A brand strategy is a type of marketing strategy that focuses on how a business presents its brand to consumers and positions itself within the marketplace . It is a framework that determines how businesses present themselves to customers and stand out among competitors . A brand strategy is more than just a company’s name, logo, fonts, and colors. It is the sum of a business’s look and feel, personality, philosophy, values, and customer experiences . An effective brand strategy has the potential to confidently establish your business, attract your target market, and effectively articulate how your business differs from competitors .
A brand strategy typically involves defining your brand’s mission statement, vision statement, and values . The mission statement should communicate the purpose and philosophy behind the brand . The vision statement is a long-term, future-oriented goal for what your brand wants to achieve . The values are the guiding principles that define what your brand stands for and how it operates .
Creating a brand strategy involves exploring your brand’s foundation by building business plan elements and refining buyer personas . A business plan is a formal document that describes a business’s goals and the strategies it will follow to meet those goals. It helps identify a tone, mood, or set of concepts you could use to define your eventual brand . Refining buyer personas helps you design a brand and deliver an experience that resonates with them .