Get to grips with the fundamentals of brand strategy.
— What is brand strategy?
— Key benefits of using brand strategy
— Our phased approach
What is brand strategy?
A brand strategy is a long-term plan for how an organisation will build and grow its brand. Brand strategy is a roadmap for how a company will differentiate and position itself in the market and how it will communicate its purpose to its target audience.
The function of brand strategy is to uncover and communicate an organisations core purpose. To reach a unique and compelling purpose, the brand strategy process is a pragmatic approach, designed to help the organisation reveal its vision, core values, market differentiation, personality and mission statement.
A compelling brand strategy helps the organisation communicate their purpose to the market in order to build brand equity and market share. Strong brand strategy is authentic, contextual, goal-oriented, actionable plan, and acts as a foundation and design brief for the branding process.
Key benefits of using brand strategy
A brand strategy helps an organization’s brand in a variety of ways. A brand strategy helps create a sustainable, future-proof brand, that has clear core values, messaging, tone of voice, brand promise, and mission.
— The process of brand strategy helps to analyze market opportunities and helps to facilitate positioning pivots
— A strong, clear strategy helps the organizations align on a shared vision and goals
— Clarifies the organization's core values and differentiates the company as purpose-driven, fostering consumer loyalty
— Defines a distinct visual identity and tone of voice that resonates with their target audience
— A brand strategy helps define and communicate the brand’s promise and mission statement to its customers
— A brand strategy helps the internal team align with agencies and designers with a shared vision for the visual and verbal direction of the brand
Our phased approach
With any brand strategy project, we work through a phased approach, covering brand audit, DNA, positioning, vision, values, personality, mission and brand identity.
Whether we're rebranding an existing organisation or building a brand from the ground up, our phased approach begins with a brand audit in the next post.
Chapter 2 – How to Conduct a Brand Audit →
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More posts in Brand Strategy 101
Chapter 1 – Why Great Brands Need Brand Strategy
Chapter 2 – How to Conduct a Brand Audit
Chapter 3 – Uncover Your Core Brand Values
Chapter 4 – How to Use Brand Archetypes
Chapter 5 – Craft a Compelling Mission Statement
Chapter 6 – Create Your Brand Name
Chapter 7 – How to Run a Brand Strategy Workshop