What is a Brand Strategy?

When crafting a Brand Identity creatives, designers, marketers, and strategists aim to execute it in a way that meets customers needs, emotions and ambiance with the hope that it will match the Brand Image one-for-one.

To achieve this, companies or third parties for companies, often create a marketing plan and package to make sure that the brand stands out from competitors, acquires long-term customers, achieves business goals as well as being able to produce continuous internal and external brand messaging and value.

This plan and package often includes:

Personas a visual descriptions and profiles of the target audience.

A brand mission, brand pyramid, logo, tagline, slogan, brand assets and its styleguide or brand book.

A plan that describes the cultural values of the employees of the brand and how the brand will encourage diversity, equity and inclusion.

A plan that describes how the brand will interact with the target audience across all touch points (i.e. sales, customer service or post-purchase).

A methodological approach for introducing a new brand, product, service or experience (i.e. an initiative), or re-introducing an existing initiative to consumers or penetrating an untapped market.

To learn our approach to creating a brand strategy, consult the post linked below.

Consult the guide below to learn more about what it takes to create a brand or rebrand an existing one.

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