Innovating The Swiss Branding Company

Develop a profitable branding strategy it means putting your ideas and intuitions to the test. It's a phase we need to get to prepared, a bit like athletes preparing for a race. If we skip all training sessions and just wait for day X we won't have any chance of winning, and even if we win it will be by pure luck (for example because the opponent is disqualified). What we have to do, on the contrary, is set up a targeted attack strategy, i.e. preparatory to achieving the desired result (more contacts, more sales, more reservations, more downloads of an ebook, etc.). How to succeed in this? And what to evaluate to understand if we are or are not effective? The answer is at the basis of the entire brand strategy journey and processye more generally about branding. Indeed, if it is true that marketing activities are, in theory, common to any business, in practice not all of them work in the same way without distinction.

If a YouTube channel would make little sense for an industry that produces components for the hospital sector, for a legal advisor it could be the keystone. If advertising on Instagram could work very well for an ecommerce, for a hardware store that operates in your area it would be an unnecessary expense. And so on ad infinitum. So the brand it must be studied and understood in its essence. The questions to ask are numerous and in the vicinity of a marketing campaign they must already have been resolved. The main ones include:

Position your brand, and aim accordingly at specific customer niches, allows for greater room for maneuver on all fronts. In the example above, our travel agency may specialize in travel to Lapland, or travel for singles, or travel for parents with small children. This would indeed narrow the target audience, in absolute terms, but would exponentially increase coverage in relative terms. If before we have a potential audience of 4 million people a year, however compared to 4.000 competing agencies, in scenario two the audience is reduced to 100.000 people/year, but with two/three players competing for the market. Summarizing: