Brand Strategy Explained and Why It’s Important

A company’s brand is more than just a name or logo – it’s the essence of the business, encompassing everything from its values to its personality.

A strong brand is worth its weight in gold, as it can set a company apart from its competitors and make it unforgettable to customers.

Take Nike, for example. Thanks to their recognizable logo, people are willing to pay a premium for their products, and the Nike brand is valued at over 30 billion dollars by Interbrand.

But branding is about more than just creating a logo or a memorable name. It’s about crafting a brand that represents your company’s values and personality in a way that resonates with your target audience.

Your brand is a living, breathing entity that ignites a gut feeling within your customers, and it has the power to be a superhero or a villain in their minds. That’s why it’s important to choose wisely and create a brand that sparks joy and leaves a lasting impression.

Crafting a successful brand strategy is essential to building a strong brand that stands out from the competition. Brand strategy is like a secret weapon that helps organizations build a powerful brand that stands the test of time.

It provides a clear vision of where your company is headed and how to get there, guiding you towards your True North and helping you avoid pitfalls along the way.

With a solid brand strategy in place, you can unlock the full potential of your brand and create a buzz that’s impossible to ignore.

So if you’re a business owner, don’t overlook the importance of a strong brand. It’s the key to unlocking your full potential and creating a lasting impression on your customers.

Take the time to craft a brand that represents your company’s values and personality, and invest in a solid brand strategy that will guide you towards success

Why Is Brand Strategy Important?

Brand strategy is like a game plan for a business. It’s all about who the company is, what it wants to do, and how it’s different from others. It’s like a guidebook that helps a company know what to do.

A good brand strategy makes a company special in the eyes of customers, helping them like and trust the company more. It makes sure everyone in the company is on the same page, and that the company’s message is the same everywhere.

“One study showed that 94 percent of respondents have rejected or mistrusted a site based on the web design alone … don’t be that site.”


With a great brand strategy, a company can keep its customers, make more money, and grow its business. 

Here are some reasons why brand strategy is important:

1. Defines Your Values and Communicates Them Effectively

Having a clear brand strategy is like having a clear voice for your business. It helps you tell people what’s important to your business and why.

Just like making a new friend, if you want to attract and keep loyal customers, you need to show them what your business is all about.

Interestingly, people don’t just buy things because they need them, they also buy because they believe in what the business stands for.

So, by showing a strong personality for your business, you can build trust and show people that your business is one they can count on.

A good brand strategy makes sure your business is not just a name, but a story people can connect with. It’s like having a consistent and engaging conversation with your customers.

This conversation talks about what matters to your business, its mission, and its commitment to customers. So, when a customer chooses your product or service, they are choosing it because they believe in your business’s story and values.

This way, they become not just customers, but fans and advocates for your brand. Plus, having a strong brand strategy can also set your business apart from the competition.

It’s like having a unique fingerprint that makes your business stand out in a crowd, helping people to remember and prefer your brand over others.

2. Eliminates Weaknesses in Your Brand Experience

Think of your brand as a storybook that your customers are reading. If the chapters don’t match up or the story keeps changing, your customers may get confused and lose interest.

That’s why it’s important to have a brand strategy. It helps you spot the parts of your customer’s journey with your business that may not be going well and then gives you a chance to fix them.

This way, your story stays interesting, and your customers stay engaged.

“Consumers who connect with a brand emotionally have a 306% higher lifetime value (LTV).”


The better the experience a customer has with your business, the more they’ll like and trust your brand. It’s like having a favorite restaurant. If the food and service are great every time you go, you’ll keep going back and may even recommend it to your friends.

In the same way, if your customers consistently have good experiences with your business, they’ll keep coming back and might even spread the word about how great your brand is.

This kind of loyalty can help your business grow.

3. Filters Out Ill-Advised Ideas

Having a clear brand strategy is like having a trusted guide on a journey. It helps you make smart choices and avoid bad ones that could hurt your brand.

If you’re not sure about a new idea, you can look at your brand strategy, kind of like a rulebook, to see if it fits with your long-term plans.

