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Brand Strategy: How to Get Started and What to Do Next

Brand Strategy: How to Get Started and What to Do Next

The brand strategy process involves identifying your brand’s strengths, weaknesses, and core values.

Brand strategy is a critical part of the early stages of your marketing and sales efforts. The right approach can help you build substantial brand equity and identify your unique selling proposition. However, many small businesses don’t realize brand strategy’s importance until they’re deep in the trenches.

Your brand is the face of your company. It’s the first impression that potential customers get of your company. You might think your brand is just a logo, a tagline, a website name, or a Twitter handle. 

While all those things are essential, they are not the entire picture of your brand. Your brand is the image that customers have of your company. It’s what they expect when they come to your website, when they call you on the phone, and when they enter your store. Keeping your brand consistent across every touchpoint is difficult in today’s competitive world. A brand strategy will guide you through the process of building your company’s brand so that it aligns with your vision and values.

This article outlines the entire brand strategy process, including where to begin, what to accomplish, and how to stay organized and focused on your brand’s goals.

Identify Your Goals

brand strategy goals

The goal of a brand is to define the identity of a company or organization. A brand defines a group of products, services, or other entities in the mind of its target audience. Your brand is what people think about your company when they hear your name. So, the first step to getting a brand strategy is to identify the brand you want to create for your business.

When creating a brand, you should know that two aspects need to be taken into account: one is the product or service that the company is providing, and the second is the image or reputation that the company has in its customers. Both of these factors have to be included in a well-balanced brand strategy.

As a brand strategist, it is crucial to define your brand’s goals clearly. Once you have identified your brand’s goals, you can create the strategies you need to reach those goals. Let’s look at how to identify your brand’s goals.

There are three essential components to every brand strategy:

  1. Brand Positioning understands your target market and what they are looking for. This is a critical component because it helps you define the type of brand that your business needs to be.
  2. Marketing Strategy: Marketing is reaching out to your target market and selling them your product or service. Marketing aims to sell your product to people at the right time.
  3. Business Model: The business model is your business’s strategy to make money. There are many different types of business models. Each business model has a different way of making money and a different goal. The key is to find the one that fits your business and your goals best.

Brand positioning, marketing strategy, and business model are the three essential components of any brand strategy. You must keep these three components in mind when developing your brand strategy.

Define Your Audience

audience personas

To build the right audience for your brand strategy, it’s essential to know who your ideal customer is. Here’s how you can define your ideal audience.

First, we should start by defining the kind of people who will be the target of your brand. A brand is a combination of a product, a service, and a promise. When a person purchases a product or service, they expect a certain quality. For example, if you’re selling something like a car, you want your customers to expect a certain level of quality, such as performance, safety, durability, etc.

When creating a brand strategy, you must figure out your ideal customer. You can identify your ideal customer by using several different approaches.

For example, when you’re writing a book, your ideal customer is probably someone who loves reading. They enjoy books, so your ideal customer will probably be someone who enjoys reading. In addition, they’re not just any readers. They will likely be someone who loves reading fiction and is willing to spend hours reading a good book.

Another example is a company like Apple. Apple is not only known for its iPhones and iPads. They are also known for their innovative products. So if you want to create a brand strategy for Apple, you need to figure out who your ideal customer is.

Apple is not just another phone maker. Apple is a lifestyle brand. They offer many different products. So you need to determine which type of person is your ideal customer. Are they business owners? Are they college students? Maybe they’re a parent.

What do your ideal customers do? What are their goals and aspirations? What do they aspire to become? Once you figure out what your ideal customer wants, you can create a brand strategy.

Let’s look at two examples.

A brand strategy for the clothing company Gap might be to appeal to young professionals. You should look younger if you work at Gap and wear Gap clothing. You might need to make your clothes appear more casual or add in some details like a pocket square.

Alternatively, you need to appeal to sophisticated professionals if you’re working in finance. They need to look more polished and dress better. They also need to be well-groomed.

The key is to figure out who your ideal customer is. To build the right audience for your brand, you must figure out whom you want to attract.

Once you have that figured out, you can start building the perfect customer.

To build the right audience for your brand strategy, it’s essential to know who your ideal customer is. Here’s how you can define your ideal audience.

