What is a brand strategy? and how to create one (2023)



What is a brand strategy? and how to create one

Written by Coursera • Updated on

This article defines brand strategy, explains why it's important to have one, and walks readers through the steps of creating their own.

What is a brand strategy? and how to create one (1)

A brand strategy is a type ofmarketing strategywhich focuses on how a company will present its brand to consumers and position itself in the marketplace. An effective brand strategy has the potential to establish your business with confidence, engage your target market, and effectively articulate how your business differentiates itself from competitors.

In this article, you'll learn more about what a brand strategy is, explore your brand fundamentals, and begin the process of creating a brand strategy. insights you need for an effective brand strategy.

What is a brand strategy?

A brand strategy is a framework that determines how companies present themselves to customers and stand out from competitors. Your company's brand is more than its name, logo, fonts, and colors. Think of your brand as the sum of your company's appearance, personality, philosophy, values, and customer experiences.

Consistent, value-driven branding efforts instill confidence in consumers, who increasingly buy from brands that deliver quality and contribute to a better world, according to reports from Lucidpress and Edleman [1,2]. With a clear brand strategy, you can:

  • build your business

  • Reach your ideal clients ortarget market

  • Mercadoyour products more effectively

Increasebrandawareness in the market

3 Key Steps to Leverage Your Brand Foundation

Complete the steps below to establish a strong brand foundation and develop a strategy to introduce your brand to the world.

Create elements of the business plan.

A business plan is a formal document that outlines the goals of a business and the strategies it will follow to achieve those goals. Think of it as a roadmap that you can use in conjunction with a branding strategy to build a thriving business. Follow the instructions below to write a basic business plan, or refer to your existing business plan and explore ideas that will be key to your brand.

  • What is your company's mission statement?

  • What value does the company offer to its target customer?

  • How would you describe your business model: the products and services you offer and their price?

  • As you explore these details, what possibilities do you see for identifying a tone, mood, or set of concepts that you could use to define your eventual brand?

See more information:Business plan: what it is + how to write one

Refine your buyer personas.

It is important to know who your business serves, so you can brand and deliver an experience that resonates with them. A full market analysis can provide a complete picture of a specific market, but for this branding exercise, consider the following:

  • What are the values ​​and beliefs of your target customers?

  • What other brands do they admire, buy and remain loyal to?

  • What are your typical objections when considering whether or not to buy a product?

    (Video) What Is Brand Strategy And How To Do It (Step 1)

  • How do they discover new products?

  • How do your typical shopping habits reflect your personalities, pain points, values, beliefs, goals, and needs?

Explore brand archetypes.

In your brand research, you might come across the idea of ​​brand archetypes, which marketers and companies developed from psychologist Carl Jung's concept of archetypes to describe the human psyche. Examples of brand archetypes include:

  • The creator, to refer to brands that encourage self-expression, innovation, and problem-solving creativity

  • The outlaw, to refer to brands that break with the status quo and inspire revolutionary attitudes

  • the wise man, to refer to brands that position themselves as thought leaders and experts in their industry

Exploring brand archetypes and identifying one or more that align with your business goals can be a great way to spark new ideas for your brand potential. To obtain this knowledge, take an online brand archetype quiz, like the ones you offermaster brandolucidpress.

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(Video) Learn Brand Strategy In 17 Minutes (2023 Crash Course)

How to build a brand strategy

It's time to use the brand foundation exercises to build a strategy. Each of the following components of your branding strategy will require you to be creative and systematic, appeals to the emotions and reason of the clients, and think deeply about your business goals.

1. Define the mission of your brand.

Your brand mission statement should communicate the purpose and philosophy behind the customer experiences you are creating. Use the instructions below to help define your brand's mission.

  • What inspires you to develop this brand for your business?

  • What impact do you want your brand to generate?

  • What experiences do you want to provide customers, including emotions, sensations, new thoughts, and possibilities?

  • What practical role do you want your brand to play in the lives of customers? What results can your brand generate?

2. Define your brand vision.

Your brand vision statement is a long-term, forward-looking goal of what your brand will become, the presence it will have in the world, and what it will achieve. To describe your brand vision, think about what could be possible for your brand. Write as if there are no barriers or limitations that prevent you from making this possible.

Use these three examples as models for how you might formulate your vision statement:

  • Provide all children with access to education.

  • To create a more connected world

  • To become a leading provider of fun experiences

3. Identify your brand values.

With your brand's mission and vision clearly outlined, your next step is to identify the values. What does your brand represent? What is the fundamental belief system behind each aspect of the brand? Answering these questions will determine how your brand does in the marketplace and the customers it will attract.

