What Is a Brand Strategy? And How to Create One

When it comes to building a successful business, having a strong brand strategy is essential. A brand strategy is much more than just a logo or colour scheme, it's a comprehensive plan that outlines how your business will present and position itself in the market, connect with your target audience, and stand out from the competition.

In this blog post, we'll dive deep into what a brand strategy is, why it's crucial for your business, and provide you with a step-by-step guide on how to create an effective brand strategy that will resonate with your customers and drive growth.

Why Is a Brand Strategy Important?

A well-defined brand strategy is the backbone of your business's identity and plays a critical role in its success. Here are a few key reasons why investing in a solid brand strategy is vital:

Establishes Your Business: A strong brand strategy helps firmly establish your business in the market, making it easier for customers to recognize and connect with your brand. It creates a lasting impression and sets the foundation for building brand loyalty.

Reaches the Right Customers: By clearly defining your target audience and their preferences, a brand strategy enables you to effectively reach and resonate with your ideal customers. It ensures that your messaging, products, and services are tailored to their specific needs and desires.

Differentiates from Competitors: In today's crowded marketplace, it's essential to stand out from the competition. A unique brand strategy sets you apart by communicating how your business is distinct and what value you offer that your competitors don't.

Increases Brand Awareness: A consistent and compelling brand strategy increases brand awareness and recognition. When customers can easily identify and remember your brand, they're more likely to choose your products or services over others.

Exploring Your Brand's Foundation

Before diving into the development of your brand strategy, it's crucial to lay a solid foundation by exploring the core elements of your business. This process will provide valuable insights and direction for crafting a brand strategy that authentically reflects your brand's identity and values.

Build Business Plan Elements

Your business plan is a roadmap that outlines your goals and the strategies you'll employ to achieve them. Take a close look at the following elements:

  • Mission Statement: Define your business's mission statement – the guiding principle that encapsulates your purpose and philosophy.
  • Value Proposition: Identify the unique value your business offers to its target customers. What sets you apart from the competition?
  • Business Model: Describe your business model, including the products/services you offer and their pricing.
  • Brand Concepts: Explore potential concepts, tones, or moods that could define your brand's personality and resonate with your target audience.

Refine Your Buyer Personas

Understanding your target customers is essential for creating a brand strategy that resonates with them. Conduct thorough research to:

  • Understand their values, beliefs, and objections when considering a purchase.
  • Identify the brands they admire and are loyal to, and analyse what draws them to those brands.
  • Analyse their purchasing habits and how they discover new products or services.

Explore Brand Archetypes

Brand archetypes are personality types that can help you generate fresh ideas and insights for your brand's potential. Some examples of brand archetypes include "The Creator," "The Outlaw," and "The Sage."

Take online brand archetype quizzes or explore resources on the topic to gain insights into which archetypes align with your business goals and values. This exercise can help you tap into the deeper emotional connections your brand can create with your target audience.

How to Build a Brand Strategy: A Step-by-Step Guide

With a solid understanding of your brand's foundation, it's time to dive into the process of building a comprehensive brand strategy. Follow these steps to create a strategy that effectively establishes your brand, resonates with your target audience, and sets you apart from the competition.

Define Your Brand's Mission

Your brand's mission statement should communicate the purpose and philosophy behind the customer experiences you're creating. Ask yourself:

  • What inspires you to develop this brand for your business?
  • What impact do you want your brand to make in the lives of your customers and the broader community?
  • What experiences – emotions, sensations, new thoughts, and possibilities – do you want to enable for your customers?
  • What practical role do you want your brand to play in customers' lives? What outcomes can your brand drive?

Define Your Brand's Vision

While your mission statement defines your brand's purpose, your vision statement is a long-term, future-oriented goal for what your brand will become, the presence it will have in the world, and what it will accomplish.

Describe your brand's vision as though there were no barriers or limitations keeping you from making it a reality. Use this template for crafting your vision statement:

"To [desired future state or accomplishment]."

For example: "To provide all children access to quality education."

Identify Your Brand Values

Your brand values are the fundamental belief system that guides every aspect of your brand. They shape how your brand behaves in the marketplace and the types of customers you attract.

Clearly define the core values that your brand shares with your target audience. These could include values like empathy, passion, trustworthiness, integrity, innovation, or sustainability.

Determine Your Brand Positioning

Careful brand positioning is essential for distinguishing your brand from competitors and capturing your target audience's attention. Ask yourself:

  • What makes your brand and its products/services truly unique in your industry?
  • How do your offerings compare to those of your competitors? What are the specific differentiators?
  • How will customers who fit your buyer persona perceive and respond to these differentiators?
  • What beliefs or perceptions do you want to instil in your target audience about your brand and its offerings?

Use your answers to craft a brand positioning statement that follows this template:

"Target Audience will choose Your Product/Service to experience Key Benefits and Outcomes, because Audience's Beliefs or Perceptions."

Develop Your Brand Voice

Your brand voice is the personality and tone that will guide how you communicate with your audience across all channels – from advertising and social media to customer service interactions and product descriptions.

Developing a consistent and authentic brand voice is essential for fostering strong relationships with your customers and gaining their trust. Consider:

  • What do you want your brand to be known for in terms of personality and values?
  • What adjectives would you want customers to use when describing your brand?
  • If your brand were a person, what tone, words, and phrases would they use? How would they come across to others?

Design Your Brand's Identity

Your brand's identity encompasses all the sensory experiences associated with your brand, including the visual design elements like your logo, fonts, and color palette, as well as the taste, feel, or smell of your physical products, and the voices, music, and images used in your videos and other media.

Work closely with your creative team (graphic designers, product designers, etc.) to develop a brand identity that:

  • Represents your brand's mission, vision, and values in a visually compelling way.
  • Corresponds with and reinforces your brand voice and personality.
  • Evokes the emotions and experiences you want customers to associate with your brand.

Create Your Brand Guidelines

Once you've established the core elements of your brand strategy, it's essential to document them in a set of comprehensive brand guidelines. These guidelines will serve as the definitive instructions, parameters, and standards for how your brand is presented to the world.

Without clear guidelines, it's easy for your brand to become disjointed and diluted, weakening your message and overall business efforts.

Your brand guidelines should cover elements such as:



Logo Usage

Instances when to use your logo, maximum and minimum sizes, proper usage guidelines


Approved keywords, phrases, tone, voice, and language to avoid

Editorial Guidelines

Guidelines for written content like blog posts, marketing materials, etc.

Social Media and Website

Layout options, design standards for digital platforms

Paid Ads

Display options, design standards for paid advertising

Compile your brand guidelines into a document or booklet and distribute it to everyone involved in representing your brand – from marketers and salespeople to product developers and your creative team. This will ensure a cohesive and consistent brand experience across all customer touchpoints.


Building a strong brand strategy is a crucial investment for any business looking to establish itself, connect with its target audience, and stand out in a crowded marketplace. By following the steps outlined in this guide, you'll be well on your way to creating a comprehensive brand strategy that authentically reflects your business's identity, values, and unique selling proposition.

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