Define Your Business Model

what is a business model

A business model is a framework that helps businesses define how they generate revenue. The business model defines how a business generates revenue. For example, you may be selling physical products, digital products, services, subscription plans or ebooks. Each of these has a different business model.

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The idea is to help the organization understand their current revenue streams and identify gaps in the business model. The business model will help you ensure you do not miss out on new opportunities and can capitalize on them.

We are going to discuss how you can create your business model for branding your company and get better results in the long run.

Here are the four critical components of the business model that we are going to cover:

  1. Product Revenue Streams: The first thing you need to know about your business model is how you will make money. What are your products and services? What type of products do you sell? Do you provide a service, or do you sell a product?
  2. Price: How much will you charge for each product or service? The price is one of the most important aspects of a business model. Make sure that you price your products or services properly. This will make sure that you don’t lose money.
  3. Value: How much is the value you offer to your customers? Is there a premium added to the product or service?
  4. Marketing Mix: What is your marketing strategy? How are you going to market your products or services?

To understand how to create your business model, you should understand these four elements of the business model.

Find Your Competitors

find your competitors brand strategy

A business needs to know what its competitors are doing so it can learn what it can do to outdo them and become more successful. So to find out how to get competitive analysis and what to do about it, let’s look at a few things you should consider before starting.

First, you should do your research. Find out what your competitors are doing, and use that information to plan your marketing strategy. Your competition may be an excellent indication of what you can do to gain success.

Second, don’t ignore that you may be the only one in your niche. You may want to focus on your customers rather than your competitors. This can lead you to be very successful.

Third, you may want to focus on your audience. Are they more interested in products or services? Do they prefer to shop online, or do they prefer shopping in stores? This helps you figure out what kind of strategies you should use.

Finally, you should have a great idea of what you are doing. You can do market research to find out what your audience wants. You should also know what your product or service is worth to the customer.

Your competitors might be doing something very different, which can affect what you do. They may be selling similar items, but you can sell yours better. You can give them a run for their money.

The best way to find your competitors is to think about what they are doing and then use that information to find out what you can do better.

To succeed in your marketing plan, you must first know what your competitors are doing. Learn from them and be sure you can do better.

Build Your Brand Voice

how to define brand voice

Many people have heard about the term “brand voice” but have no idea what exactly it is. This article will discuss the various aspects of the brand voice and how you can use it to establish a successful brand strategy.

To understand the concept of brand voice, we will first discuss what it is. According to Wikipedia, the brand voice is defined as “the personality of a brand, which is its distinctive characteristics”. This unique identity is something that the customer associates with the brand. It represents everything a brand stands for and what customers expect from it.

Many factors affect the brand voice. They include product attributes, brand promise, product design, company history, and target market. All these factors influence the brand voice and should be considered.

Here, we will discuss the five most important factors that define the brand voice:

1 – Product Attributes

Your product attributes refer to the physical and functional attributes of your product. For instance, if you sell a pen, the product attributes may include the colour, material, features, size, etc.

2 – Brand Promise

A brand promise is something you, as a business entity, set out to offer your customers. This might include quality, safety, reliability, price, delivery time, etc. The brand promise defines what you as a company are trying to offer your customers and is essential in establishing a solid brand identity.

3 – Product Design

Product design is how you design your products to ensure they fit your brand promise. This includes the look and feel of your products, the features you include in them, and the colours you choose.

4 – Company History

Company history refers to the company’s past activities and how it has evolved. What you choose to share about yourself, such as how your company started, your goals, etc., influences how your customers perceive you.

5 – Target Market

Target market refers to the audience that your product or service caters to. Knowing who your customers are and their needs help you determine how you can best serve them.

These five factors are essential in establishing a brand identity. They define the brand voice and should all be considered when designing a successful brand strategy.

Now that we have covered the various aspects of the brand voice, we will discuss how you can use it to build a successful brand strategy.

Identify Your Brand Personality

Brand Personality Matrix

Identifying Your Brand Personality is the first step toward establishing a solid brand identity. A brand personality must be clear and distinct. Without this clarity, your brand will lack a cohesive identity and a meaningful purpose. You may be wondering what kind of personality you should aim to develop. Let us discuss the five different types of brands and how you can identify yours.

