks for sharing

online software delhi
Unknown said…
Great post
Thanks for sharing
SEO Services India
Vismaad Labs said…
Thanks for sharing the The 5 components of a successful branding strategy. Also share the more tips for social media marketing
While reading your work related to online marketing it just makes me so curious on how it can possibly able to market online, and my friend suggested me to check azaza biz solutions to help me address my dilemma and I found it helpful maybe you should try to check it out too.

All Time Greats

Happy Thanksgiving!

Happy Thanksgiving, Y'all!

Tips Week Content Marketing Part 4

More tips, more tips, more tips!

Forget real-time marketing Some of the real-time marketing examples surrounding the tragic death of Robin Williams will make you sick to your stomach. Brands and publishers alike are tripping over themselves to leverage breaking news for business gain. The only situation in which you should be considering real-time marketing is if your content marketing strategy is near perfect. Only then will you be well prepared enough to tackle the risks of real-time (and reap the potential rewards). Focus on consistent, valuable information… become the expert… get the process in place… be patient.

Tips Week, Content Marketing Part 2

Continuing the mad tips!

 Go 6 months without mentioning your product There's a study that compared CMI’s informational/educational posts to posts that mentioned their products and/or services. The posts that talked about the brand received about 25 percent of the total unique visitors that a regular, educational post did. At the same time, those branding posts received virtually no additional subscribers on sales-related posts, while regular posts brought in between 35 and 75 subscribers. The point is this: The more you talk about yourself, the more you’ll negatively impact your content marketing efforts. Keep the offers outside the content, and watch your program flourish.

Tips Week: Content Marketing Strategies and Ideas Part 1

After last week's Quote Week, we're moving onto Tips Week! And our focus is Content Marketing!

Take “best of breed” seriously Ninety-nine percent of companies don’t do this. There are at least six principles that are essential to epic content marketing. The sixth, and perhaps most important, is setting a goal/mission to be the “best of breed” informational provider for your industry niche — i.e., to truly be the leading informational resource for your industry. This is critical to making content marketing work for you. If your content marketing isn’t eagerly anticipated and truly necessary, at some point, your audience will see through the fa├žade and ignore you. Ask yourself this: If your content marketing disappeared from the planet, would anyone miss it? If no one would miss your information, you’ve got work to do. Start by setting your goal, then set up the processes and invest in the people you need to reach that goal.

Top Notch Digital Marketing Tip: Know Your Audience

Looking for some online marketing tips to grow your business? Well, you’ve come to the right digital marketing resource! Web Market Central has been doling out the proper digital marketing advice for years. And as you already know, marketing to customers online is 100 times easier than using dated, expensive, and traditional marketing tactics. Like seriously, who uses billboards in 2019? Online marketing is cost-effective Easier to reach your audience members and potential customers And you know exactly who you’re reaching 

You have the ability to optimize campaigns and websites if they are not performing the way you want them to. You can clearly see how many people have opened your emails and clicked a link. You can even target who you want to when you want to.

So now that you're totally convinced of what you already knew, let’s give you today's top-notch digital marketing tip!

Know your target audience and knowing how to target them

These two online marketing tips are key. If you’r…

Top Notch Digital Marketing Tip: Google AdWords and PPC

Looking for some online marketing strategy or social media tips to grow your business? Well, you’ve come to the right digital marketing resource! Web Market Central has been doling out the proper digital marketing advice for years. And as you already know, marketing to customers online is 100 times easier than using dated, expensive and traditional marketing tactics. Like seriously, who uses billboards in 2019?
But you already know how effective digital marketing can be in the modern age. So now that you're totally convinced of what you already knew, let’s give you today's top-notch digital marketing tip!
The Pure Unfettered Power of PPC (Pay-Per-Click) and PPC Campaigns
Just like optimizing your site to rank for keywords, you can use our online marketing tips to pay to run advertisements on Google so that your business is shown on the first page of search engine results. Ranking this way is instantaneous whereas SEO (Search Engine Optimization) takes some time before you will be…

Quotes on Marketing

Continuing our Quote Week extravaganza, we have quotes about Marketing:

1. “Whether B2B or B2C, I believe passionately that good marketing essentials are the same. We all are emotional beings looking for relevance, context and connection.” – Beth Comstock 2. “Good marketers see consumers as complete human beings with all the dimensions real people have.” – Jonah Sachs 3. “Our jobs as marketers are to understand how the customer wants to buy and help them do so.” – Bryan Eisenberg 4. “Don’t be afraid to get creative and experiment with your marketing.” - Mike Volpe 5. "If you're a good marketing person, you have to be a little crazy." – Jim Metcalf