The brand strategy lays the foundation of a brand, serving as a guide for developing and monitoring the brand identity, customer relationships, and marketing strategies. A well-defined brand strategy impacts every aspect of your business and is directly linked to the 3Cs, entailing your customers, channels, and competition. Before you move on to naming, designing, or marketing your brand, you need to have a keen understanding of your brand’s USPs, the marketplace, target audience, and personality.

A strong brand strategy promotes a higher chance of successful brand building. It is a long-term plan, constructed after intense brainstorming, structuring, and ideation. This long-term plan (your brand DNA) helps your internal and external audiences get clarity and understand the purpose of your brand.

A great brand strategy envelops a strong brand essence, brand purpose, brand positioning statement, vision, mission, brand personality, customer identity, and brand culture. If you successfully define these, you create a strong foundation for your brand to prosper and gain recognition via consistent branding.

Profoundly defining the brand positioning lays the basis of a strategic business direction, marketing communication, and brand identity. This positioning statement is crafted by intensive brainstorming. You need to answer some crucial questions – how is your brand unique, why it matters, and how it is perceived. The aim is to decipher your brand’s place in the marketplace and the value in your customer’s mind.