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Why you need a brand strategy

Updated: Jan 25

A brand strategy serves as the very essence of your brand, it is your brands soul. It is the breath of your brand, that gives it life.. and the heartbeat that keeps it alive.

It is the backbone that keeps it standing and it is the brain that gives it a unique personality. 


In this blog, we’ll explore the vital reasons behind having a brand strategy and take a closer look at some inspiring brands that have mastered the art of strategic branding.

Let’s delve into the core elements that make your brand not just exist but thrive.


Bricks stacked on top of each other

At the core of building a robust brand lies the formulation of a brand strategy. This serves a building blocks for your brand and encapsulates everything that makes your brand what it is. It includes the brand's overarching vision, values, unique selling points, personality, messaging, target etc. A more comprehensive version, may encompass a visual identity and brand guidelines. It's important to however note that your brand's strategy will guide your brand identity and both your brand strategy and the brand identity will inform your brand's positioning. These are all crucial elements in conveying a consistent and compelling brand image. Every strategy is unique and there are different elements that may be required depending on the brand, so it might vary for a lifestyle brand, a product brand, or a personal brand.


Imagine your brand as a distinct individual, much like people with their unique appearances – this mirrors your brand’s visual identity. Just as humans embrace diverse looks and styles, a brand’s visual identity sets it apart, making it visually appealing and recognizable. Think of individuals gravitating toward different social groups – it’s the same for brands connecting with diverse audiences. Your brand’s target audience defines its messaging and personality, guiding how it interacts and forms connections.


Illustation showing similarity between brands and humans
This illustration shows the correlation between the human anatomy and brands

Brands are like humans; many elements/aspects of human anatomy are synonymous with that of a brand’s anatomy/architecture. Our heart can be referenced as your brand’s core, as this is the place where values and beliefs are nurtured. The frontal lobe is synonymous with the brand personality – this part of the human brain is where our personality is shaped. Consider your brand as a person in your thought process - this is a small hack that may make it a little easier when deciding which direction you would like to go in. This analogy provides a comprehensive perspective, aiding in the development of a brand that deeply connects with its intended audience.


To illustrate the effectiveness of brand strategies, consider the iconic success stories of brands like Apple, Nike, or Starbucks. These brands have not only defined their vision and unique selling points but have also seamlessly integrated their brand strategies across diverse touchpoints. For instance, Apple's minimalist design and user-centric approach resonate consistently from product packaging to their retail spaces, creating a holistic brand experience.


In the digital era, the influence of online platforms and social media on brand strategy is paramount. Brands now leverage diverse channels to amplify their messages and exhibit distinct personalities. Take Duolingo, effortlessly embodying a Gen Z persona on TikTok, or Stanley, showcasing commitment to people through compelling stories.

Just as people evolve, brands adapt. Having a solid brand strategy lays the foundation for seamless brand evolution. It ensures that your brand’s transformation aligns cohesively with changing trends and audience dynamics, allowing it to stay relevant and resonant in the ever-evolving digital landscape. Moreover, consider the long-term impact of a well-crafted brand strategy. Beyond immediate market presence, a solid strategy provides a roadmap for sustained growth and resilience. Brands such as Coca-Cola and McDonald's have navigated changing landscapes by evolving their strategies while staying true to their core values.



Duolingo on TikTok has a unique personality and relate to all groups that use the platform by hopping on trends to stay relevant. Here the brand does the little life trend.


Engaging with a seasoned brand consultant can be instrumental in defining your brand and steering it in the optimal direction. Through a meticulous analysis of your brand, a consultant can guide you in crafting a compelling brand story. For aspiring brand creators, while ideas are abundant, the key lies in making them tangible. It has to make sense.

Seek guidance on translating your concepts into a cohesive and resonant brand presence. Before bringing your brand to life, a brand consultant/brand strategist can help you to delve into the market environment it will inhabit and assess its suitability for this setting and ponder if your brand could thrive elsewhere. The strategist will also help you to craft your brand strategy and help you every step of the way as you set your brand up for success.


In conclusion, a well-crafted brand strategy is the linchpin for a brand's success, guiding its journey and ensuring resonance in the hearts and minds of consumers. Through real-world examples and a deep dive into the digital landscape, brands can glean valuable insights to shape their strategies and thrive in a dynamic market landscape. This strategic foresight not only establishes a brand's foothold but propels it forward into a future of enduring relevance and connection with its audience.




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2 Comments


Guest
Jan 31

Great read!

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Guest
Jan 23

😍😍

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