This way, you’re always working towards the same goal and not getting sidetracked by things that might not be good for your brand.

Think of each advertisement you make as a puzzle piece. When all the pieces are put together, they create a picture – that’s your brand image. Every ad you make adds to this picture.

So, it’s important to make sure each piece, or ad, fits with the others. This way, your brand image stays consistent and strong, making it easy for people to understand what your brand is all about.

Just like a puzzle, your brand image is complex, but when all the pieces fit together, it forms a clear, attractive picture that people can connect with.

4. Creates Accountability

Having a clear brand strategy is like having a clear map for a road trip. Everyone in your team knows where they’re headed and what they need to do to get there.

This helps the team stay focused on the important tasks that will  help the business grow, just like sticking to the right roads can get you to your destination faster.

But let’s say you make a wrong turn or hit a roadblock on your trip. That’s when the map comes in handy. It shows you where you went off course and how to get back on track.

The same goes for your brand strategy.

If your business gets sidetracked or faces a setback, your brand strategy is there to guide you back. This way, you can get back to growing your business as quickly as possible.

5. Achieve Laser Focus in Your Marketing Efforts

Imagine trying to hit a target in the dark – it’s pretty tough, right? But if you have a clear target and enough light, it becomes a lot easier.

That’s what a good brand strategy does for your marketing. It gives you a clear idea of who your customers are, what they like, and how to talk to them.

So, instead of taking shots in the dark, you can aim your marketing efforts right at the target.

A focused approach like this can save you a lot of time and effort. Instead of trying out different things to see what works (like A/B testing), you can use your brand strategy to guide your marketing.

This way, every dollar and hour you spend on marketing can have a bigger impact, giving you more bang for your buck. It’s like having a blueprint for success in marketing your brand.

6. Helps Designers and Creatives Do Better Work

Having a clear brand strategy is a bit like having a recipe when you’re cooking. The recipe tells you what ingredients to use and how to put them together.

Similarly, a clear brand strategy helps guide decisions when creating things like advertisements or social media posts. This guide helps you know what elements to include, like specific colors, words, or images, that match up with your brand.

With this strategy in place, deciding if a design or piece of writing is good becomes less about personal taste and more about if it fits the ‘recipe’.

Does it include the elements of your brand? Does it match up with your brand’s message? If yes, then it’s effective.

This makes decisions less about opinion and more about meeting clear guidelines. Just like a great recipe can result in a delicious dish, a strong brand strategy can help create effective and consistent marketing materials.

7. Gets Everyone on the Same Page

A well-defined brand strategy aligns the different people on your team and gets them to buy into the vision and values of your brand. This alignment is critical to the success of your organization.

It is like a rowing team: if anyone on the team tries to row in a different direction or falls out of rhythm with everyone else, it becomes hard to beat the competition.

In conclusion, a strong brand strategy is essential for creating a strong brand identity and achieving long-term success.

It helps you define your core values, identify weaknesses, filter out ill-advised ideas, create accountability, achieve laser focus in your marketing efforts, guide creative decisions, and get everyone on the same page.

Components of an Effective Brand Strategy

Just like people, businesses are all unique and have their own needs. This means that the way we create a brand strategy, which is the game plan for how a business presents itself, can vary.

For instance, when we worked with Factorion, a tech consulting business in the Netherlands, our plan looked very different from the one we would make for a huge, well-known company.

Despite these differences, there are some key things we always make sure to include when we help clients with their brand strategy.

1. Brand Vision

A clear statement of what the company stands for, what it wants to achieve, and who its customers are.

A brand vision is a critical part of any business’s brand strategy. A clear and concise statement of what your company stands for, what it wants to achieve, and who its customers are will be essential for helping you understand the direction you want to go in.

And also, how you can best connect with your target audience.

Your brand vision should be more than just a catchy slogan or tagline – it should give consumers an idea of your values, goals and beliefs. It should set out your company’s purpose and objectives while outlining the strategies that will help you reach them.

This statement should reflect what makes you different from competitors and should be expressed in ways that resonate with potential customers.

2. Core Values

The values that guide all decisions and help create consistency throughout the organization.

