What are the 5 components of a successful branding strategy?
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.
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.”
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?
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
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.
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
Vision: why are you in business?
Consistent Messaging: what are you saying about your business?
Extending Brand throughout the Company: who are you and your employees?
Emotional Connection: where is your brand most powerful?
Nurturing Loyalty: How strong is your brand?