What is Brand Strategy, and why is it important?


Photo by Izabella Árvai

I’ve often had friends ask me about what I do for a living (my mother will never understand), and when I passionately bring up brand strategy, I get mixed reactions—from blank stares to genuine and curious questions. I hope this article explains brand strategy and why I feel it is so important to businesses big and small.

Brand strategy refers to a long-term plan that a company develops to establish and maintain a strong brand identity in the marketplace. It involves defining the brand’s values, vision, and mission, and outlining a roadmap to achieve the desired brand image.

A successful brand strategy typically includes the following key elements:

  1. Brand Positioning: This involves identifying the unique selling proposition of the brand, which sets it apart from competitors. It involves understanding the target audience, their needs, and preferences, and positioning the brand in a way that resonates with them.
  2. Brand Identity: This includes the brand name, logo, tagline, and other visual and verbal elements that define the brand’s personality and differentiate it from others.
  3. Brand Voice: The brand’s voice and tone should be consistent across all communication channels, whether it is social media, advertising, or customer service. It should reflect the brand’s personality and values.
  4. Brand Messaging: The messaging should be clear, concise, and aligned with the brand’s values and vision. It should communicate the brand’s benefits and value proposition to the target audience.
  5. Brand Experience: The brand experience should be consistent across all touchpoints, from the website to the customer service interactions. It should align with the brand’s promise and deliver a seamless and positive experience to the customers.
  6. Brand Loyalty: A successful brand strategy should focus on building a loyal customer base by fostering emotional connections with the brand, delivering exceptional customer service, and creating a strong brand community.

    Overall, a strong brand strategy can help a company to differentiate itself in the crowded marketplace, build brand equity, and drive long-term growth and profitability. And what business doesn’t want that?