What is a brand strategy in marketing?
Birju

written by Birju

SEO Specialist

Contents

    December 2024

    In today’s competitive landscape, a strong brand strategy is more than just a business necessity – it’s the secret sauce that sets you apart. Whether you’re launching a shiny new product, giving your brand a makeover, or building it from scratch, a standout strategy ensures your audience knows who you are, why they should care, and why they’ll love you.

    At cobolt studio, we craft brand strategies that are anything but ordinary. With a splash of creativity, a pinch of market insight, and a whole lot of authenticity, we help businesses make meaningful connections. Learn more about our branding services and how we can transform your brand. Let’s dive into what a brand strategy is, why it’s a game-changer, and how you can create one that’s as unique as your business.

    What is a Brand Strategy?

    Think of a brand strategy as the ultimate blueprint for how your brand is perceived. It’s more than just pretty logos and catchy slogans. It’s about creating trust, establishing values, and sparking an emotional connection with your audience. A strong brand strategy is your north star – guiding your messaging, visual identity, and presence in the market.

    It answers the big questions like:

    Who are we?

    What do we stand for?

    How do we resonate with our audience?

    And what makes us, well, us? When done right, it brings consistency, clarity, and a whole lot of personality to your marketing efforts. A great brand strategy doesn’t just tell people what you do; it shows them why they should care.

    Key Elements of a Brand Strategy

    Every stellar brand strategy starts with a few key ingredients. Let’s break them down:

    Purpose

    A brand’s purpose is its reason for being, the bigger picture behind what you do. And your mission? That’s the action plan to make it all happen. Take Patagonia, for instance. They don’t just sell outdoor gear – they champion environmental sustainability, a cause that deeply resonates with their eco-savvy customers.

    Audience

    Your audience is the heart of your brand. Who are they? What keeps them up at night? And how can your brand make their lives better (or at least a bit more fun)? At cobolt studio, we love diving deep into audience insights to help businesses speak their language and hit all the right notes. Discover how our brand discovery workshops can help you better understand your audience.

    Positioning

    Positioning is what makes you stand out from the crowd. It’s about defining the unique spot your brand occupies in the market. Think Glossier, with its fresh take on community-driven beauty, or Oatly, whose playful branding challenges the dairy industry while championing sustainability.

    Identity

    And let’s not forget identity – your logo, colours, and tone of voice are the face and voice of your brand. Done right, they’re memorable, like Mailchimp’s quirky charm or Innocent Drinks’ playful wit. A cohesive identity is like the icing on the cake: it ties everything together and keeps people coming back for more.

    Why is a Brand Strategy Important?

    A killer brand strategy isn’t just for show – it’s the foundation for long-term success. Here’s why it matters:

    First, it builds trust. Consistent branding helps your audience recognise you in a heartbeat and trust what you’re about. Second, it sets you apart. In a sea of competitors, a strong strategy highlights what makes you different (and better). And let’s not forget the feels. Emotional branding creates bonds that turn customers into fans, and fans into advocates.

    A clear strategy also keeps your team rowing in the same direction, aligning efforts and saving everyone from the dreaded “brand identity crisis.” Plus, it’s the best way to stay ahead of the curve, adapting to trends and customer expectations with ease. Your strategy acts like a lighthouse, guiding your business through shifting market tides.

    How to Create a Brand Strategy

    Building a brand strategy might sound like a tall order, but break it down into bite-sized steps, and it’s a whole lot more manageable – and fun.

    Start with your purpose and mission. Why does your brand exist? What’s your big goal beyond making a profit? Take Ben & Jerry’s, for example. They’re not just about ice cream; they’re about social activism and making the world a sweeter place.

    Next, get to know your audience. Use surveys, interviews, and analytics to uncover their likes, dislikes, and aspirations. Airbnb nails this by tailoring experiences to meet their audience’s deepest desires (hint: it’s all about feeling at home anywhere). The better you know your audience, the more effectively you can connect with them.

    Then, carve out your unique positioning. Identify what makes you different and own it. Arc’teryx is a great example – they’ve cornered the market on outdoor adventure but also street fashion. Strong positioning isn’t about being everything to everyone; it’s about being everything to your ideal customer.

    Of course, your brand identity needs to bring it all to life. From visuals to voice, make sure every element feels cohesive and uniquely you. Explore how our visual identity services can help craft a look that’s unforgettable. And don’t forget to audit all your touchpoints to keep things consistent. Your brand’s story should feel like a seamless narrative, whether someone encounters you on Instagram, your website, or in real life.

    Finally, tell your story. Share your journey, your wins and challenges, and what makes your brand tick. Authenticity is key here. Think TOMS and its heartfelt “one-for-one” initiative – it’s storytelling that hits home. Every great brand has a story worth telling, and yours is no exception.

    Real-Life Examples of Brand Strategy in Action

    Shopify’s all about empowering entrepreneurs. Their messaging is crystal clear, and their strategy positions them as a trusted partner for startups and creators. Meanwhile, Oatly shakes up the dairy world with bold, witty campaigns that challenge the status quo.

    Then there’s John Lewis & Partners, a British brand that’s a master of emotional branding. Through its iconic Christmas adverts and commitment to quality service, John Lewis has built a legacy of trust and heartfelt connection with customers. This isn’t just about selling products; it’s about creating moments that matter and stories that stick.

    What’s Next for Brand Strategy?

    The future of branding is all about staying ahead of the curve. Trends like sustainability, personalisation, and adaptability are here to stay, and consumers are holding brands to higher standards than ever. People want to see brands walk the talk, whether it’s about ethical sourcing, environmental impact, or genuine inclusivity.

    At cobolt studio, we’re all about helping brands not just meet those standards but exceed them. Branding isn’t a one-time task; it’s an ongoing journey. Ready to create a strategy that turns heads and wins hearts? Get in touch through our contact page – we’re excited to help bring your vision to life!