Define: Brand Strategy

What is a brand strategy?

A brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals.

A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments.

What goes in a brand strategy?

Your brand strategy should include the following items:

Brand purpose: This is the reason why the brand exists, beyond just selling products or services. It should be a meaningful and motivating reason that resonates with both the target audience and the people within the organization.

• Brand positioning: This is how the brand is perceived in the minds of the target audience, relative to competing brands. It should be clear and unique, and it should be reflected in all of the brand's messaging and communication.

• Brand personality: This is the set of human characteristics that are attributed to the brand. It should be consistent and aligned with the target audience's values and attitudes, as well as the brand purpose.

• Brand promise: This is the value that the brand promises to deliver to the target audience. It should be specific, credible, and relevant to the target audience's needs and expectations.

• Brand messaging: This is the way that the brand communicates its purpose, positioning, personality, and promise to the target audience. It should be consistent, clear, and compelling across all channels and touchpoints.

• Visual elements: These include the logo, color palette, typography, and design style that are used to visually represent the brand. They should be consistent and aligned with the brand's personality and messaging.

“Why should I have a brand strategy?”:

The goal of a brand strategy is to create a unique and differentiated brand that stands out in the market and effectively connects with and resonates with the target audience.