The FAQ Series provides answers to frequently asked questions around different communications-focused practice areas.
1. What is a brand strategy?
A brand strategy is the long‑term plan that defines how a company expresses and projects its brand. It aligns what the brand stands for (the brand promise) with how the audience (internal and external) experiences the brand across different touchpoints.
2. Why should a company have a brand strategy?
A strong brand strategy helps a company to build and project a unified and cohesive brand identity. It is required to build trust, attract the right customers and help the company to stand out in the competitive landscape.
3. How do I create a brand strategy for my company?
To create a brand strategy, you have to start by understanding the goals of the company, the target audience and the competitive landscape. Use this foundation to define the brand purpose, positioning statement, personality, messaging, tone and what people should experience whenever they interact with the brand.
4. How long does it take to develop a brand strategy
You need enough time to create a good brand strategy, especially to gather insights and align stakeholders. This can take anywhere between a few weeks to several months, depending on the size and complexity of the organisation.
5. What are some important factors to consider when creating a brand strategy?
You have to consider your company’s strengths and weaknesses (do a SWOT analysis), the long-term goals, the needs of the audience and the competitive environment. It is important to be authentic and ensure your brand has tangible points of differentiation in the market.
6. How do you measure the success of a brand strategy
Success of a brand strategy can be measured through the level of brand awareness, customer perception, loyalty, engagement, and business outcomes such as growth or retention.
7. Can a brand strategy change over time?
Yes, a brand strategy can change due to different factors. A brand should evolve as the market shifts, audiences change, or the company grows. A brand strategy should, therefore, be flexible enough to adapt when needed.
8. I want to learn more about creating a brand strategy. Where do I start?
Study successful brands, learn about brand positioning and storytelling, and read good books on brand building. You can take the Brand Strategy Course to learn more.