Brand Strategy: What separates the best from the rest

When it comes to E-commerce marketing, there are few facets that create more conversions than brand strategy.

Converting customer eyes to sales is obviously the crux of any optimization campaign; but where do you start? here at buffaBRAND, we place a substantial emphasis on cohesive and concise brand strategy.

"A brand strategy is a holistic approach behind how a brand builds identification and favorability with customers and potential customers. A brand strategy encompasses several different brand elements like voice, storytelling, brand identity, brand values, and overall vibe."

Creating clean, well thought out brand guidelines will help your business in a multitude of ways; including improved sales volume as well as increased customer retention rates. 

To understand exactly what that means, you have to look at a few different factors. Lets see what separates the best from the rest:

Purpose- Clearly defining your brands purpose is the main starting point. Who are you as a company? What problem are you trying to solve? Why is your solution the answer? Conveying this to your target audience will give them an idea of who you are and why they should choose you to help them. This purpose statement is meant to be lean and precise, having too much information may lead to this statement becoming convoluted or redundant. 

Consistency- Consistent wording and imagery throughout all aspects of your brand is incredibly important. Your brand voice, content and imagery must all be consistent throughout your company. This will lead to the brand being viewed by the customer as one cohesive unit; conveying even more trust in your brand both consciously and subconsciously. A consistent brand attracts consistent customers.

Visual Assets- In the ever changing world we live in, visual content is an aspect that can make or break your brand. Customers are becoming more and more reliant on content and visual aids to help guide decision making. Lacking well thought out visual content is one of the quickest ways to fall behind your competitors; whereas a strong visual identity will help gain brand recognition. This will subsequently grow your appeal and legitimacy. Having clean images, using consistent fonts and sizing in all aspects of your business, and having a specific tone are all pieces of the visual content puzzle.

So I asked the team at buffaBRAND how they go about creating a winning formula:

"When creating visual content for brands, we look to see what is out there in the marketplace. We find what works best and what doesn't work and how to separate that brand from the rest."

-Jeffrey Lavin, Multimedia Designer @ buffaBRAND