A branding strategy is a plan for the development of a successful brand in order to achieve something particular. A well-defined brand strategy affects all aspects of a business and is directly connected to customer needs, emotions, and competitive environments.

Brand strategy defines what you stand for, a promise you make, and the personality you wish to convey.

Five key elements that go into a branding campaign are:
1 Brand position – descriptive of how your brand is different from its competitors – where/how it sits in customers’ minds.
2 Brand promise – the value or experience your customers can expect to receive every single time they interact with you.
3 Brand personality – human characteristics associated with your brand.
4 Brand story – the narrative that brings together the facts, feelings and essence of your business.
5 Brand associations – a set of remembered qualities that help communicate information to the customer. These qualities should differentiate you from the competition, and therefore provide a reason to buy your products/services over the other.

By coordinating the information gathered in this exercise a successful strategy can be implemented into a campaign.

Have you considered what your business branding strategy is?