Effective branding strategies: models compared
In this article you will discover two major branding strategies, Sharp’s Brand Awareness and Brand Loyalty and Keller’s Brand Identity and Brand Resonance, to understand which is best suited for your goals.
Table of contents
1. The importance of branding strategies for business success
2. Branding theories compared: Sharp vs. Keller
2.1 Sharp’s model: Brand Awareness and Brand Loyalty for branding strategies
2.2 Keller’s model: Brand Identity and Brand Resonance for branding strategies
1. The importance of branding strategies for business success
In a competitive and ever-changing market, companies that want to thrive must invest in effective branding strategies. A strong brand can:
- Differentiate the company from the competition
- Attract and retain customers
- Improve brand reputation
- Increase the value of the business
Developing an effective branding strategy requires a deep understanding of the principles of branding and the different theories that define it. In this article, we will delve into the comparison between two of the most influential branding theories: that of Byron Sharp and that of Kevin Lane Keller, adapting the analysis to the needs of those looking for branding strategies for their company.
2. Branding theories compared: Sharp vs. Keller
2.1 Sharp's model: Brand Awareness and Brand Loyalty for branding strategies
Byron Sharp, professor of marketing at the London Business School, has developed a branding model based on two fundamental pillars: brand awareness and brand loyalty. According to Sharp, brand awareness is the necessary condition to create brand loyalty.
In other words, consumers must first be aware of the existence of a brand in order to choose and repurchase it. For this reason, Sharp argues that branding strategies should focus on increasing brand awareness through advertising, public relations and other mass marketing activities.
Once sufficient brand awareness has been achieved, brand loyalty can be built by creating positive experiences with consumers, offering high-quality products and effectively communicating brand values.
2.2 Keller's model: Brand Identity and Brand Resonance for branding strategies
Kevin Lane Keller, a marketing professor at Dartmouth College’s Tuck School of Business, has developed a branding model that focuses on two key elements: brand identity and brand resonance.
According to Keller, brand identity represents the set of distinctive characteristics of the brand, such as the logo, name, slogan and values. Brand resonance, on the other hand, reflects the strength of the emotional bond that the brand creates with consumers.
Keller argues that to build a strong brand it is necessary to create a coherent and differentiating brand identity, which is capable of generating strong brand resonance in consumers.
This can be achieved through creating memorable brand experiences, effectively communicating brand values and using emotional marketing strategies.
3. Choose the right branding strategy for your company
Choosing between Sharp’s and Keller’s models depends on your company’s specific needs and branding goals.
If your goal is to increase brand awareness and market share, Sharp’s model could be a good place to start.
However, if your goal is to build a strong, lasting brand that is capable of generating a strong emotional connection with consumers, Keller’s model may be a better fit.
Regardless of the model you choose, it’s important to remember that branding is an ongoing process that requires commitment and dedication.
An experienced branding consultant will be able to help you develop an effective branding strategy that aligns with your goals and the needs of your market.
4. FAQ
Developing an effective branding strategy requires a structured process that includes:
1. Goal setting:
The first step is to define the specific objectives you want to achieve with your branding strategy. What do you want to achieve in terms of brand awareness, brand perception, market share or customer loyalty?
2. Market and competition analysis:
It is important to understand the competitive landscape and identify the strengths and weaknesses of your competitors. This will help you define your brand positioning and develop differentiating branding strategies.
3. Definition of the target audience:
It is crucial to identify the target audience that your brand is aimed at. This will allow you to create relevant communication messages and content and develop branding strategies in line with their needs and expectations.
4. Brand identity development:
Brand identity represents the essence of your brand and includes elements such as the logo, name, slogan, values and brand personality. A strong and consistent brand identity is critical to the success of any branding strategy.
5. Creating a brand voice:
Brand voice is the tone and style of communication that the brand uses in all its interactions with the public. A distinctive and consistent brand voice helps strengthen brand identity and create an emotional connection with consumers.
6. Development of a communication strategy:
The communication strategy defines how the brand will communicate with its target audience. This includes choosing the most suitable communication channels, defining the message to convey and creating engaging content.
7. Measuring results:
It is important to regularly monitor the results of your branding strategy to evaluate its effectiveness and make any necessary adjustments. This can be done using a variety of metrics, such as brand awareness, brand perception, market share and customer loyalty.
- Lack of clarity in objectives: Not having clear and defined objectives can lead to an ineffective and inconclusive branding strategy.
- Lack of consistency: An inconsistent brand identity and misaligned communication can confuse audiences and weaken the brand.
- Lack of focus on the target audience: Not understanding the needs and expectations of your target audience can lead to irrelevant communication messages and content.
- Lack of measurement and evaluation: Not monitoring the results of your branding strategy can prevent you from identifying any problems and making the necessary corrections.
- Lack of flexibility: The market and consumer needs are constantly changing, so it is important to be flexible and adapt your branding strategy accordingly.
How can I work with a branding consultant to develop an effective branding strategy?
An experienced branding consultant can provide invaluable guidance in developing and implementing an effective branding strategy. A consultant can:
- Help define branding objectives and develop a strategy aligned with these objectives.
- Conduct market research and competitive analysis to understand the competitive landscape and identify opportunities.
- Define the target audience and develop a brand identity and brand voice consistent with this target.
- Create an effective communications strategy that uses the right channels to reach your target audience.
- Develop engaging, high-quality content that strengthens your brand.
- Measure the results of your branding strategy and provide recommendations to improve its effectiveness.
Choosing the right branding consultant is critical to the success of your branding strategy. Look for a consultant who is experienced in your industry and has a proven track record of developing effective branding strategies.