branding strategy
B&E Design Firm

B&E Design Firm

Best Branding Strategies 2022

Constructing Effective Brand Strategies for Business Success in 2022

A brand strategy is an important factor in helping businesses construct an effective business plan. For businesses to achieve their objectives, there are many effective and well-thought-out brand strategies that can be implemented. For an effective strategy, one must consider their company’s brand identity, their objectives, their target audience, and the industry. Businesses should ensure they have a strong brand image and identity before implementing any sort of strategy. Your brand’s identity is how the company will be perceived. It is the company’s reality vs brand image, which is how customers perceive the brand. In this blog, we discuss brand identity strategies for 2022 and how to best implement these strategies.

Brand Identity

Brand Identity Strategies 2022

Power of Brand Identity: Differentiation and Customer Connection

Having a strong brand identity is of utmost importance. Especially for companies that want to differentiate themselves from competitors and position their brand appropriately in the market. Companies are able to create and maintain a consistent brand message that is simple for the customer to understand. Creating a cohesive and powerful message that resonates with the target market requires developing a brand identity. It also creates a visual personality for the brand. Which sets a specific tone that represents the company or brand’s image and evokes favourable feelings in the customer.

Brand identity helps place the company at the forefront of the minds of customers by raising awareness and creating memorable moments. Having a strong brand identity helps to create brand loyalty and trust amongst its customers by creating a strong, emotional connection between the company’s offerings and its target base.

Defining Brand Identity

In order to define a company’s brand identity, the company needs to establish its core values and the meaning behind the company. As well as where it fits in the market/industry and what it will visually look like.

A well-defined brand identity results in a positive company experience not only for consumers but also for company staff and key stakeholders. A well-defined brand identity will help generate positive influences for the company and its customers’ purchasing decisions, which in turn will increase the company’s profits.

Brand Objectives

The brand objectives help the company lay out specific goals. Setting goals will guarantee that the business will be more successful. Construct a performance plan using the research gathered from information such as social media activity or number of sales leads. It’s important when setting out the objectives to ensure that they are SMART objectives, that is:





Time bound

In doing so, you will ensure that the company avoids situations where projects veer off track, otherwise known as ‘scope creep’. Highlighting the company’s SMART objectives is incredibly important when putting together a strategy. This will help align the company’s goals with its strategy. The objectives can also be specifically tailored to increasing brand awareness, generating customer loyalty, bringing in new customers, or promoting a new service or product.

Brand Audience

Brand Identity Strategies 2022

The brand’s audience revolves around the particular demographic of customers that are most likely to be interested in the company’s product or service. As a result, this will be the target group most likely to see the company’s marketing and advertising efforts. These demographics can be further segmented into more niche categories that reference a buyer’s intent, their hobbies and interests, and the general location of the targeted group.

Understanding Your Audience

By identifying a company’s brand audience, a business can better understand the needs and wants of its customers. In doing so, they can tailor the right message to market to their customers before selecting a specific brand strategy. Knowing your brand’s audience allows you to spend less on advertising because it can more effectively target the requirements, wants, and behaviours of the target market. Modifying a brand to suit the needs and wants of customers in local communities can increase a company’s brand value and help show off existing or new and improved products and services.

Competitive Analysis and Industry

Brand Identity Strategies 2022

It’s important to know the company’s relevant industry before selecting a brand strategy. Each industry is different and requires businesses to thoroughly evaluate the industry they are in. A competitive analysis should look at the characteristics, customer base, costs, advertising, points of difference, strengths, and weaknesses of the brand’s competitors, as well as their locations, cultures, and consumer feedback. It helps a business outline possible opportunities and threats to the business.

Getting people to talk about your brand and participating in the conversation between brand and consumer is a key element in developing strong brand positioning. Businesses can come up with campaigns or events where they can interact with their customers, or they can involve themselves in the digital world by building a solid and reliable online presence.

Making Use of Colour, as well as Outstanding and Unique Visuals

An important part of brand strategy are the brand’s visuals. They are what the business’s audience is most likely to recall about the company’s brand. It’s important to ensure that a brand’s visuals are consistent with the fundamental principles and overarching brand approach. If the visuals remain consistent, the brand will be consistent, and as a result, customers will be able to recognise the business in the future and distinguish it from their competitors.

Make the Company Brand Relatable

Core Values

It’s important for a company to have clearly defined core values. A business must have a purpose in order to effectively advocate for it through its brand message, and spreading that message to its customers is one way to make a business’s brand more personable. For a company to be more relatable, they need to research their audiences’ problems and develop unique and desirable solutions to the lives of their consumers.

Identify problems and needs

When you identify the needs and problems of the target audience, you can begin to weave a story into the business’s marketing messages. Once the needs and desires of consumers have been outlined, it is time to put together a story for the brand’s audience. Some of the most effective brand narratives inspire empathy, attract, engage, and capture an audience’s attention. Which will persuade them to make a decision that directly benefits the brand and its target audience. A brand story is more about the audience’s experience and the customer journey than it is about a series of events and campaigns.


A consistent brand and communication plan that defines your business and long-term goals helps you grow and build a solid image. These advantages help firms differentiate their brands and focus on delivering powerful marketing messages to specific target markets. Strong brand and communication tactics boost customer attractiveness, loyalty, and engagement.

An effective brand strategy needs time and patience. Through continual research, the business will better understand its customers’ needs and create unique solutions, strengthening its brand strategy.

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Banele Makhanya
Banele Makhanya
Banele Makhanya is driven by his passion for turning businesses into brands. His branding & digital marketing expertise, has made him devoted to revolutionizing the world of small and medium-sized enterprises (SMMEs). Focused on making branding & digital marketing accessible to SMMEs, Banele is on a mission to help businesses transform into thriving brands and maximize their return on investment (ROI). With a solid foundation in research and an extensive range of skills, Banele crafts bespoke branding & digital marketing strategies that empower SMMEs to not only adapt and keep up but also to outshine their competitors in the market. Banele's innovative approach to digital marketing has earned him a reputation as a reliable and visionary leader in the industry. As a thought leader, he is continually exploring new ways to harness empirical brand research, technology and data-driven insights to propel SMMEs forward. His enthusiasm for learning and growth guarantees that his clients stay ahead of the curve, taking full advantage of state-of-the-art tools and methods. Banele's unwavering commitment to the success of SMMEs, combined with his genuine passion for helping them flourish, makes him an indispensable resource in the realm of digital marketing. By working closely with these businesses, Banele aims to break down the barriers to digital marketing and create a more accessible and profitable landscape for all.

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