To complete this part of your branding strategy, name and define the values ​​you share with your ideal customers. Here are some examples:

  • empathy and compassion

  • passion and enthusiasm

  • tenacity and resistance

  • reliability and integrity

4. Determine the positioning of your brand.

Careful brand positioning can help you distinguish your brand from others in your industry and capture the attention of your target audience.

  • What makes your brand and your products and services unique in your industry?

  • What are the specific differentiators and how do they compare to competitors' offerings?

  • How will consumers who fit your buyer persona perceive and respond to these differentiators?

  • What will they believe about your brand and your products and services?

Use the answers to the questions above to develop a brand positioning statement: [audience] will choose [product] to experience [benefits and results] because [audience beliefs].

5. Develop the voice of your brand.

Your brand voice will determine how you use language to communicate your mission, values, and personality to the world. Brand voice will keep your messaging consistent, from paid ads and organic social media content to emails, product descriptions and customer service portals. This will also help you foster customer relationships and gain their trust.

Here are some questions to get you started:

  • What do you want your brand to be known for?

  • What adjectives would you like customers to use to describe your brand?

  • How would you describe the personality of your brand?

  • If your brand were a person, what tone, words and phrases would it use? How would they meet?

6. Design your brand identity.

Bring together everything you've gathered so far to create your brand identity. The identity will include all the sensory experiences associated with your brand, such as the visual design of the logo, fonts and colors; the taste, feel or smell of its physical products; voices, music and images that appear in the videos; and the brand name and slogan.

Subtle choices in font style, size, layout, color tones, scents, sounds, and other design elements can influence how the world perceives your brand. Brainstorm how different design elements can do the following:

  • Represent your brand's mission, vision and values

  • Match your brand voice

  • Evoke the emotions you want customers to experience

    (Video) How To Create A Brand Strategy [Proven 14-Step Framework]

As you create the look and feel of your brand, it's a good idea to work closely with members of your creative team, includinggraphic designersand product designers, to finalize your brand identity.

Whistle: a brief history of the iconic Nike logo

A strong logo is instantly recognizable and has the power to convey a company's values ​​and personal identity to consumers in an instant. In the marketing world, then, one of the most lauded logos is the iconic Nike Swoosh, created by graphic designer Carolyn Davidson in 1971 while she was still a student at Portland State University.

Reviewing the logo, Nike co-founder Phil Knight told Davidson, "Well, I don't love it, but maybe it will grow on me."

For his services, Davidson only charged $35 for the design, which has become one of the most iconic logos in the world. Later, when the company went public, Knight presented Davidson with 500 shares of Nike for his stellar work.

What is a brand strategy? and how to create one (4)

7. Create your brand guidelines.

One of the most important tools for your business will be your brand guidelines – the ultimate guidelines, benchmarks, and standards that determine how you present your brand and everything you stand for to the world. Without clear guidelines, a brand can quickly fall apart, diluting your message and undermining your business efforts.

According to LucidPress' 2021 Brand Consistency Report, 68% of respondents said brand consistency contributed to 10% or more of their revenue growth [1].

In addition to listing the physical aspects of your brand identity, brand guidelines may specify some of the following practices:

  • The instances in which you will use your logo, as well as the minimum and maximum sizes it must be.

  • Message guide, including keywords, phrases, tone and voice, as well as the language to avoid

  • editorial guidelines

  • Website and Social Media Design Options

  • Paid ad display options

You may find it useful to compile the brand guidelines into a single document, slide deck, or brochure and distribute it to everyone in your company. That way, your marketers, sales, product developers, and creative team can ensure you deliver a cohesive brand experience across all customer touch points.

See more information:Brand Marketing: what it is + how to create your brand marketing strategy

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What is a brand strategy example? ›

A great example of their branding strategies is their “Think Different” campaign. They realized that their customers wanted to be great, innovative, game changers and different. They knew that their competitors were strong and could deliver good quality products, so how can they convince their customers to choose them?

How do you build a brand strategy from scratch? ›

How to build a brand
  1. Research your target audience and your competitors.
  2. Pick your focus and personality.
  3. Choose your business name.
  4. Write your slogan.
  5. Choose the look of your brand (colors and font).
  6. Design your brand logo.
  7. Apply your branding across your business.
Oct 29, 2022

What are the 3 C's of branding? ›

The 3 Cs of Brand Development: Customer, Company, and Competitors. There is only a handful of useful texts on strategy. Any MBA student will be familiar with these: Competitive Advantage and Competitive Strategy by Michael Porter.

