Most businesses go unnoticed, not because their products or services aren't exceptional.


They get overlooked because they fail to distinguish their brand from the competition, establish immediate recognition, and create an emotional connection with their customers.


Our "What is a Brand Strategy and Why Your Business Needs One" article will help you identify the importance of investing in your brand to drive long-term success.

9 steps to creating a successful brand strategy

Your Brand Strategy is a comprehensive plan that outlines how your business will position itself to engage with its target audience effectively, differentiate itself from the competition, and deliver a positive website experience to reinforce its brand's authority.

In today's competitive market, investing in a well-defined brand strategy is essential for establishing a clear direction and ensuring all activities your brand engages in help build trust and credibility and increase customer loyalty.

What are the benefits of a successful Brand Strategy?

A well-defined brand strategy will enable you to create opportunities unlike everyone else in your market. Focusing on your brand's unique value will allow your business to establish a positive and authoritative positioning, increasing brand awareness and recognition. As your market share increases, your brand's reputation will improve, driving customer loyalty, sales, and overall business growth.

How to create your successful Brand Strategy?


A great brand is rooted in purpose. Your core positioning includes your mission, values, characteristics, and voice. 

Clearly understand your target audience's needs and pain points in relation to the value your business provides. 

Take the time to break down your competition, from a competitive analysis to a SWOT analysis ensure you are aware of how your competitors are positioned and thriving within your market.

Define and describe how your products or services truly impact your customer's life by solving their problems, making their life easier, better, or both.

Once you have clearly defined the first four steps, it’s time to craft compelling messaging that clearly communicates your brand's purpose and the value you deliver for your customers.

Creating a value-driven visual identity that communicates your positioning includes your logo

colors, typography, messaging, and imagery. A solid visual identity will help you stand out in the market and establish an authoritative, recognizable presence for your business.

Using the customer experience framework, from advocacy to awareness, identify all the online and offline interactions between your brand and target audience to ensure a consistent and positive experience to drive credibility and trust.

To facilitate your brand's cohesive development and management, set rules and guidelines that include details for your numerous brand elements to ensure consistency, awareness, and recognition.

Creating a brand action plan over how you will implement and manage the execution of your brand elements across all identified touch points and set measurable objectives and metrics to identify growth and use data to drive and inform your decisions as you scale.

Your brand strategy is the plan that enables you to lay the foundation for the growth of your business. Investing in the necessary resources for building trust, customer loyalty, increasing market share as an authority, and thriving in today's ever-changing market.

Your ability to attract and retain customers and scale into new markets is essential for the long-term success of your business.

Our "Characteristics and Benefits of an Authoritative Brand" will help you identify and understand how investing in your brand can help you establish trust and credibility with your target audience.

What is a Brand Strategy and Why Your Business Needs One

The problem is 81% of consumers state they must first trust a brand before even considering a purchase, making today's over-saturated market a jungle of businesses competing for a customer's attention.

Our "Characteristics and Benefits of an Authoritative Brand" will help you identify and understand how investing in your brand can help you establish credibility and trust with your target audience.

Customer Testimonials for Basia's Pickles

Your brand authority refers to the confidence your target audience and customers have in your business. It is your online and offline presence as a reputable brand that helps position you as the go-to choice for people in need of the product or service your business provides. 

What are the characteristics of an authoritative brand?

An authoritative brand exhibits trustworthiness, credibility, expertise, consistent quality, and strong customer relationships, positioning itself as a respected leader within its industry or niche, and here's how they do it.

A deep understanding of their target audience:

Understanding their target audiences, needs, pain points, and desires in relation to the value their business provides via its products or services. This deep understanding allows them to deliver value that not only meets the unique needs of their customers but also helps them create trust through positive interactions during their customer's experience.


A deep understanding of their target audience empowers authoritative brands to tailor their messaging and speak directly to their desired customer base. Effectively communicating the problem they solve for their customers and the value and benefits of their products and services. Ensuring their message stretches across all touchpoints, helping build familiarity and trust while reinforcing its positioning.


Synonymous with excellent quality, an authoritative brand provides products or services that meet or exceed their customer's expectations. They maintain rigorous production, testing, and quality control standards to ensure that every value proposition they offer is of the highest caliber. This relentless commitment to quality is the foundation of their brand.


A solid online and offline presence is critical to growing a business. An authoritative online presence helps build credibility and trust. For example, by providing valuable information and resources to their customers, they can position their brand as a reputable thought leader.


Similarly, an offline presence can help them connect with their audience personally, increasing brand loyalty and customer retention. Combining a strong online and offline presence allows authoritative brands the opportunity to fortify their positioning and better set their business apart from their competitors.

