A brand strategy is a long-term plan that outlines how a brand will be positioned in the market, differentiate itself from its competitors, and communicate its unique value proposition to its target audience.
Don't just sit there looking pretty!
A brand strategy considers the brand's overall mission, vision, and values, as well as the needs and preferences of its target customers. It includes the development of the brand identity, which includes elements such as the brand name, logo, tagline, and overall visual and verbal style.
A brand strategy also involves identifying the key messages that will be communicated to the target audience and determining the most effective channels for delivering those messages. This may include advertising, social media, content marketing, and other forms of communication.
Ultimately, a brand strategy is designed to create a strong and memorable brand that resonates with its target audience and builds trust and loyalty over time. It's the full experience people have with your business (e.g. how you answer the phone, your social presence and responses, your website, your tone– light and fun, tough and bold.)
A well-executed brand strategy can help a company differentiate itself in a crowded marketplace and create a sustainable competitive advantage.
Questions to ask yourself about your business, before you even think about what colour your logo might be:
Why do you exist?
What is your mission in business?
What is your big-picture vision?
What are the values that guide your business?
Who are your ideal clients?
Who are your competitors?
What is your unique value proposition? (I.e., what differentiates your business from competitors).
How does your brand communicate? (I.e., brand messaging).
"A brand strategy connects the heart of your business
––to the soul of your audience"
Every brand has a story, and your customers want to hear yours. Explain your core values, your commitment to customers, and how you stand out from the crowd.