Planning to roll out your brand in 2021? The past year has been a real whirlwind for businesses and the storm isn’t necessarily over. However, many companies are taking this time to pull back, rethink their strategies and diversify their offerings.
What is brand planning?
Brand planning is the process of deciding how your organisation will look to others, how you will build awareness and get your message out there, compete with similar companies and promote your unique selling point. The big focus this year, if you are looking to build a successful brand, is on being diverse and understanding how to effectively manage any changes that impact your company because, as we have seen, economic change can come at the drop of a hat.
It can be difficult to understand the decisions to make when launching a new brand or relaunching an existing one. From consumer trends to changing markets we don’t really know what is going to happen from one month to the next.
If you already have a small business and want some useful tips on how to handle your business this year, just click here for some independent business tips.
Now, how do you effectively plan your branding in 2021? Let’s start with the basics.
Services & Product Offerings
The main factor behind all brand building is looking at what service or product you are planning to sell to your target audiences. You will need to ask yourself: is it needed? Will it be wanted, especially this year?
Demands from consumers are ever-changing, so staying ahead of the curve is vital for your brand’s success. Let’s reflect on the beginning of the pandemic to now. We started off running around supermarkets like lunatics, stocking up on toilet roll, bread, and milk. As time went on, we stopped buying these things. People became bored at home and decided to host their own version of The Great British Bake Off. Then, we moved onto at-home workouts, Peloton stocks shot through the roof and made billions. Gym wear was flying off of the shelves.
Even despite the COVID-19 threat, there has always been a new trend around the corner. But, the businesses who stay afloat and ride the waves offer something more than a fad, they offer sustainable services.
Take a look at the quality of what you offer, the price and where you've been placed within your ideal marketing. Defining these will help you to build a solid foundation for launching a successful brand in 2021.
Do Your Research!
We’ll never stop harping on about how important researching your industry and your competitors is, even our research has research.
What do your target demographic want to see in a brand? No business is ever going to compete without knowing who they are up against, their target audience, or their knowledge of the product market. Keyword research, competitor analysis, and industry insights will allow you to evaluate your current standing and see what drives traffic and custom. It also enables you to get an idea of how industry-specific businesses brand their company.
Top Tip: If you aren’t sure how to figure out a target audience, search for the product or service you plan to offer and check out some reviews from competitors. Reviews offer insightful information on who is purchasing similar products. Keep this information in mind with every brand decision you make, and be sure to keep a record of your demographic on either a table, list, or mind map.
How You Look
In 2021, it isn’t just important to offer a good product. Your brand needs to look attractive to your target market and have a solid message behind it in order to attract potential customers.
A business’ branding benefits from being stylish whilst sending a clear and important message. Everything from your logo, website and design, copywriting and colours should be used to create a consistent brand image. Read more on colour theory in branding here.
With many indications showing that shoppers will stay online even when the high-street market opens back up, we’re confident that consumers will pay a great deal of attention to how you look online to figure out if your brand matches up with their values. When online, everything from the size of your chosen font, to the hashtags you use on social media becomes a key factor in your branding. We’ve said it a thousand times, but branding is more than just a logo, which is why it is always best to bring the professionals in. A good brand in 2021 will need to ask themselves: Who are we? Who do we target? Why are we doing this? What do we believe in? What do we want to achieve? Answering these questions will bring you that much closer to connecting with the right people.
Get Your Message Right
Personality is a huge part of a brand. You might not realise it, but your tone of voice, values, approach and content are all vital brand touchpoints that can take audiences from disengaged to captivated.
If you’re a B2B that offers professional services, your brand messages will need to reflect that. If you’re a fun B2C e-commerce brand, don’t write content like a Victorian aristocrat. Once again, brand planning means putting yourself in your audiences’ shoes, seeing the industry through their eyes and learning about what they want to see and read. The microphone is on and it is your time to get your branded message out there in the open!
Looking To The Future
No one is sure what the future holds, as we ease out of the lockdown Version 156.8 we believe that many people will still choose to stay and shop online. Specific industries will have a large surge in demand and custom, so it is vital that brands need to be ready to compete in a hectic digital landscape, while others may continue to struggle. Always be prepared for the unexpected and cater for current circumstances.
A good brand is something that everyone remembers and recognises. You need a quality reputation and seriously slick branding to make sure you get noticed for all the right reasons. Hence why detailed planning is needed before finalising your business’ brand identity.
If you are looking for help with building your brand, contact us today. We offer a range of services that can help your brand planning including, graphic design, web design, digital marketing, and more. Here is to a better 2021, and embracing the new normal.