Purva Desai

What Is Brand Strategy? And Why Is It Important?

You may have seen and observed the visual component like logo, color palettes, iconography, and typography of many brands. But did you try to understand the brand strategy? Have you ever felt that they are speaking to you? Have you ever wondered why Google uses that specific shade of blue, red, green, and yellow? And why does Facebook have a white “F” over a blue base?
If not, start thinking about it today because it is crucial for you to understand the importance of brand strategy before putting out your brand in the market. Here today, I’m going to tell you what brand strategy is? And why do you need it?

I promise to be specific, precise, to the point and will add the only facts that matter so that you’ll be encouraged to read till the end and get a priceless piece of knowledge.


What is Brand Strategy?

You have an idea, you want to own a brand, you decided to start a business, you think of a name and tagline, design a logo (or ask someone to do that), put out the brand into the market, and your brand is shining on the top. Is it that simple?

Let me be blunt here – It is NOT.


When you are serious about branding, the most essential and underrated element of it is Brand Strategy. In simple words, “Brand Strategy is a process of developing the personality of a Brand.” And your brand has to have that personality.


“Slapping together a couple of ideas and a logo is not a Brand Strategy.”
-Allen Martinez.


Brand strategy is a broader concept that includes Specific details about the company. It can include:
– Target audience
– Market Research
– Profile of an Ideal Customer
– Company Goal
– Specific Product or Service
– Competition Analysis
– Conversion Cycle of the Product
– How does the Product/Service help Customers in Solving their Problems, and
– How do you want to position your brand?
– Most importantly, How can it be at the Optimal Position?

Brand strategy is a power-packed component of what your audience feels about your brand. It is a service that promises to show the roadmap for your brand. More interestingly, it is a way to avoid all the mess during the process of establishing a brand.


Why Do You Need a Brand Strategy?

Now that you know what brand strategy is. Let me share some quick facts about why you need a brand strategy and how it can help you.

Brand Strategy is the first step towards positioning a brand. Sadly, people don’t even realize the importance of it. When you put out your product or services without a strategy, people may buy them. But will they remember you? Will they come again when they need the same or a similar product or service? Maybe Yes, and Maybe Not. Without the brand strategy, people themselves decide whether a particular product/service is going to work for them or not. The concept of brand strategy is way too different from it. In the process of brand strategy, you are free to create an image of your brand in your audience’s mind. You are the one who decides whether people are going to buy their products/services or not. With a brand strategy, you can stimulate your customers’ desire to meet your business’s unique strengths. And the best part is – People remember you and come back whenever they need the same or a similar product/service.

But How Does it Work?

Resonating with the targeted audience is the ultimate goal of a brand. In brand strategy, what happens is, we decide:

Whom are we targeting?
What are we going to do?
What impact are we going to have?
What our brand voice is? and
How we will convert potential into customers.

All these things are the parts of the brand strategy and identified in the strategy part.


And the Trouble Occurs When…

You want the deliverables in terms of logo, tagline, graphics, infographics, and more. But if you do not have a brand strategy or you don’t believe in having one, do not have a brand just for the sake of it. When you directly jump on wanting the deliverables, it creates a mess for you and your customers. You should have a cohesive and consistent brand strategy to avoid such chaos. And better positioning your brand.


The visual image of your brand and the feel it generates are parts of the strategy. And not the end result. That’s why brand strategy is the one thing that must come to your mind when you want to establish your brand. It provides a unique identity to your business and makes it STAND OUT.


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