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A brand is a unique concept that reflects who you are. A brand is not only about how your product looks. It is a way to connect with your customers. To do so, you must first understand what a brand is. Brands are different things for different people. Some companies try to make a generic brand suitable for every customer. 

However, this approach is wrong because it fails to identify with customers. A unique brand reflects the values and beliefs of the company. This makes it easier for customers to identify with the brand and connect with the company.

1 – An icon of simplicity – The iconic brands use simple shapes and symbols. These simple shapes and symbols reflect the brand’s values. These are the brand’s personality. The brand personality is a unique expression of the company’s core values. It represents the company and everything it stands for.

For example, Apple, Google and Microsoft are all iconic brands. Their brands are recognizable icons. All these brands have a simple shape. They are all easy to understand and easy to remember. The reason they are successful is that they reflect the values of their companies. Their brands are all simple. They all have specific personalities.

2 – A symbol of strength – Strong brands are determined, optimistic, and confident. A strong brand shows that it is confident and determined. The brand personality is a symbol of power and strength. The brand expresses its confidence through its logo and other visual elements. It’s a symbol of power and strength. It represents the company and everything it stands for.

The best examples of strong brands are Nike, McDonald’s, Coca-Cola, and Harley Davidson. These are some of the world’s biggest brands. All these brands are powerful. They all have confident personalities. They all convey strength and power.

3 – A symbol of trust – Trustworthy brands are dependable. They provide the best products and services to their customers. They never disappoint their customers. They are always transparent and honest. They have trustworthy personalities. Customers feel safe and comfortable with these brands. They believe in their products and services.

4 – A symbol of innovation – Innovative brands are always on the cutting edge. They look at the future. They always try to make the best products. They create innovative products and services. The brand personality is a symbol of innovation. It has a unique and creative personality. It is always on the lookout for new ideas.

Build an Audience for Your Brand

build an audience for your brand

Building an audience for your brand can be challenging. Here, we’ll present a simple guide to building an audience for your brand.

Creating a solid audience takes time, but if you’re serious about building a brand that you can grow for years, you need to invest in this. Here are some critical things about building an audience for your brand.

1 – Understand the audience

Understanding your audience is the first step in building an audience. To understand your audience, you need to know their needs and pain points. It would help if you always looked for ways to meet these needs and pain points. Once you find them, you can build an audience around your brand.

The way you define your target audience is through market research. There are many different ways to do this. For instance, you can use Google Analytics to see what pages your users are coming to and your email marketing service to see what emails your users are opening. 

Once you get a good sense of your target audience, you can use this information to create a persona. A persona is a personification of an audience. This is a great way to communicate with your audience. It makes it easy for them to relate to your brand.

You can use tools like BuzzSumo to find out what content is trending in your industry and see what content is popular. You can create content around these trends and use it to make your brand more relevant.

2 – Make it relevant

When you think about your audience, make sure it’s relevant to you. If you’re targeting a small niche audience, don’t try to appeal to everyone because you’ll alienate those who aren’t interested. You need to make sure that you address their needs and pain points. If you do this, your audience will feel connected to your brand.

3 – Give them something to look forward to

To build an audience for your brand, you need to give them something to look forward to. Make sure that you offer something new every time. This way, your audience will keep coming back for more.

4 – Offer freebies

Offering your audience freebies is a great way to build an audience. Make sure that you offer something valuable to them. If they receive something free, they’ll probably share it with others.

If you don’t offer your audience something free, you’ll have difficulty building an audience for your brand.

5 – Create a plan

Getting caught up in creating an audience for your brand is easy. You need to keep your eye on the bigger picture, however. You need to make sure that you’re keeping your budget in mind. Otherwise, you may spend all your time and money building a community that will have little impact on your bottom line.

Identify Your Marketing Mix

marketing mix branding strategy

How do you identify your marketing mix? Brand strategy is the most crucial part of any business model. The brand strategy involves planning and managing all aspects of your brand identity, product design and marketing execution. This includes everything from the brand name and logo to advertising, packaging, distribution channels, pricing and promotions.

