Arash Tahami and the importance of having a brand strategy

A famous Entrepreneur Arash Tahami, one of the CEO and founders of ‘’HOOKAH FRUITS’’ and ‘’TAHAMI CLINIC’’, demonstrate the importance of having a brand strategy:

Brand strategy is an important part of each business that outlines and sets your business apart from the competition. Strategic branding will help build rapport and favourability within the market. The goal of a brand strategy is to become memorable in the eyes of the consumer so you can retain customer loyalty.

As a highly successful businessman and entrepreneur, Arash has used and applied these techniques throughout his companies in order to achieve his ongoing success.

  1. Purpose and uniqueness

While making money is essential to every business, it’s important to display a willingness to achieve more than profitability. When defining your brand positioning, you need to demonstrate your purpose and decipher what sets you apart from your competitors.

  1. Consistency and Cohesive

To give your brand a platform to stand on, you need to ensure your messaging is consistent and cohesive with your message. Make sure all facets align with your brand and its image. Avoid talking about or promoting things that aren’t related to or enhance your brand. Every element needs to be aligned and work harmoniously together.

  1. Emotion and relationship

Draw the customers in by using emotion. Build a relationship and rapport and make them feel like they are a part of something larger.  Find a way to connect with your customers on a deeper level.

  1. Flexibility

Marketers must remain flexible in order to stay relevant. Keeping up with the newest and latest trends is critical and will help you stay at the forefront of customers’ minds. Just because something worked in the past doesn’t necessarily mean it works now. Don’t be afraid to try new things; it is the only way to learn and grow.

  1. Employee Involvement

Your employees need to be well-versed in communicating with customers and representing the brand. Do your research. If you don’t understand something – ask. Establish core values to help one another build a strong reputation for helpful customer service.

  1. Loyalty and support

Reward your loyal customers. People love to be appreciated. Whether it’s a simple thankyou, customized letter, discount code or coupon. Highlight the positive relationship between you and your customers so potential customers know what to expect. Cultivating loyalty from these people early on will yield more returning customers, which adds more profit for your business.

  1. Competitive Awareness

Utilize the competition to improve and adjust your strategy. Maintain your uniqueness but watch what works and doesn’t work for your competitors. You can save time and money by watching and learning from others’ successes and failures.

Here are some questions to ask yourself in order to have a clear directive for your brand strategy:

  • Who is my ideal customer?
  • Who are our rivals?
  • How does my brand make customers feel?
  • Why should customers trust us?
  • What is the personal reason behind the creation of this brand?
  • If our brand was a person, what attributes/traits would it hold?

Another fundamentally important part of the process is target market research. Researching the market, the type of audience you are trying to reach and how they have been emotionally tempted play a considerable role. Some of the questions you’ll need to assess when evaluating a customer’s personality are:

  • Are they married?
  • Do they have children?
  • How old are they?
  • What is their educational background?
  • What is their occupation?
  • What is their most significant daily challenge?
  • What brands do they like/don’t like? Why?

The top five reasons why some businesses fail in their brand strategy are:

  • Lack of long-term vision
  • Lack of maintaining identity and business message
  • Contradictory ingenuity
  • Not targeting the ideal customer
  • Not researching and keeping up with the market/competitors

In summary, Arash genuinely believes that managing a brand is hard work but one of the most crucial steps for growth. You need to highlight the uniqueness of your brand and what sets you apart from your competition. Be genuine in your approach and use your strategic branding to strengthen your customer loyalty, brand value and favourability in the market.  

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