• Sara Harrod

What is brand strategy and why do I need one?

Updated: Mar 16

Why do I need a brand strategy?

Many people when thinking about brand, automatically think logo, colour pallet and design, don’t get me wrong, these components are important, but the design alone does not make up a strategy.


Without a brand strategy your company does not have a brand, however creative or clever your logo is, and you can soon become unstuck, as it will lack clarity, consistency and direction.


How can you write marketing messaging if you don’t know what your brand stands for? How can you write content when you don’t know your brand’s voice? How do you describe your company when delivering a pitch to a potential customer?


Like all areas of setting up or running a successful business you need a strategy, whether that’s your business plan, your finances, or the product/service you offer, your brand is no different.


And we highly recommend you do this from the start as part of your business plan, so you have the foundations in place to be successful.


What is a brand strategy?


Your brand strategy captures the essence of your brand; what it stands for, what you want people to think and feel about your company and how you position yourself in market against the competition.

In simple terms your brand strategy is your company reason for existing, your mission, your vision for the future and your values. A comprehensive brand strategy will also go on to cover your brand story, personality, tone of voice, target audience personas and messaging.

With all this in place your brand will be a force to be reckoned with as it will be meaningful compelling and relatable to your customers.


Advantages of a brand strategy


There are many advantages to having a clearly defined brand strategy:

  • Direction Starting a business is hard work and takes time to build. Take some of the ambiguity away by taking the time to sit down and really think hard about what your business stands for and how it is positioned. Once you know this it can help inform all your other business decisions.


  • Differentiation - Gives you huge competitive advantage as you will be able to craft out your place in the market and differentiate yourself from the competition.


  • Employee engagement - Helps drive consistency amongst your employees, whether they are talking to their friends in the pub about your company or someone is writing a social post for your Instagram, you want everyone to be talking, thinking, and feeling about your brand in the same positive way.


  • Improved customer loyalty and retention If your brand is relevant and relatable your customers will continue to come back time and time again.


Want help turning your company into a powerful, meaningful band then get in touch today!


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