What are the 7 commonly used branding strategy? ›

Strategic branding helps you set yourself apart from your competition and build customer loyalty.
Let's discuss each branding method.
  • Attitude Branding. ...
  • Individual Branding. ...
  • Product Branding. ...
  • Co-Branding. ...
  • Minimalist Branding. ...
  • Brand Extension.
Apr 8, 2022

What is Nike's brand strategy? ›

Nike's marketing strategy is based on inclusivity and considers athletes of all backgrounds, ethnicities, gender, and age; thus, everyone relates to the advertisements. Nike doesn't focus on a single sport. Instead, they focus on various sports and athletes globally.

What does a good brand strategy look like? ›

A brand strategy is the holistic approach behind how a brand builds identification and favorability with customers and potential customers. A brand strategy encompasses several different brand elements like voice, storytelling, brand identity, brand values, and overall vibe.

What are 5 branding strategies give some examples? ›

Here are five different types of branding strategies your company should consider.
  • Company Name Branding. Well-known brands leverage the popularity of their own company names to improve brand recognition. ...
  • Individual Branding. ...
  • Attitude Branding. ...
  • Brand Extension Branding. ...
  • Private-Label Branding.
Aug 6, 2018

What is the best branding strategy? ›

9 success factors of any good brand strategy
  1. Target audience knowledge. ...
  2. Strong unique value proposition. ...
  3. Passion is observable. ...
  4. Out-of-the-box thinking. ...
  5. Consistency. ...
  6. The brand's objective comes first. ...
  7. Exceptional brand slogans (or taglines) ...
  8. The brand always provides value.
Aug 15, 2017

What are the five main areas of branding strategy? ›

But, every successful brand strategy must include essential components.
5 essential components for a strong branding strategy:
  • Vision.
  • Audience Appeal.
  • Consistency.
  • Accessibility.
  • Authority.
Aug 18, 2022

What is a creative strategy for a brand? ›

A creative strategy is a blueprint your company creates that outlines how you plan to meet specific goals and objectives, like your company's brand identity, marketing, and long-term business growth. An effective creative strategy involves a mixture of strategic goals and innovative approaches to meet those goals.

How brand strategy is implemented? ›

After socializing the brand strategy internally, it needs to be rolled out externally. If you've changed your logo or visual identity, you need a clear plan on how to update your identity across all your brand touch-points — website, signage, marketing materials, trade show booths, etc.

What are the four 4 branding components? ›

A strong brand requires a strong brand identity, brand image, brand culture, and brand personality. Implementing a successful brand strategy that develops all four of these components increases brand trust, loyalty, and awareness.

What is Starbucks brand strategy? ›

To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” Starbucks focuses on creating that personal connection between their customers, their baristas and their organization.

What are the key elements of a brand strategy? ›

The 9 Brand Strategy Elements
  • Brand Purpose.
  • Brand Vision.
  • Brand Values.
  • Target Audience.
  • Market Analysis.
  • Awareness Goals.
  • Brand Personality.
  • Brand Voice.
Jun 20, 2020

What is Adidas branding strategy? ›

Adidas describes itself as a digital company and aims to be the best brand of sporting apparel in the world. They use digitalization in the future as a key part of their marketing strategy. The “Best” is the design, build, and sale of the most high-quality sports products in the world.

What is Jordan brand strategy? ›

Reader view. Jordan Brand aims to capitalize on past sucess, while using new opportunities to achieve "Greatness", such as Michael Jordan. • Dominate the world market through the provision of quality products; • Maintain competitive edge in the market; • Enlarge its sales by distributing in various part of.

Why does Adidas have a brand strategy? ›

Our strategic focus is on increasing brand credibility, elevating the experience for our consumer, and pushing the boundaries in sustainability. The execution of our strategy is enabled by a mindset of innovation across all dimensions of our business as well as our digital transformation.

What are the seven 7 components of branding strategy? ›

Once you've developed your marketing strategy, there is a "Seven P Formula" you should use to continually evaluate and reevaluate your business activities. These seven are: product, price, promotion, place, packaging, positioning and people.

What are the 2 main types of branding? ›

Personal branding tends to happen in places where people—public figures or not—interact as individuals, like on social media platforms or at professional events. Product and corporate branding tends to happen in places where products and companies need to stand out, like in stores and ads, as well as on social media.

What branding strategies does Coca Cola use? ›

Coca-Cola used to focus its strategy on the three A's: availability, acceptability, and affordability. While these provided for tremendous growth, they also led to lowered entry barriers. Today, Coca-Cola's mantra is the three P's: preference, pervasive penetration, and price-related value.

What is brand strategy and why is it important? ›

Branding strategy is the catalyst by which customers understand, purchase, and eventually come to rely on a particular company or product. By creating a concrete identity, branding fuels the assumption that a product will reliably provide the same results time and again.

What is a brand strategy template? ›

The Brand Strategy Template includes the essential strategic elements: Values, Mission, Promise, Identity, and Tagline. First, research each of the factors that feed into each element. After those have been determined, use them as a framework for brainstorming specific ideas.

