What is a brand strategy? — Branding knowledge series.
Strategy: a plan of action designed to achieve a long-term or overall aim. Synonyms: master plan, game plan, plan of action, approach.
Brand tactics, strategies and game plans.
If you want to achieve a personal goal, you need to set out a plan. It won’t just happen. For example, if you’ve never been a runner and you want to complete a marathon you can’t just turn up on the day and expect to cross the finishing line. You need to put a game plan (or strategy) in place to increase your fitness level, build endurance and reach your goal of crossing that finishing line.
The same applies to your brand.
To build a great brand, you need a strategy.
To build a brand that’s valuable, desirable and relatable – and one that’s in line with your overall business goals – you need a strategy. More specifically, a brand strategy. One that defines a brand that your audience wants to engage with, buy into or be part of.
Most organisations have game plans or strategies in place to help them achieve specific businesses goals, such as financial strategies or new business development strategies.
Your brand is no different. It will benefit from strategic thinking.
Your brand’s big picture.
A brand strategy crystallises the bigger picture and includes a series of insights relating to your brand. It’s purpose it to set a road map to enable you to build a clear, consistent and believable brand that’s in line with your business goals and audience expectations.
It defines your audience and what you stand for as a business and brand. We’re talking beyond the functional benefits of your product or service here – rather the who, what, how and why of your brand.
A strong brand strategy defines:
Who your audience/users are – your customers or who you connect with
How you improve the lives of your audience/users
What you do and why you do it
Why your organisation exists (beyond making money)
Your brand personality – look, feel, voice/tone
Your values
Why is a brand strategy such a valuable tool? Because other businesses can copy what you do but not, essentially, ‘who’ you are. Who you are as a business is what creates your own unique and identifiable brand.*
*Not sure what a brand actually is? Learn more here: What is a brand?
Getting the game plan right.
If you need a game plan to help your business build a stronger, better and more user-centric brand, we recommend you start with a well thought-out brand strategy. From start-ups to multi-nationals, from corporates to not-for-profits: a brand strategy is a great investment for any organisation that wants to create a brand that they can grow into, not out of.
Get your strategy right and you’ll reap the rewards. After all each business and brand is different so it’s important to get a brand strategy that’s a good fit for you: for your business and for your goals.
Picking your strategic partner.
Not all branding experts or brand strategists are the same. Some teams prefer to build brand strategies that are data-driven and content-heavy. Maybe that’s just what your business needs? However, it can come with a pretty hefty price tag and can often be a little cumbersome for some businesses.
Our brand strategy process.
At Tandem we prefer a different, more succinct approach. Working closely with our clients during a ‘brand workshop, we put your business under the microscope and delve into what really makes your business and brand tick. We then use these insights to build a user-friendly brand strategy that’s clear and concise. Defining the core elements your business needs to build an engaging, desirable, relatable and, ultimately, valuable brand.
Your brand foundation (or strategy) document will include the core content of a strong brand strategy (see above) but in one straightforward, easy-to-digest document. One that you can use as a tool to develop a unique brand identity and engaging messaging. And one that you can continue to refer to as your business grows.
See what clients think of our brand building process:
“Tandem’s process really helped me create the right strategy and brand for my business. I love that they truly engaged with and really understood what I was trying to achieve, and felt they wanted to see my start-up succeed as much as I did.”
Hungry for more brand strategy insights? Or ready to get to work on yours?
Get in touch to find out more.