Recognition from customers, experts, and organizations for their excellence and contributions, an authoritative brand may have won awards, such as "best in" or "industry leader," and leverages these accolades to demonstrate its position as an industry leader, increasing credibility and trust with their target audience.


Creating open lines of communication for their customers, team, and any individual who chooses to engage with its brand positions the brand as welcoming and caring.

Being open and responsive to feedback allows them to continuously improve their value proposition and quickly address any issues that may arise, leading to increased customer loyalty, advocacy, and retention.


What are the benefits of an authoritative brand?

Increased customer loyalty, positive word-of-mouth referrals, a strong reputation, greater market share, and, ultimately, enhanced business success are just a few of the benefits of an authoritative brand, and here's why.

Customers who know they can consistently rely on a brand to provide high-quality products or services are likelier to become repeat and loyal customers. Authoritative brands can earn their customers' trust by offering excellent customer service, being open about their business practices, and consistently providing valuable products or services that genuinely improve their customers' lives. 


An authoritative brand is more likely to be recognized and respected by its target audience, customers, and industry experts, which can significantly impact a business's growth and success. Increased awareness and

visibility of an authoritative brand attract new customers and expand into new markets more easily. Since their target audience is familiar with a brand, they are more likely to choose their business over a competitor's value proposition instinctively.


Due to the trust and credibility they have established with their customers, an authoritative brand has a competitive advantage in the market. Their target audience will be more likely to choose their business over their competitors, as they have greater confidence in their products or services and their ability to deliver on their promises. This confidence leads to customer loyalty, repeat business, and positive word-of-mouth recommendations, further strengthening the brand's reputation and fortifying its positioning.


A brand with great authority has a more receptive audience for its marketing efforts, resulting in more efficient marketing campaigns with a higher return on investment. Having taken the time to build trust and credibility with its customers, an authoritative brand is more likely to have its target audience resonate and engage with its marketing collateral and take favorable action.


An authoritative brand can significantly influence consumer buying decisions due to the trust and credibility it has established with its target audience. As a result, an authoritative brand has an increased ability to shape consumer perceptions, preferences, and behaviors as customers look to the brand for guidance and expertise. Helping drive more sales, increase customer loyalty, and create a sustainable competitive advantage in the market.

The ability to charge premium prices stems from credibility, trust, and positive interactions between your brand and target audience. Once your brand is established and known as a dependable expert, this reputation will increase the perceived value of your products and services.

An authoritative brand is a powerful tool for any business, as it helps to establish trust, credibility, and customer loyalty. Customers who trust a brand are more likely to engage in repeat business and advocate for the brand, helping drive awareness and sales.


In today's market, where customers have a wide variety of choices and tend to choose brands they trust, an authoritative brand can open up new business opportunities, partnerships, collaborations with other businesses, and the ability to charge a premium for the products or services offered.

Building an authoritative brand requires time and effort but is worth the investment. Consistently delivering high-quality products or services, listening and engaging with customers, and continuously improving the value your business provides.

It is important to note that building an authoritative brand should be seen as a long-term strategy and requires ongoing effort. Continuous improvement and adaptation to changing market conditions are crucial elements of the process.

Investing resources in initiatives that drive growth opportunities is a no-brainer.

Our "Grow Your Brand Successfully: 7 Essential Areas of Focus" takes the guesswork out of where you should invest your resources. In this article, we will detail seven areas you need to focus on to drive consumer trust, attract new customers, and facilitate the growth of your business.

The Characteristics and Benefits of an Authoritative Brand

The problem is, with the numerous strategies for growing your brand, discerning which direction will be the most beneficial can be challenging.

So you try strategy after strategy, investing significant time and money but are left frustrated after not achieving your desired results.

1. Deliver an Exceptional Customer Experience

An exceptional customer experience is one of the easiest ways to increase customer retention, drive word-of-mouth marketing, and increase your brand's authority.

A successful experience begins with clearly understanding your customers, their needs, and the value your brand delivers. The next step is to define the various touchpoints between your brand and customer to determine how you will deliver a seamless and personalized experience; this will help you map their journey.


From awareness to advocacy, this attention to detail will help your brand foster loyalty and enhance your business's reputation. The benefits of exceeding your customer's expectations will help increase retention, drive word-of-mouth referrals, and, most importantly, reinforce your brand's positioning as a credible and trustworthy business resulting in short and long-term benefits contributing to your company's stability and growth.

2. Establish an Automated Referral Program

Once you have taken the time to create an exceptional customer experience, your next step is to develop an automated referral program. When done right, think of this as printing money. 

 But seriously, this is a fantastic way to leverage existing customers' positive experiences to attract new opportunities.

Developing a standardized and automated procedure for how existing customers can share their experience and refer friends or colleagues is an easy way to drive your business's growth since your happy customers will act as advocates for the brand.