What is luxury brand strategy? ›

Luxury is synonymous with quality, prestige, and affluence. To create a luxury brand strategy for your business, you have to focus on your ideal clients, visual elements, and deliver on your brand promises. You don't need to sell the next Hermes Birkin bag or Tesla to achieve high-end status for your business.

What is the difference between creative strategy and brand strategy? ›

Your brand strategy is where you want your business to go. It's the overall vision you have for your company and where it stands in the market. It's the why and where. Your creative strategy is the “how” around that brand strategy.

How do I become a good creative strategist? ›

Skills for Creative Strategists
  1. Understanding of modern digital marketing efforts.
  2. Critical thinking.
  3. Understanding of Media Buying and sales data.
  4. Organization.
  5. Ability to work closely with multiple teams.
  6. Understanding consumer Behavior.
  7. Marketing strategy and planning.
  8. Strong ability to generate new ideas.

How do you articulate a brand strategy? ›

5 clever ways to articulate your brand purpose
  1. Know your audience. Success comes from knowing your audience inside out. ...
  2. Keep it real (be human) A brand's purpose has to be anchored in the organisation itself and expressed by those who work there. ...
  3. Move from 'what' to 'why' ...
  4. Take a stance on topical issues.
Apr 23, 2021

What are the four 4 levels of brand awareness? ›

There are four levels of brand awareness that can be visualised by using a brand awareness pyramid. Based on marketing mogul, David Aaker's brand loyalty pyramid, the levels of brand awareness are zero awareness, recognition, brand recall, and top of the buyer's mind.

What are the 4 four strategy elements? ›

The marketing mix, also known as the four P's of marketing, refers to the four key elements of a marketing strategy: product, price, place and promotion.

What are the 5 P's of branding? ›

The 5 areas you need to make decisions about are: PRODUCT, PRICE, PROMOTION, PLACE AND PEOPLE. Although the 5 Ps are somewhat controllable, they are always subject to your internal and external marketing environments. Read on to find out more about each of the Ps.

What are the 4 four strategy elements in marketing? ›

The four Ps of marketing is a marketing concept that summarizes the four key factors of any marketing strategy. The four Ps are: product, price, place, and promotion.

Is brand awareness a strategy? ›

Brand Awareness Strategy implies marketing efforts that help a business promote a brand message. The aim is to grow the customers and establish brand recognition in the target market. Marketers develop strategies to make sure their brand is not forgotten by the customer but rather stands at the top.

How many types of brand strategies are there? ›

According to stats, 94% of the world's population recognizes the red and white Coca-Cola logo. That's branding wizardry, and it helps you embed a product into the purchase habits of consumers and their lives.

How do I create brand awareness? ›

9 ways to improve brand awareness
  1. Build a recognizable brand.
  2. Tell a brand story.
  3. Create value beyond your product.
  4. Create shareable content.
  5. Contribute to your community.
  6. Offer a freebie.
  7. Run social media contests.
  8. Work with the social algorithms.
Aug 11, 2022

What are the three pillars of strategy? ›

Within this section there are 3 very important points that all companies would like to fully control:
  • Loyalty of all existing customers.
  • Identify new opportunities.
  • Build a winning team.

What are the three 3 levels of strategy? ›

The three levels are corporate level strategy, business level strategy, and functional strategy. These different levels of strategy enable business leaders to set business goals from the highest corporate level to the bottom functional level.

What are the three main types of strategy? ›

These three different strategies are crucial for a business's success.
Within the domain of well-defined strategy, there are three uniquely different and crucial strategy types:
  • Business strategy.
  • Operational strategy.
  • Transformational strategy.
Jan 29, 2023

What are the 5 C's of marketing? ›

The 5Cs are Company, Collaborators, Customers, Competitors, and Context.

What are the 6 features of branding? ›

In this blog, we break down the six critical elements of a brand: typography, color, brand voice, customer experience, consistency, and repetition.

How to write marketing strategy? ›

Make sure that each of your marketing objectives meet the SMART criteria:
  1. Specific—state clearly what you want to achieve.
  2. Measurable—you must be able to measure and monitor your results and progress.
  3. Achievable—take your skills and resources into account.
  4. Relevant—focus on areas that will improve your business.
Aug 29, 2022

What are the 4 C's of marketing management? ›

The 4 C's of Marketing are Customer, Cost, Convenience, and Communication. These 4 C's determine whether a company is likely to succeed or fail in the long run.

What should a marketing strategy include? ›

A marketing strategy contains the company's value proposition, key brand messaging, data on target customer demographics, and other high-level elements. A thorough marketing strategy covers the four Ps of marketing: product, price, place, and promotion.


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