Branding is the process of defining and building a brand. It includes the planned management of the graphic image, communication character and positioning. It works on both tangible and intangible elements of the company to provide the target audience with a homogeneous vision of the brand with a value proposition. Thanks to branding, companies develop a corporate identity and a general communication model, adding value to the brand and differentiating the company from its competitors in space and time.

The goal is to position the brand in the consumer’s mind and become the top of mind in the industry. To achieve the right differentiation and competitive advantage, the need to create credibility and trust must be addressed, and the brand’s values must be emphasized at all times in order to strengthen and differentiate the identity of the products or services.

Corporate branding consists of five basic elements: naming, identity, positioning, loyalty and brand architecture. But before you start thinking about what color palette to choose for your logo or what tone to use to engage your audience on Twitter, you need to stop and look at the big picture.

In this article, we will explain what a brand strategy is, why you should develop one for your company, and what the keys to success are. Such strategies are always long-term and aimed at achieving specific goals. A strong and coherent identity must be developed to highlight the brand’s attributes.

Here are twelve keys that every brand must have to be successful:

1. Create a value proposition based on the values of the company.
2. Define a clear purpose and communicate it, both externally and internally.
3. Define the attributes of the brand and its added value.
4. Work consistently on brand positioning in all channels.
5. Create a homogeneous corporate identity and an identity manual.
6. Develop a solid and consistent corporate image.
7. Create an effective, simple and easy to memorize slogan.
8. Define what the company’s voice will be and what tone it will use.
9. Connect with your audience by creating lasting emotions and positive reinforcement.
10. Work with business flexibility and reap a good working environment.
11. Create a style guide that reflects how the brand should look in any scenario.
12. Reward customers for their loyalty and work on value creation for them.

For a company to become a market leader, it must create and maintain a good brand strategy. It will not be an easy process, but it is the only way to achieve the right differentiation and success. The power of brand image is what makes a company unbeatable and should never be neglected.