What is Brand Strategy?

Brand direction, also known as brand strategy, is a concept that sounds enticing to small business owners as an important next step in the growth of their brand – but, err, what exactly is it?

It’s no secret that brand direction is a rather nebulous term, but for good reason; it’s a concept that encompasses a broad range of your brand persona. We’ll break down the basics for you below with some of the most commonly asked questions when it comes to brand strategy.

What is Brand Strategy?

There are many interpretations of what a brand strategy truly is, but simply put, it’s the plan for how you are going to make your audience feel about your brand. You may have an image in your head of your brand persona; the strategy for it is how you plan to communicate that persona.

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Do I Need a Brand Strategy?

Simply put, it’s the brands who stick around the longest, leave the most lasting impressions, and create loyal customer communities who have brand strategies. In such a competitive marketplace your branding is your unique toolkit for standing out, but without an effective strategy for it, it’s like going fishing without a fishing rod. Your intentions may be there, but the methodology is needed for your vision to come to life.

When Should I Start Thinking About my Brand Strategy?

We think it’s never too early and never too late to start thinking about your brand direction – of course, we are admittedly biased here. It’s actually likely you already have some idea of a brand strategy without even realising it. If you’ve ever thought about your key messaging, your unique marketplace position, or even how your brand values and brand voice integrate into your wider policies or campaigns, these would all be considered components of a brand strategy.

What Will a Brand Strategy Deliver to my Business?

A brand strategy separates you as a business with values, purpose and consideration. It sets a business-wide precedence that all your stakeholders can get behind, from customers to investors, allowing everyone to have a consistent and foundational understanding of your brand goals. It means that internally, you’ll be able to make faster and more efficient decisions, and externally, you’ll be a lot more recognisable to audiences.

How can a Stronger Brand Provide my Business With a Competitive Advantage?

Your brand strategy truly is the heart and soul of your brand, and it’s what customers emotionally connect to. Customers are attracted to Apple’s clean, simple and minimalist branding, while Harley Davidson’s customers are attracted to their cool, rugged and rebellious branding. With an effective strategy for your brand, you give customers something to connect with, something to want to be a part of, something to want to buy into. It’s the larger story of what you do.

Don’t know where to start? It is a lot to think about and get your head around, but you’re in the right place. Get in touch with us to talk about your brand direction today, it just happens to be within our expertise.