The emersion of many new names in the market now makes many business Doers vying to stand out in this sea of brands, trying not to just float for a while and then disappear. Things that only a few brands can do; the strategic brand. The brand that not only floats, but can create its own land, stand on that land and create intense interactions with its market. Which means, those strategic brands are not only telling or selling things, they also offer something beyond themselves (re: products). So what do these strategic brands have done?
Strategic brand, not only running the blueprint brand, but they also ensuring themselves in taking long and sustainable steps, especially in the strategy of communicating the brand. Forget about the product, those strategic brands have something else that is more powerful. Strategy - what these strategic brands do in a consistent pattern; is a behavioral strategy. Starting from the brand itself that strengthens because of its character, and how the character of the brand can be associated well in the customer's mind.
That is, behavioral strategy always comes from within. The strategic brand understands that the brand is actually a culture that is engraved and can influence market behavior. Culture is transmitted to customers so these premises can appear "The words are so Brand A, huh!" Or "How come, the ads are brand A like this now?".
Why is a behavioral strategy important for brands? (Why is it matters?)
Strategic brands have a strong impact not only for the brand itself but on the business activities of the brand as well. Achieving results according to the desired target for brands and businesses has never been easier, it requires an appropriate marketing strategy where the brand and business agenda meets; by using the same pattern; behavioral marketing strategy.
While the business Doers defines the conversion of results as what the brand is trying to achieve with concepts and contexts that are relevant and remain relatable to the market, the brand must continue to maintain its consistent behavior. Its function is clearly to strengthen the core base of the brand in order to have the power of analytics & tracking that can be used to measure how significant behavioral strategy is in strengthening the brand's position. If Doers' main goal is to reduce costs and increase profits, building a behavior-based strategy is a must.
As we wrote at the beginning of this article, the behavioral strategy that the brand wants to implement must start from within the brand, namely the people behind the brand itself. So there are three things from a behavioral strategy that need to be observed by Brand Doers. The first can be seen from the workplace behavior; not only carrying brand spirit but also being able to give a feeling where people feel a belonging between themselves and where they work, where the presence and contribution of workers in the workplace is something meaningful.
Second, Doers can find a top-down model that is applied in the process and work hierarchy. Creating a work environment that aims to build the brand's own behavior from within, and not merely to give and complete tasks. But more to how brand culture is also inherent in work interactions.
Third, the process and progress of transformation into a strategic brand that indicates growth and how the brand is entrenched; become part of people's daily lives whether they use or not use products with the brand logo in question. This is the benefit felt by the brand later, the fruit of an established behavioral strategy and is certainly sustainable because the brand that becomes a culture is certainly passed on to generations to come.