What Is Brand Strategy (And Why Do You Need One)?

Brand strategy is one of the biggest (if not THE biggest) components of a stand out, viral, fully booked business. Without it, you miss out on crucial insights, opportunities and growth. So we think it's about time we break down what a brand strategy actually is and how it can benefit your business.

First off, what is a brand?

A brand is essentially what others are saying about your business when you’re not listening - it’s the values, voice, and messaging that others associate with your business. It encompasses feelings, emotions, thoughts, and design. For example, think of a few brands that you love. This can be your favourite home goods brand (hello, Anthropologie!), your drink of choice (this can be your favourite soda, kombucha or iced coffee) or your favourite clothing brand (can we say Anthropologie twice?). What feelings do these brands evoke for you? Do you get a warm and fuzzy feeling? A sudden hankering for a specific fizzy and refreshing drink? A bright and happy feeling? Those thoughts and feelings are what make up that particular business’ brand.

So… what then is a brand strategy? How does that work?

A brand strategy is the way in which you’re able to influence and control the way others think and feel about your brand - resulting in an actionable plan to achieve your long term branding goals. These goals can include anything from becoming the number one brand in your industry, increasing repeat customers, raising brand awareness, eliciting a certain physical or emotional response in your customers or even raising your prices and tapping into a high-end client base. Done correctly, a brand strategy acts as a roadmap to achieving those goals and guides everything from the way you interact with your customers online to your digital content strategy and more. A large part of this involves guiding the way that your brand is perceived in the minds of your consumers through messaging and design.

What does a brand strategy include?

Your brand strategy includes everything from your ideal audience, how your business is positioned in your industry, the way you communicate with your audience, creative solutions and more. All designed to help you achieve those big brand and business goals. We then deliver everything you need in your brand strategy carryall - an exhaustive 20-30 page document that outlines everything you need to achieve your branding goals - from audience breakdown, industry positioning, competitor analysis, design solutions and more. Ultimately, giving you a clear, actionable plan for your business, so nothing is left to chance or luck.

What is the brand strategy process like?

A strong brand strategy begins with an extensive research phase to identify where your business is positioned in the market, your business’ ideal audience, how your business stands out in the market (also known as your differentiating factor) and more. We kick off this process with a brainstorming phase with you and your team to gain insight into your business and industry which we then use to further research (with plenty of coffee and hundreds of open tabs) and develop your brand strategy. All of this information is then refined, and organized to hand you a ready to execute brand carryall document.

It’s time to bring your wildest business dreams to life…

At Lexi by Design, we don't believe in throwing things at a wall and seeing what sticks. All of our projects start with a strategy phase so you can move forward knowing exactly how your business will achieve your goals - no guessing necessary.

Ready to level up your business? Book your discovery call to schedule a no pressure chat to talk about your goals and how we can help you reach them!