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What is Brand Strategy? And how to create one

In today’s highly competitive business landscape, having a strong brand strategy is essential for any company that wants to succeed. A brand strategy will help you differentiate yourself from competitors, and build a loyal customer base while ensuring consistency as your business scales. In this article, we will dive deeper into what brand strategy is, why it is important, and how you can develop one for your business.

What is brand strategy?

Brand strategy refers to a long-term plan developed by a company to establish and maintain a distinctive and favorable brand image in the minds of its target audience. It involves a deliberate and coordinated set of actions and decisions aimed at shaping how a brand is perceived, positioning it uniquely in the marketplace, and achieving specific business objectives. Brand strategy encompasses elements such as brand identity, brand positioning, brand messaging, target audience identification, competitive analysis, and communication channels. It helps guide the development of consistent branding elements and marketing efforts to create a strong and differentiated brand that resonates with customers and fosters loyalty.

Why is brand strategy important?

A well-defined brand strategy is important for several reasons:

  1. Differentiation: In a crowded marketplace, having a unique and recognizable brand identity is crucial. A brand strategy helps you define what makes your brand special and how you can stand out from the competition. By highlighting your unique value proposition, you can attract customers who share your values and beliefs, and who are willing to pay a premium for your products or services.
  2. Consistency: A strong brand strategy ensures that all your brand efforts are consistent, coherent, and aligned with your business goals. It serves as a guide to all your brand-related decisions, including marketing, advertising, communication, and product development. This can help you avoid confusion and maintain a clear and consistent image for your brand.
  3. Awareness: A well-defined brand strategy can help you build brand awareness and loyalty among your target audience. By consistently communicating your brand’s message and personality through various channels, you can create a strong emotional connection with your customers. This can lead to increased customer loyalty, repeat business, and positive word-of-mouth recommendations.
  4. Trust: A clear and consistent brand strategy can help you build trust and confidence among your customers. By delivering on your brand promises and maintaining a high level of quality and customer service, you can establish a reputation for reliability and credibility. This can help you win over customers who are skeptical or hesitant to try new products or services.

Steps to develop a brand strategy?

Developing a brand strategy requires a thorough understanding of your business, your target audience, and your competitive landscape. Here are the key steps to follow:

  1. Define your brand purpose and values: Your brand purpose is the reason why your company exists beyond making a profit. It should be a meaningful and inspiring statement that reflects your brand’s mission, vision, and values. Your brand values are the guiding principles that drive your brand’s behavior and decision-making. They should align with your brand purpose and reflect what your brand stands for.
  2. Conduct a brand audit: A brand audit is a comprehensive analysis of your brand’s strengths, weaknesses, opportunities, and threats. It should include a review of your brand identity (logo, colors, typography, etc.), your brand messaging (tagline, brand story, voice, tone, etc.), your customer journey (from awareness to advocacy), and your competitive landscape (who your competitors are, what they offer, how they communicate, etc.).
  3. Identify your target audience: Your target audience is the group of people who are most likely to buy your products or services. They should be defined based on demographic, psychographic, and behavioral characteristics. You should also understand their needs, preferences, pain points, and aspirations. This will help you tailor your brand messaging and communication to their specific needs and preferences.
  4. Develop your brand positioning: Your brand positioning is the unique space that your brand occupies in the minds of your target audience. It should be based on your brand’s unique value proposition, your target audience’s needs and preferences, and your competitive landscape. Your brand positioning should be clear, concise, and memorable.
  5. Define your brand messaging and tone of voice: Your brand messaging and tone of voice should be consistent with your brand purpose, values, and positioning. It should be tailored to your target audience and communicate your brand’s unique benefits and attributes in a compelling and engaging way. Your tone of voice should be consistent across all channels and reflect your brand personality (e.g., friendly, authoritative, playful, etc.).
  6. Develop your brand identity: Your brand identity includes your logo, colors, typography, and other visual elements that represent your brand. It should be consistent with your brand purpose, values, and positioning, and reflect your brand personality. Your brand identity should be visually appealing, memorable, and easily recognizable.
  7. Create a brand style guide: A brand style guide is a document that outlines the rules and guidelines for using your brand identity and messaging. It should include instructions on how to use your logo, colors, typography, tone of voice, and other visual and verbal elements. A brand style guide helps ensure that your brand is presented consistently across all channels and touchpoints. It’s a crucial living document for dealing with outside vendors or new hires.
  8. Implement across communication channels: Once you have developed your brand strategy, it’s time to implement it across all your marketing and communication channels. This includes your website, social media, advertising, packaging, and other touchpoints. You should also monitor and measure the effectiveness of your brand strategy over time and make adjustments as needed based on customer feedback and market trends.
  9. Monitor and evaluate: Continuously track and measure the effectiveness of your brand strategy. Monitor brand perception, customer feedback, and market trends. Adjust your strategy as needed to stay relevant and competitive.
  10. Foster brand engagement: Engage with your audience through various brand-building activities such as social media interactions, customer support, influencer collaborations, events, and community initiatives. Cultivate a strong brand community and encourage brand advocacy.

Remember, branding and brand strategy is an ongoing process that requires continuous refinement and adaptation to changing market dynamics and customer preferences.

In conclusion, developing a strong brand strategy is essential for any business that wants to succeed in today’s competitive marketplace. It requires a thorough understanding of your business, your target audience, and your competitive landscape, as well as a clear vision of your brand purpose, values, and positioning. By following the steps outlined in this article, you can develop a brand strategy that helps you differentiate yourself from competitors, build brand awareness and loyalty, and increase customer trust and confidence.