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Brand Strategy — what is this? (and is it even important?) Part 2 (1-2)

Updated: Oct 27




“I buy this particular cheese because I like it. I like its taste, that’s why I buy it! Ok, the cover is also somewhat attractive, and their website is great as well… I also like their email newsletters, they’re quite informative…”


So, do you think this person bought the cheese exclusively because of the taste? We’re not sure about that. It seems that the brand took care of its identity and established the relationship with the customers. Brand strategy was one of the key elements that helped to attract the consumer.


Brand Strategy is the long-term vision of the company. It includes such components as brand philosophy, brand colors, mission, vision, values and other points.

A properly developed brand strategy should provide answers to such questions as:


  • What will the created or updated brand be like?

  • Who is it designed for?

  • How to increase the engagement of the target audience?

  • What will the brand be like a month, six months, a year from now?


The main goals of the brand strategy include:


  • Increase in sales

  • Improve awareness about the brand and about concrete product or service

  • Shaping brand’s identity. This point helps solve such questions as the difference from competitors as well as the motivation for the customers to choose your brand.


Up until recently, the brand development was ordered only by large companies. However, over time the importance of strategic branding has been appreciated by representatives of middle and small business. Today this service is increasingly popular among companies working in the segments of b2b and b2c.


The development of the brand strategy can be divided into several steps:


  1. A large-scale research. At this stage, it is important to study the market, competitors, the target audience as well as to analyze the product including its product and price category and competitive advantages.

  2. Positioning strategy. This helps to define the idea, character, and philosophy behind the brand, and to identify key consumer benefits.

  3. Communication strategy development. At this point, it is essential to choose the most effective channels of interaction and tone of communication.

  4. Promotion strategy development. Here, the brand tries to answer such questions as how to make the product popular, grab the attention of consumers and squeeze out competitors.

  5. Creation of unique brand attributes. As part of this stage, corporate identity, packaging design, non-visual elements of communication with consumers, and more are developed.


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