Brand Strategy
Noun Plural: brand strategies
A long-term plan to empower companies with clarity, focus and differentiation.
Understand who you need to be to thrive
Companies that succeed in today’s cluttered world aren’t necessarily those that look the best, have the biggest budget or even in some cases have the best product or service. They are those that connect with their customers on a visceral level, exceed expectations and elevate delight simply by association.
Why invest in brand strategy?
- Clear direction and focus for your company
- Alignment of resources and efforts towards achieving goals
- Improved decision-making based on a shared understanding of priorities and objectives
- Increased competitive advantage and differentiation in your marketplace
- Increased brand awareness and recognition
- Higher perceived value of products or services
- Enhanced ability to attract and retain top talent
- More consistent and cohesive brand messaging
- Improved brand reputation and credibility
- Improved brand reputation and credibility
- Better customer loyalty and retention
- Better customer loyalty and retention
- Differentiation from competitors in the marketplace
- Increased customer referrals and word-of-mouth marketing
- Higher profit margins and financial performance due to the added value of a strong brand
The key components of brand strategy
Through a combination of workshops, research and meetings a brand strategy is defined. The key components of brand strategy we refer to as ‘brand definition’, they are:
Purpose
The reason why you exist beyond making money
Proposition
What you do and its value – articulated into a concise offering
Personality
Your business as a person – what is that person like to do business with?
People
Observing and defining your customers and their needs
Positioning
What makes you different and what do you want to be known for?
Our Strategic Capabilities
- Stakeholder interviews
- Competitor landscape analysis
- Focus groups
- Workshops
- Brand activation and engagement
- Brand architecture
- Brand narrative
- Verbal identity
- Brand guideline document
- Brand support and guardianship
- Brand launch strategy
- Brand engagement and activation
- Brand communication strategy
- Brand positioning
- Brand purpose
- Brand value proposition
- Customer persona profiling
- Brand personality
- Brand identity systems
Related articles and insights
Brand strategy posts from the Brandality blog
Brand positioning; the race for space [in the mind of your customers]
Brand positioning is the component of brand strategy that you probably hear most about, yet many haven’t quite grasped its true definition or potential. Most consider it is a company’s position within a marketplace, when in fact the true power lies in how you position you have in the hearts
Unveiling the hidden power of a brand audit [Those who know, know]
Today’s busy and rapidly evolving world requires businesses to continually assess and refine their strategies to stay competitive. It also ensures their brand continually connects and resonates with their customers. This article explores the significance of brand audits, their components and why they are so important when navigating tricky times
Is gendered branding still relevant? [vive la difference!]
Gender stereotyping is alive and well, according to new research from Kantar. Its analysis of advertising creativity and media effectiveness – AdReaction: Getting Gender Right highlights that almost all (99%) of UK ads for laundry products are targeted at women, while 70% of ads for toiletries and food products are
A guide to employing a consultancy [and the pitfalls of free pitching]
When it comes to hiring a consultancy, it’s crucial to approach the process in the right way to ensure you get the best results. The days of expecting free pitches from design consultancies are over and it’s essential for all involved to understand why this is beneficial. This guide will
Packaging design for clicks [and bricks]
Your brand researched brilliantly in focus groups, so why isn’t it flying out of your online store? The answer could be in your packaging design: There’s a big difference between designing for on-shelf – where shoppers get to pick up and closely examine your product, and online – where your
How brands can help consumers squeeze the most out of life [Are you a lifestyle ‘optimiser’?]
Living Life 2.0: How brands can help consumers squeeze the most out of life, was one of the Festival of Marketing’s insightful sessions revealing exclusive consumer research from the Evening Standard, that lifted the lid on this forward-thinking, influential set of consumers who “want to squeeze every last drop of enjoyment out