Let’s Talk About Your Brand Strategy (And Why Your Business Needs One)
Ever wonder why some businesses effortlessly rise to the top of their market? They attract customers with ease, their marketing is on point, their products and services are in high demand, and their business continues to grow. Here’s a little-known industry secret: their success often lies in their brand strategy.
So let’s break that down.
Your brand is the perception people have of your business—it’s the idea they form about who you are and what you offer. That perception is influenced by every touchpoint customers have with your company, from your website and social media to the products and services you provide. (No, your brand is not just about a logo or colors.) And whether you like it or not, that perception determines whether they choose you or someone else.
So how do you create and shape that perception? Through your brand strategy.
What Is a Brand Strategy?
A brand strategy is your blueprint for building a thriving business. It defines who you are, what you do, where you fit in the market, and how you connect with your audience to drive growth. A strong brand strategy shapes marketing, sales, customer experience, and even product development. It creates the perception you want customers to have, and remember—perception determines whether they choose you or not.
Key Elements of a Brand Strategy
So what goes into a brand strategy? A well-designed brand strategy typically includes:
✅ Brand Purpose – Why your brand exists beyond making a profit. (Think: Patagonia’s commitment to environmental activism.)
✅ Brand Promise – The experience or value customers can consistently expect. (Example: FedEx promises reliable, on-time delivery.)
✅ Brand Positioning – How your brand stands out in the market. (Nike isn’t just selling shoes; they’re selling performance and empowerment.)
✅ Brand Pillars – The core values and differentiators that define your business. (For example, Apple’s brand pillars focus on innovation, simplicity, and premium design.)
✅ Brand Persona – The personality and tone of your brand’s communication. (Is your brand playful like Mailchimp or authoritative like IBM?)
Each of these elements makes you unique, valuable, and compelling to your ideal customers. They help you stand out from the competition and build the story, trust, and loyalty consumers need to choose your brand. These elements also define your company’s “marching orders,” aligning what you do—and how you do it—with what your customers want and need.
Notice how brand strategy doesn’t mention logos or colors? That’s because once you determine where you fit in the market and how to appeal to consumers, the design follows to bring it to life.
Why Brand Strategy Matters - Don’t Skip This Step
Many businesses skip the strategy part and jump straight into marketing tactics—ads, social media, websites—without a solid foundation. But without a clear strategy, you risk being forgettable, inconsistent, or worse, blending in with competitors.
A strong brand strategy helps you:
📌 Identify and Attract the Right Customers – Instead of trying to reach everyone, you’ll resonate with the people who truly need what you offer. A focused brand is a stronger brand.
📌 Differentiate from Competitors – A clear brand position makes it easier for customers to understand why you’re different (and better) than others—and why they should choose you.
📌 Increase Brand Loyalty – When people feel connected to a brand, they stick around. Think about a company you repeatedly buy from—why do you keep coming back? What does repeat customers mean for companies? $$$
📌 Drive Consistent Growth – A well-defined brand makes marketing more effective and scalable over time.
How to Build a Brand Strategy That Works
If you’re starting from scratch (or refining an existing brand), here are some key steps:
Define Your Brand’s Market Position – Clarify your purpose, promise, and positioning. What makes you different and valuable?
Know Your Audience – Who are your ideal customers? What do they care about? What problems do they need solved?
Craft a Consistent Message – Develop a brand voice and messaging that align with your positioning and resonate with your audience.
Create a Distinctive Identity – Ensure your visual and verbal branding reflect your strategy. (Your logo, colors, and tone should all reinforce your positioning.)
Align Your Brand Experience – Your strategy should influence everything—customer service, packaging, website, social media, and even internal culture.
The Bottom Line
Your brand strategy is your north star—the playbook that helps you build a thriving business. When done right, it turns your brand into a powerful asset, helping you attract customers, build loyalty, and stand out in a crowded market.
If your brand feels scattered or inconsistent, it might be time to revisit your strategy. A strong brand isn’t built by accident—it’s built with intention.
Need help developing a winning brand strategy? Check out our Brand Strategy Workshop - all online, and on-demand. Start building your strategy today!