Date Added: 11.03.2025
Mins Read: 3 mins
Author: Chris Southgate
What is Brand Strategy?
Brand Strategy
Brands across the world are constantly fighting for attention, so having a memorable and distinct brand is no longer a luxury – it’s a necessity. Did you know you have approximately 7 seconds to leave an impression with your audience? That isn’t long at all, which is why a well-thought-out brand strategy is the secret weapon behind the most successful brands, ensuring they stand out in crowded markets and build meaningful connections with their audience.
But what exactly is brand strategy, and why does it matter in the first place? At CHS, we’re a brand strategy agency that believes a strong brand strategy is more than just a guide, it’s the blueprint for long-term success, aligning every aspect of your business with your customers’ needs and expectations – and it doesn’t get more important than that.
What is brand strategy?
Brand strategy is so much more than your visual identity – it’s a holistic plan that defines a brand’s identity as well as its positioning and messaging to effectively communicate with a target audience. It is a key part of a marketing strategy, and encompasses many different elements, including brand values, proposition, architecture, positioning, messaging, and design. When done well, articulating these components means that a brand strategy is consistent across all touchpoints, which goes a long way in building trust and recognition among consumers.
Why is a brand strategy important?
You may be wondering why the term ‘brand strategy’ gets thrown around so much, but the truth is, a robust brand strategy offers numerous benefits:
Brand differentiation
Even in saturated markets it’s hard to get your brand noticed. A clear brand strategy distinguishes a business from its competitors, highlighting its unique value proposition.
Customer loyalty
Brands that resonate with consumers' values and needs are more likely to cultivate loyalty. Did you know, approximately 81% of consumers need to trust a brand to consider buying from it, so it is much more important than you may think.
Drives consistency
A defined strategy means that you’re putting across clear messaging and a visual identity across all platforms, giving your brand better recognition.
Business growth
Branding is vital for business growth, so not including it as part of your marketing strategy could have a knock on effect down the line.
The key components of a brand strategy
To develop a strong brand strategy, we believe that the best way to achieve success is to incorporate the universal branding elements and customise the messaging to align with the specific needs and preferences of your target audience.
We’ve summarised the components of a brand strategy that should be considered:
1. Brand values
These are the core principles that guide a brand’s actions and decisions. Think of ways that your brand aligns with your customers’ values. What’s important to them, and how do those things guide your brand’s behaviour?How can you adjust your brand to reflect the values of your customers? What motivates them and how can you use this to shape your brand identity? Aligning brand values with those of the target audience can significantly impact purchasing decisions.
2. Brand proposition
This defines the unique value a brand offers to its customers, answering the question: Why should consumers choose this brand over others?
3. Brand architecture
For businesses managing multiple brands or products, establishing a clear brand architecture helps in organising and relating each brand within the portfolio.
4. Brand positioning
This involves ‘placing’ the brand appropriately within the market to appeal to the target audience, considering factors like pricing, quality, and competition. Where do you see your brand in relation to others out there?
5. Brand messaging & tone of voice
Brand voice, your brand’s overall personality, style, and character, must remain consistent. Tone, however, refers to the subtle shifts in messaging depending on context, like audience or platform. Keep your brand guidelines up-to-date with brand voice and tone to ensure consistency across all your marketing channels.
6. Brand design
Brand design encompasses everything from logo creation and typography to colour palettes and imagery. It’s about creating a consistent and memorable experience across all touchpoints, ensuring every interaction reinforces the brand’s core values and promise.
The impact of brand strategy on customer behaviour
Did you know that a well-executed brand strategy can massively influence consumer behaviour?
- Building trust – We’ve already mentioned that over 80% of consumers need to trust a brand to consider purchasing from it. If you establish your clear values and keep consistent messaging, this can really start to foster this trust.
- Purchasing decisions – More findings show that approximately 46% of consumers are more likely to purchase from brands they trust, underscoring the importance of authenticity in branding.
- Brand recognition – Consistent and repeated messaging is vital for establishing brand awareness, as brands require a minimum of 6 to 7 impressions to achieve this. A holistic brand strategy planned well will cover your brand messaging, including how and when is best to reach your target consumers.
4 simple steps on how to build a brand strategy
Market research
To really nail your brand strategy, you’ve got to know your audience, stay on top of market trends, and keep an eye on the competition. This means digging into what your customers like, how they behave, and what they think about your brand and others.
Define the elements of your brand
Clearly spelling out your brand's values, what it stands for, how it fits in the market, and the message it wants to share helps create a strong, consistent identity.
Establish consistency across channels
Keeping your messaging and visual identity consistent across all platforms and touchpoints is one of the most effective ways to strengthen brand recognition. When your audience encounters the same tone, visuals, and style, whether they’re scrolling social media, visiting your website, or seeing your product in-store, it creates a sense of familiarity and trust.
Monitoring and adaptation
Regularly checking how your brand is doing and tweaking things based on market shifts and customer feedback is key to keeping it strong and successful over time.
A well-defined brand strategy is indispensable for businesses aiming to establish a strong market presence and create meaningful connections with their audience.At CHS, we specialise in crafting tailored brand strategies that go beyond expectations, helping businesses build authentic and effective brands. Our approach is based on insights across the market landscape, organisation, and audience, ensuring that every brand we build is unique and capable of evolving.
If you’d like to find out more about what brand strategy services we offer, get in touch with us today – we’re happy to answer any questions you may have.
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