Statistically, customers referred to your business by a friend or business colleague are likelier to opt for your products or services since they perceive your brand as credible and trustworthy. Referral programs are a fantastic and cost-effective way to generate new customers.


3. Invest in Online Community Development

As your consumer base grows, investing in online community development is essential for fortifying the relationship between your brand and customers.

Much like point #1, developing a thriving community begins with defining your customer's needs and expectations. Once you have a clear understanding of your customer's goals and how your product or service helps them accomplish their goals, identify the channels most suitable for delivering valuable, relevant content to engage your target audience and drive discussions, questions, and interactions. Remember to be the engager on your digital platforms and to set performance metrics for evaluating and improving your community-building efforts.

Your business will benefit from authentic advocacy, increased customer retention, and invaluable insights when you take the time to cultivate a sense of belonging and shared values between your brand and customers.

Group of men talking at the GeoSolutions’ InterAx Geogrid Grand Prix Event

4. Deliver a User Focused Website Experience

Your website is typically your brand's first opportunity to deliver a positive and long-lasting first impression. A well-designed, user-friendly website experience can drastically influence your customer's perception of your brand.

Ensuring your website is intuitive, has clear and concise messaging, and resonates with your target audience will help build trust and increase user engagement. A website with seamless navigation and quick access to essential information will help enhance overall customer satisfaction.

When planning the development of your website experience, ensure to define how you will implement best practice accessibility, SEO, and data tracking technology like Google Analytics. These optimization tactics will contribute to better search rankings, increase traffic, and provide you with real-time data to make informed decisions as you grow your business.

5. Deploy Value Driven Content Marketing Initiatives

Focusing on value-driven content marketing initiatives will help facilitate the growth of your brand as you solidify your positioning as an industry expert and thought leader while building credibility and trust.

Focusing on creating relevant, meaningful content that addresses your customer's needs across all stages of their buying journey will allow you to efficiently drive brand awareness, increase website traffic and encourage engagement. Take the time to optimize your content for search engines and repurpose it for distribution on your strategically selected social channels.

Value-driven content marketing will increase your brand's authority if the content you create provides genuine value, helping facilitate your ability to drive growth opportunities and separate your business from competitors.

Paid advertising is an effective way to grow your brand fast. By leveraging multi-channel paid ad initiatives, you can reach a broader audience to build brand awareness or narrow in on your ideal customer more precisely by leveraging demographics, interest, and other available customer data.

Your paid advertising initiatives will help you position your brand in front of the right audience, allowing your business to generate immediate results and use data to inform/optimize your campaigns quickly based on real-time information.

Giving your business the power to test different messaging, calls to action, or value propositions, to identify what resonates best with your target customer. 

7. Leverage Modern Best Practice Technologies

Leveraging today's best-practice technologies is essential for your brand's growth. It empowers your business to streamline operations, optimize customer experience, and separate your brand from the competition.

For example, incorporating modern technologies, such as automation software, can enhance your business's efficiency to capture leads and send a personalized automated email response based on form submissions, or using AI chatbots can help you quickly respond to frequently asked questions, helping free up valuable resources, increasing productivity and your ability to scale more effectively.


Ultimately, leveraging today's best practice technologies is essential for growing a brand because it helps increase your customer's overall perception of your business. Your actions will validate your positioning as a modern, forward-thinking business as you look to secure long-term growth, plus saving you time and money is always great.

This last point seems obvious, but you would be surprised how many new business owners focus only on short-term gains, not long-term success. You position your brand as credible and trustworthy when you deliver value that makes your customer's life easier or better and can exceed their expectations.

By continuously delivering value that helps solve your customers' problems or enriches their lives, your brand will help establish a long-lasting relationship and solidify your business as an authoritative brand.

Driving opportunities to grow your brand is one of the most critical priorities for a business looking to create long-term success. A successful brand will help drive awareness, attract new customers, and establish your authority within your market.


Ensuring you invest your resources in initiatives that improve trust, build credibility, and separate you from your competition will facilitate the growth of your brand, increasing revenue and profitability and providing opportunities like the ability to charge premium prices or quickly expand into new markets.

Case Study 01: GeoSolutions Creative 360°

With substantial growth expectations over the next five years, identify why GeoSolutions turned to Your Better Brand to help enhance its brand authority, deliver an excellent website experience, and deploy multi-channel digital marketing initiatives to increase brand awareness, generate leads and drive business growth. 

Insights

What is a Brand Strategy and Why Your Business Needs One

The Characteristics and Benefits of an Authoritative Brand

Grow Your Brand Successfully: 7 Essential Areas of Focus

Case Study 01: GeoSolutions Creative 360°