Brand strategy is the plan for how an organisation should be perceived and what position it should take in the market. It brings together insight about target audiences, competitors, strengths, ambitions and differentiation into a clear direction for the brand.
What does brand strategy involve in practice?
In practice, the strategy is used to make decisions about positioning, messaging, personality, offerings and priority audiences. It should be concrete enough to influence communication and design, rather than consist only of attractive wording. A good strategy also provides a basis for assessing whether new initiatives fit the brand.
Brand strategy is relevant when starting up, growing, merging, rebranding or when the organisation feels unclear. See Brand platform, Positioning and Interbrand's articles about brand strategy.
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