Marketing without strategy is like driving without a GPS. When it comes to marketing and communications the single biggest mistake business owners make is focusing all their time and attention on driving tactics and campaigns, while giving little attention to their brand strategy, says the company.

"Think of your brand strategy like a GPS for your business," says Janine Lloyd, Brand Strategist, Founder of LloydBrand and Co-founder of Brand Growth Track.

"Without it, you might drive around in circles, wasting money and time, not to mention the stress and frustration that comes with it. With a brand strategy, the destination is clear (vision), the best route to get there (positioning and messaging) and how to avoid traffic jams (competitors and market challenges)."

Businesses needs a brand strategy because it can give them direction. Without it, they risk blending in, attracting the wrong customers, or wasting time and resources on ineffective marketing, adds the company.

A strong brand strategy defines who it is, what makes them different and how it connects with the right audiences — helping it stand out, build trust and be taken seriously, says the company.

"A strong brand also builds internal pride, inspiring employees and creating a sense of belonging, while reinforcing and driving your internal culture," says Lloyd. "It also informs how your leaders and employees talk and act, ensuring your business actions match the perception you are trying to create."

Tips for Creating a Powerful Brand Strategy

Act Like a Human

Most companies compete on features, benefits and price. Yet humans connect with people. Every brand has a personality and should behave like a human. Just like a person might be adventurous, nurturing, funny or reliable, brand projects share similar traits. Personality is a powerful psychological tool: when it feels like "someone" people want in their lives, they listen, relate to the brand and stay loyal, says the company.

Communicate "Why"

Many companies focus primarily on what they do, rather than why they do it. Brands that go beyond functionality and connect with customers on an emotional level, have the opportunity to form deeper and more lasting relationships. People need a purpose-driven brand with an inspiring ethos, a strong viewpoint and the ability to communicate how it is actively contributing to make a positive impact in the customers' world, adds the company.

Get Clarity on Customers

Speaking to everyone is not good for business. Businesses need to get very clear on who is being spoken to so that they can attract the right people. Knowing who they are targeting and really understand them — their needs, pain points and aspirations — brands can create messages that actually speak to them. Brands and businesses can now align their marketing channels, product features and campaigns in a way that actually matters to their customers, says the company.

Create a Clear Unique Value Proposition (UVP)

A UVP describes the benefit of the offer, how brand solve their customer's needs and what distinguishes them from the competition. A UVP is not just a message, it is a differentiator. It explains to audiences exactly what the company offers that competitors can't. It can define differentiation and explain why you're the right choice to help solve their problems, adds the company.

Create Clear Messages and a Consistent "Story"

When what is said is scattered or confusing, people tune out. However, when brands and businesses are clear, customers quickly understand what they stand for and who they are, making it easier for them to make a purchase. Whena story is communicated consistently, a brand can become one that people want to trust and follow, says the company.

Use AI Strategically to Get the Best Value

AI can be a powerful tool to create the marketing communications a business needs — from emails, social media campaigns, to sales materials and website copy. However, if the AI doesn't have context or direction, it will result in a generic, confusing, or inauthentic messaging. For AI to be effective businesses and brands need to "brief" it, and that is where brand strategy or "GPS" comes in, adds the company.

Marketing moves the car, but strategy drives the journey. "When your brand has direction, every campaign has impact," Lloyd concludes. "So, stop guessing, start steering and watch your brand arrive exactly where it was meant to be."

For more information, visit www.lloydbrand.co.za. You can also follow Lloyd Brand on Facebook, or on LinkedIn.

*Image courtesy of contributor