What is Brand Strategy?

Table of Content

A clear definition

The term “brand strategy” has always intrigued me. It is used so loosely sometimes, it feels like everybody gets it. On the contrary, it is glorified as something that not anyone can reach up to. I guess branding itself is such an ambiguous arrangement of elements that people get it yet do not get it. Some think it’s your logo, while some misunderstand it for an Instagram vibe. A few might mention messaging or storytelling. In all of this hodgepodge, what exactly is brand strategy, then? Let me enlighten you.

Brand strategy is a recollection of different elements, factors, aspects, and branding components woven together to form a strong, decisive blueprint that helps brands move toward success. It is a meticulously designed framework, a system that informs businesses what to do, when to do it, and how to do things. Forget everything you have learned, every notion you have heard, and every story you have followed about brand strategy. Today, we will start with the basics. Post this blog, and you will never have an iota of doubt about what a true brand strategy is.

Fundamentally, brand strategy is the long-term plan for how your brand will achieve its goals by shaping people’s perception of it. It is not one single thing; it has never been one single thing, but particularly it's the foundational thinking behind what the business is, what it stands for, and how the business wants to turn into a brand.

It starts from the very first step, long before you get to design, copy, ads, or even your website. Brand strategy sets the direction. And yes, it remains relevant till the last step of branding.

Now, let’s have a peek at the other side of the table to know how not to define brand strategy.

Brand strategy, the misconception

No, not the logo, not the design, and definitely not the color combination. All these are mere expressions that are tiny parts of the brand strategy. Of course, when we say this, we do not intend to minimize their significance. In contrast, each of these elements plays a pivotal role in branding, but I just want you to comprehend that you cannot title it as the whole brand strategy.

Core elements of brand strategy

In this section, we will step by step unravel the fundamental elements of a brand strategy.

Brand purpose

It represents the actual reason the business was created in the first place. Trust me, it cannot be just money. Your brand purpose also turns into your brand story, which helps you connect with the target audience. Again, it doesn’t stop there. It moves ahead to offer a better and enhanced brand positioning. This shows how in branding, almost every single aspect is interlinked to one another. Your brand purpose should always be either solving problems or adding value.

Brand vision

Think of this as when an interviewer asks you, Where do you see yourself in five years?

That’s the same question you need to ask for your brand, and on top of that, you need to answer it as well. If you are clear on your brand vision, things automatically start making sense. It will inevitably inform you how to move forward, what the components are, what should be the target, and how you are going to achieve it.

Brand values

This comprises the core principles that shape not only your brand but your entire behavior, attitude, and decision-making process. It refers to operational values. Components on which you will never compromise. It’s important because it defines your brand at a profound level. Without brand values, a brand strategy becomes hollow.

Target audience

This takes a lot of effort. You need to decipher the real market and true customer of your brand. Not someone who is just interested but someone who is willing to pay. Someone who you can actually count on to convert from leads to customers and drive sales. Filter your audience, narrow them down, and give them shape and identity that goes beyond demographics. Try to understand the mindset, pain points, and actual needs of the customers.

Brand positioning

You know why so many businesses fail, why startups get shut down in their first year.

It’s never because they did not have the vision, capital, or understanding of business, but because they failed to answer one important question. Why should people care about them? There are millions of shops, stores, and stalls in the world. What is it, and more importantly, why is it that you should survive and succeed?

The answer lies in brand positioning. In a nutshell, it simply means how you define yourself and create a safe space in your customer’s mindset.

Brand voice and personality

These are intangible assets of a brand. But again, if not catered to in the right manner, these assets can turn into liabilities. Have a clear and consistent brand voice. This takes your brand to places where it can never reach if it relies on just marketing. Your brand personality aligns you with the personality of your customers, and so the sales will follow.

Brand strategy vs marketing strategy

You’ll often see me saying this.

Marketing approaches but branding invites.

When marketing works on driving sales and promoting the product or service with proper market distribution. Branding defines what the product or service truly is. The latter offers internal clarity and gives a strong foundation to the marketing team to promote the brand in the market. The debate of branding or marketing strategy is often confused and complicated because people do not understand that both have different paths and targets. The marketing strategy is how you express the identity that branding provides using content, campaigns, and distribution. Again, never forget that both are somewhere linked to one another to make a brand succeed.

Why should you start early?

Let me introduce you to an astonishing statistic: more than 50% of consumers accept that they like to purchase a product or service from a brand they already know about. This is your cue and your answer as to why you should start early.

Okay, let me throw in another key statistic: more than 88% of consumers become loyal after buying a product from a brand more than three times. This is where you need to assess and implement your brand strategy in such a way that it becomes your business strategy for the long run. When done right, it guides everything from product development to market selection, pricing, hiring, culture, sales, and investor communication.

Know this in your heart: a well-crafted brand strategy aligns your entire business around a cohesive narrative. You cannot delay this; brand strategy should never be postponed. This is the last thought you should keep in mind before leaving. Delay today, and you’ll waste time and money fixing things that could’ve been built right from day one.

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