The value of a brand strategy

Author:

Mark Burnell

Mark has over 25 years of design agency experience and is used to working with multiple brands and the most challenging of client briefs. Having studied Product Design at Bournemouth University, his claim to fame is that he created and developed Mazuma Mobile’s brand identity, supporting its growth from concept to a multimillion pound company.

Posted:

15/05/2024

What is a brand strategy?

A brand strategy is like a detailed map for your business. It covers your brand’s mission, values, vision, target audience, and needs. This plan is shared with your team to guide their efforts toward a common goal.

It’s also something intangible that affects how your customers perceive your business. It’s about the image you project, and as they say, perception is reality.

Developing a strategy takes time and constant effort. It’s not a quick task; it requires continuous refinement as you learn and your business evolves.

A solid strategy can differentiate you from competitors, enhance brand recognition, and make a lasting impression on your customers.

Why is it important?

A brand strategy helps your business succeed by:

Stand out

In a crowded market, it helps you differentiate yourself and find your place.

Defining Identity

It shapes how people see and remember your brand, including your name, logo, and values.

Customer Experience

It allows you to create a unique and consistent customer experience, building trust and loyalty.

Ensuring Longevity and Growth

It helps you make decisions that support your business values and mission, leading to increased sales and success.

How do you create a brand strategy?

First, define your purpose, target audience, and unique selling points. Then, analyse your market(s) and competitors and establish your pricing strategy. Develop your visual identity, messaging, and tone of voice; document these in brand guidelines. Monitor your performance indicators and adjust your plan to stay relevant and competitive.