In the past, companies have focused on branding a single aspect of their business. However, this approach was outdated because there was no way to measure the success of each component. Therefore, a brand strategy that focuses on one element of the marketing mix has little chance of achieving success. Every element of the marketing mix must work together to create an integrated campaign that supports your brand identity and communicates your brand promise.

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A marketing mix combines different marketing channels you use to promote your products or services. A company’s marketing mix consists of four key elements – Product, Price, Place, and Promotion.

Let’s discuss each of these elements in detail.


It’s your products and services that will sell your products. Think about it – you can’t sell your product without it. The best way to understand your products and services is to look at them. Look at your company’s products and services from the customers’ perspective.

Do you know what they want and need? If you don’t know, you need to find out. It is always better to ask your customers what they think about your products and services rather than telling them what you think. This is to gain new insights into the market and see if you’re offering what your customers need.


Price is all about the cost of your products and services. Your ability to sell your products and services at the right price makes you successful. How much does your product or service cost? Is it too expensive? If it is, it’s probably not worth buying. If your product or service costs too little, people won’t buy it because they cannot afford it.

So, the first step in setting prices is to look at the competition. You’ll have the edge if you can beat your competitors in price. But if you cannot beat them, you must find ways to increase your sales.


Place refers to where your products and services are sold. Where are they sold? This is one of the most important factors when choosing your marketing mix. Where do your target customers live? Where do they shop? Do they visit your competitor’s websites?

The more places your target customers are, the more likely they will purchase your product or service. So, to increase your sales, you must ensure that your product or service is available in as many places as possible.


Promotion is your means of promoting your products and services, free or paid. You can do it through email marketing, social media, paid ads, and many other ways. Here’s how to do it: Use a marketing automation platform. Marketing automation platforms are software platforms that let you create campaigns and automate the repetitive tasks of running a business. 

These include creating emails, tracking opens, clicks and conversions, sending out follow-up messages and more.

Maintain Your Brand

How to maintain brand consistency tips

Brand Strategy refers to the overall marketing efforts and plans that build your brand and brand recognition. This comprehensive plan should include all aspects of your brand, including your products, services, website and social media presence. Your brand differentiates you from other competitors, makes you stand out in the crowd and gives you an advantage over your competitors.

Maintaining your brand requires continuous attention and effort. Every day new businesses are entering the market; they are competing with existing and new brands. Identifying and building a solid brand strategy in this competitive environment is crucial.

There are various ways through which you can build and maintain your brand. These include:

1: Create a logo and stick to it

A logo is one of the most powerful tools of a brand. A logo should always be consistent. You should stick to your old logo and brand identity even launching a new product. As soon as you do that, it will positively impact your customers.

2: Use a simple and memorable tagline

Every business needs a tagline that is short and memorable. A tagline can be used to create a memorable experience and connect with your audience. So use a tagline that has a positive impact on your customers.

3: Be consistent in your website design

Be consistent in the design and the content of your website. For example, if you are promoting health products, then make sure to avoid using any words that may be offensive.

4: Include a call to action on your website

When you post a new blog post or article, always include a call to action at the end of the post. This is the single most effective way to get traffic to your site. It also builds trust and helps you to grow your audience.

5: Keep track of your performance

Keep track of your performance. Track the number of visitors, traffic sources, page views, bounce rate, etc. You can do this manually or use the tools available online. This information will help you identify areas of improvement and plan your future strategies.

6: Share your successes

Share your successes with your customers and your audience. Customers are thrilled to see success stories about your brand. They love to know how their money is being spent.


Brand Strategy is one of the key ingredients to building an enduring and successful brand. In short, a brand strategy will help you create a long-term plan to build and protect your brand over time. This means you will need to know how to create brand strategies, manage brand development, and measure brand success. It is much more than creating a logo or deciding to change your website design. Brand Strategy is the overall plan to help you achieve your goals, both now and in the future. 

Brand Strategy is about more than just creating a brand. Brand Strategy is about developing a strategy for creating a brand that will allow you to get where you want to go in life and build an audience of loyal followers who will love your brand forever.

Get started today by using this template to create your strategic plan.

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