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What is Brand Strategy?

June 8, 2016

 

By definition, brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals.

 

Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets.

 

Creating a brand strategy doesn’t have to be complicated but it does need to be comprehensive. Your brand strategy will reinforce your positioning in the market.

 

Branding is strategic. Marketing is tactical. Marketing may contribute to a brand, but the brand is bigger than any particular marketing effort.

 

Without designing your brand strategy, how can you expect to make the right decisions, consistently? To execute and deliver communications and promotions digitally?

 

Branding should both precede and underlie any marketing effort. Branding is not push, but pull. Branding is the expression of the essential truth or value of an organization, product, or service. It is communication of characteristics, values, and attributes that clarify what this particular brand is and is not.

 

We’re talking brand as a means to enable strategic and marketing integration. Without a marketing strategy you might as well go home.

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