Although it’s important, a brand strategy doesn’t need to be complicated or lengthy. In fact, the simpler it is the better because it needs to be easily understood by everyone within the business.
A brand strategy is a plan – usually a long-term plan that’s built around the vision for the business and a central idea – think of it as your DNA – the unique qualities that set you apart from others. The brand communications and customer experiences are wrapped around that one idea or purpose.
While the brand strategy itself should be easy to understand, the explorative journey that results in the brand strategy isn’t as straightforward – but it is very exciting!
Why do you need a brand strategy?
Having a brand strategy helps everyone within the business to communicate with one voice. It sets out the central idea and brand ideals and helps to keep messages focused and consistent. The brand strategy can include:
Vision Purpose Meaning Values Tone of voice Differentiation Flexibility Cohesion Intellectual property Customer experience Brand elements; logo, fonts, colours, image styles, templates etc.
The brand strategy also directs the marketing team who will use it to set out the marketing plan, including the brand launch.
When should you write a brand strategy?
A brand strategy can be set out at the inception of a business, or after it has been trading for a number of years, by which time there is a greater external understanding, i.e. markets, trends, customer behaviours, competition, etc. More importantly, time would have allowed the emergence and development of values, culture and a long-term vision.
A brand strategy can be written around established brand messaging in order to strengthen it, or as part of a rebranding process that will usually involve external input – a brand consultant and brand creative teams. This is because they will be able to see your business more objectively, spotting unique differentiators and keeping your internal team focused.
Whatever way you choose to proceed, setting out a brand strategy will energise and motivate the entire team and put your brand on a very firm path to greater success!
Like this? Learn more: What makes a brand authentic?
If you need help with your brand strategy, please get in touch.
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