How to Create a Brand Strategy



The key to building a successful brand strategy is fully understanding the business’s mission, vision and voice. Understanding these things help clarify your relationship with your market.

Brands use strategy to position themselves in a way that will maximize customer appeal and value, helping to differentiate them from competitors.

This blog post will discuss how to create a brand strategy to reach your business goals faster.

Key Takeaways

  1. Focus on researching where your competition is succeeding and where you can add value.
  2. Use your research to provide a unique, actionable strategy for your branding. This will help you stand out.
  3. What is your brand’s identity? Making your brand feel as human as possible will create a human connection with your customers.

Who are your customers?

You need to know precisely who your customers are, their needs, and how you can meet them.

Once you know your audience, it’s time to define what makes them unique.

  • What’s unique about the audience?
  • How can they benefit from using your products or services?
  • What do they value?
  • How does my product or service meet their needs?
  • Why would someone buy from me rather than my competitors?

Who is my competition?

You want to know who your competition is and what they do. This data will influence how you create a brand strategy.

Some questions you should ask yourself:

Who are my competitors?

Where can I provide extra value or niche to a specific market?

What value do they bring, and where do they lack value?

What is your value in the market?

Value Proposition makes people buy from you instead of any other brand that sells similar products or services.

There are many ways a brand can position itself, for example:

  • The products could provide a specific need to customers, and t, and t, and they could offer an easy solution to a common problem.
  • A brand could also position itself as an upscale product that is more affordable and accessible.

What is your mission as a business?

A mission statement should explain why this brand exists and provide direction for future goals in the market by differentiating themselves from competitors.

Finding your unique gap in the market is done by focusing on quality customized services that have more value and meet client expectations.

Create a vision for your brand

A vision is the core values and beliefs you want your brand to embody.

It’s what you want your brand to stand for, and it should be something that comes from within you—what do you believe in? What are your values as a person?

Studies show marketers under-leverage emotional connection in their brands. “Consumers with Emotional Connection to Brands Have 306% Better Lifetime Value than Satisfied Customers” – Motista (www.motista.com)

Once you know what kind of person you want your brand to be, it’s time to develop its personality.

What does it look like?

How does it act?

How does it communicate with customers?

What kind of tone will they use when speaking to them?

Find a brand voice

The brand voice is the personality of your brand, and it makes it unique and memorable and should be consistent across all your marketing channels.

How do you find a brand voice? You start by defining what exactly makes up your brand:

What are the core values?

How do you want to be perceived by customers?

What are some key phrases or words that will resonate with your customers?

Establish a brand identity

Brand identity is a unique and consistent personality, and it’s how the brand wants to be perceived by its customers and can be communicated through words, colours, graphics, and tone.

Your brand identity should be consistent across all marketing channels. Brand identity helps customers understand what your brand stands for and what they can expect from you.

It also helps customers connect with your brand in a more personal way.

Brand strategy never stops

Branding isn’t done once the plan is complete. Every employee contributes to building up the brand identity through daily customer interactions.

This means your vision, mission, and goals must be clear for your team to convey the brand successfully.

After you’ve created your brand strategy document and begun to put it into practice, keep it up to date.

Review it every time you make any changes in your business.

Use it as a guide for all future decisions, putting into practice what you’ve learned about your audience and their needs.

Cameron Ashley

Cameron Ashley

Cameron is the co-founder of Ashbi Creative Studio. He helps companies grow their business with branding design and marketing strategy. Cameron is a digital marketing expert specializing in WordPress design and development, search engine optimization and content writing.

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