What Is A Brand & Market Strategy?

By definition, brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals within your organisation. First, let’s clear up the biggest misconception about brand strategy: Your brand is not your product, your logo, your website, or your name. In fact, your brand is much more than that — it’s the stuff that feels intangible. But it’s that hard-to-pin-down feeling that separates powerhouse and mediocre brands from each other.

So to help you rein in what many marketers consider more of an art and less of a science, we’ve broken down seven essential components of a comprehensive brand strategy that will help keep your company around for ages.

A brand identity is the face of your business. It represents your company’s values, services, ideas and personality. It can generate loyalty from your clients and make your employees proud to work for you.
Your brand strategy defines what you stand for, a promise you make, and the personality you convey. And while it includes your logo, colour palette and slogan, those are only creative elements that convey your brand. Instead, your brand lives in every day-to-day interaction you have with your market.

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Together with your competitive positioning strategy, your brand strategy is the essence of what you represent. A great brand strategy helps you communicate more effectively with your market, so follow it in every interaction you have with your prospects and customers.

What Is A Brand?

What is included under the term brand is much harder to define. It certainly encompasses the logo and the full visual position created by a strong brand identity. But it also includes many other areas that are not part of the strict design side of a business. These may include your content, messaging and storytelling. Customer service and the client experience also a part of a brand. The idea of a reputation is a critical part of defining the word brand. Some people summarize this into the very abstract idea of a promise.

You will also hear some people (including me) use the word brand almost interchangeably with company or organization. It can be a way to talk about product or service; individual or organization; company or non-profit without getting caught up in listing all those particulars. For example, people will say: “A great way to promote your brand is using social media.”

We like to think of a brand as a combination of how you define and promote yourself and how others define and view you. You never have complete control over your brand because it is not wholly generated internally.


Scope Of Work – Methodology

  • Use brand development as a strategy to enhance business competitiveness, identify your unique proposition and differentiate your business from your competitors. A well-planned and executed brand strategy can help your company grow market share, increase brand value, build customer loyalty and even attract and retain human resource talent.
  • Providing clarity and direction to your marketing efforts is essential to enhancing the effectiveness in reaching out to your target customers. A well devised marketing strategy can help define your market positioning, identify business priorities and understand your target markets. This can potentially result in better customer acquisition and retention rates.
  • Brand Audit
  • Brand Positioning
  • Brand Personality Development
  • Business Implications
  • Brand Ideation