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The Fundamentals of Brand Strategy – and why it’s important for your business

27 Sep 2023 by Vicky Hutchinson

This is Part 1 of our Brand Strategy series of blog posts

If you’ve ever wondered why certain brands leave an indelible mark on your memory, while others seem to fade into the background, then you have come to the right place. How can crafting a robust brand strategy elevate your business to stay in the memories of your customers like those that have stayed in yours?

What is a Brand Strategy

Think of it as the compass guiding your business through the vast sea of competition (lovely analogy!). It’s your B(g)rand plan that defines your business’s identity, its values, and how it connects with your audience.

Picture your brand as a person with a distinct personality. Your brand strategy is the elements that make up this personality, like the traits, beliefs, and unique qualities. It’s the core of your business, shaping everything from your logo design to the tone of your voice and the colours of your brand.

Why Does Brand Strategy Matter?

I know from working with many smaller businesses (and older larger organisations) that people don’t think it’s a valid investment, both of time and budget. But we wouldn’t offer brand strategy if we didn’t wholeheartedly believe it is important for your business to grow and thrive in so many ways such as…

  1. Standing Out: In a crowded marketplace, a well-crafted brand strategy sets you apart. It’s the distinctive, emotional element that captures your audience’s attention and creates loyalty.
  2. Ensuring Consistency: Imagine meeting someone who changes their personality every time you see them! Consistency in branding builds trust and recognition, making it easier for customers to remember you.
  3. Creating Emotional Connection: Beyond products and services, your brand strategy taps into the heartstrings of your audience. It’s the perception (feeling) they associate with your business, and emotions drive decisions.
  4. Builds Loyalty: When customers feel a genuine connection with your brand, they’re more likely to become loyal advocates. They’ll champion your cause and recommend you to others.
  5. Gives Guidance: A well-defined brand strategy serves as your business’s roadmap. It steers your decision-making, helping you introduce products or services or park those that don’t align with your vision or values. 


What do we believe? That it helps growth and has an Impact on Business Success

When you have a solid brand strategy in place, the benefits flow naturally, such as…

  • Increased Sales: Trustworthy brands attract customers. A cohesive brand strategy builds trust, leading to higher sales.
  • Enhanced Customer Loyalty: Happy customers become devoted customers (your brand advocates). Your brand strategy fosters emotional connections that keep them coming back.
  • Effective Marketing: Ever felt like your marketing efforts are scattered and inconsistent? A brand strategy provides the clarity needed to create engaging campaigns that attract your core audience.
  • Resilience in Tough Times: When challenges arise, a strong brand can weather the storm. Your strategy keeps you grounded and adaptable and stops you from making the wrong panicked decisions.

Remember, your brand isn’t just a logo or a strapline; it’s the story you weave, the values you uphold, and the commitment you make to your customers. 

We are writing a series dissecting the components of a killer brand strategy, from crafting an alluring vision to defining your brand’s unique personality, so watch this space. We also have great free downloadable guides to help you better understand how to build your brand.

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