What is brand strategy?

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Mole Middleton December 22nd, 2022
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Brand strategy is all about how you want people to perceive your brand. It involves creating a unique positioning for your business that sets it apart from the competition.

It’s about creating a story for your brand – one that resonates with consumers and helps them connect emotionally to what you offer. It’s about creating a connection between you and your customers.

A good brand strategy will help you define your brand’s mission, purpose, and values – with a consistent message. Brand strategy is also about making sure all of these elements work together to create a brand that is recognizable and memorable.

Why is branding strategy important?

Having a well-defined brand strategy is essential for any business that wants to really stand out from the competition – and build a strong, recognizable brand.

Branding is the key to creating an emotional connection with customers – it’s what makes them remember you and keeps them coming back.

A strong brand strategy can help you differentiate yourself from the competition, build customer loyalty, and increase sales – and is essential for creating trust and credibility with your customers.

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What are the core elements of a good brand strategy?

A brand strategy typically goes through several steps in order to create a successful, recognizable brand. First, it is important to define the brand and the objectives for success. This includes assessing current market conditions and trends, researching competitors, and understanding target audiences.

Next, a strategy must be developed based on these insights that incorporate how the business wants to be perceived by its customers. After the strategy is created it should be implemented across all platforms such as advertising campaigns or online presence.

What is the output of brand strategy?

The output of a brand strategy is a cohesive, recognizable presence that resonates with its target customers.

This includes developing messaging and design elements that align with the brand identity, as well as creating campaigns and promotions that support the mission.

The goal is for customers to recognize the brand's offerings, feel an affinity towards them, and ultimately become loyal customers. Ultimately, a successful brand strategy should lead to increased customer engagement and sales.

What is an example of a good brand strategy?

Some great examples of brand strategy can be seen in leading brands such as Nike, Apple and McDonald's

Nike logo

Nike's brand strategy

Nike's 'Just Do It' campaign encapsulates the values and mission of the company: to motivate and inspire people to be active.

Through the use of powerful visuals, emotive language, and celebrity endorsements, Nike was able to create an emotional connection with its customers and build a powerful brand that stands out from the competition.

This strategy was instrumental in making Nike one of the most recognizable brands in the world.

Apple logo

Apple's brand strategy

Apple's brand strategy is built upon the concept of simplicity. The company has crafted a sleek, modern aesthetic for their products and advertising that convey a sense of sophistication and elegance. Apple's messaging centres around the idea that their products will make customers' lives easier, with simple and intuitive designs that anyone can use.

The company also heavily emphasizes its ties to tech innovation and progress, making a statement with bold moves like eliminating the headphone jack in its phones or shooting concerts on its iPhones.

By connecting itself to modern trends and encouraging customers to think differently about technology, Apple conveys an aspirational message that customers can relate to.

Mc Donalds logo

McDonald's brand strategy

McDonald's brand strategy relies heavily on nostalgia and creating a sense of familiarity for its customers. The company emphasizes its classic characters like Ronald McDonald, the Hamburglar, and Grimace to evoke childhood memories and elicit nostalgia from their existing customer base.

They also use different campaigns to promote the McDonald's brand in an attractive way, such as the launch of new products or holiday-based campaigns during special occasions.

For example, they've launched various "Happy Meals" throughout the year that include toys related to popular TV shows or movies such as Star Wars or Paw Patrol. Through these activities, McDonald’s is able to attract both existing and new customers without deviating too much from their core message of offering tasty food at an affordable price.

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Mole has been working in the design industry for over 13 years, and in that time gained a wealth of experience creating powerful brands