Core values are the beliefs and principles that guide an organization’s behavior, decision-making process, and culture. They provide a sense of direction for employees and serve as a tool for measuring the success of the company.

Core values can be used to differentiate a company from its competitors, help attract customers and create loyalty, and inspire employees to strive for excellence.

Core values should be more than just words on paper–they should be actively applied throughout the organization.

They should guide every facet of business operations including marketing, customer service, product development, management practices, hiring decisions, employee relations and more.

By establishing strong core values at the outset of any brand strategy, companies can ensure that their message is consistently communicated to all stakeholders.

3. Target Audience

Who your ideal customers are and why they should choose your brand over competitors’.

Knowing your target audience is a key part of any effective brand strategy. Your target audience should consist of those individuals who are most likely to benefit from what you offer and who have an interest in your products or services.

By understanding their needs, interests, values, and aspirations, you can create campaigns that speak directly to them and tailor your offerings accordingly.

Additionally, research into the competition can help you determine how to differentiate yourself from them by highlighting features and benefits relevant to your target audience.

It’s important to remember that while segmenting target audiences is essential for successful branding strategies, there will always be overlap between customer groups.

You should strive to make sure that all core messages reach potential customers in every segment so that everyone consistently has the right message.

4. Brand Promise

A message that speaks to your target audience and tells them what to expect when they interact with your brand.

Businesses need to create a message that speaks to their target audience and tells them what they can expect when they interact with the brand. This is known as a brand strategy.

A well-crafted brand strategy can help your business stand out in the crowd by communicating who you are, what you offer, and why it matters.

At its core, your brand strategy should be focused on telling customers what makes your business unique –– why they should choose you over others in the same industry.

Even though it’s often difficult to stand out from competitors, having a well-defined brand strategy will enable customers to easily recognize your business and become familiar with what you offer.

5. Look & Feel

Design elements are essential to capturing the essence of a brand identity. A well-designed logo, for instance, can easily become synonymous with a company or organization in the public eye.

It’s important to choose a logo that will represent the company accurately and be memorable for its audience.

Colors and font choice also play an important role in establishing a brand identity; specific colors can evoke different emotions in viewers and should be selected to convey the message that best reflects the organization’s goals.

Additionally, fonts used throughout all marketing materials should have similar qualities to create cohesive branding.

Images are another important part of the design that can make or break a brand identity; it’s essential to use quality images that support messaging while being aesthetically pleasing.

Transform your brand and products with the power of great design and copywriting. Humans are naturally drawn to beauty, and a well-crafted strategy will ensure that your brand identity aligns with your goals and the preferences of your target audience.

Let the creativity flow and watch your success soar!

Who Should Develop a Brand Strategy?

Creating a brand that commands respect and admiration requires more than mere wishful thinking; it demands a powerful brand strategy. Even small businesses can benefit from the advantages of brand thinking to gain a competitive edge.

While major corporations already recognize the importance of branding and brand strategy, some small businesses have yet to catch on. This presents a valuable opportunity for astute founders and CEOs to distinguish themselves.

At Courtney Kim Studio, we have experience working with both established businesses and early-stage startups to support them in developing and refining their strategies.

Whether you are a new business or an established one, developing a brand strategy can provide many benefits.

For early-stage startups, a brand strategy can help avoid costly mistakes, save time and resources, and facilitate approaching things from a fresh perspective.

For established companies, a brand strategy can help revitalize the business and enable it to remain relevant and competitive in an ever-changing market.

In short, investing in a strong brand strategy can help businesses achieve their goals and establish a lasting presence in the marketplace.

Do You Have a Brand Strategy?

Do you have a brand strategy established for your company? If so, what advantages have you experienced as a result of the process?

Or maybe you’re still researching the subject, trying to figure out the best way to move forward. Do you have any questions that I might be able to answer? I’ve run dozens of brand strategy workshops for clients I’d love to help if I can.

Or perhaps you disagree with something in this article. If so, don’t be afraid to tell me. I’d love to hear from you.

You can also read this article if you want to know more further about the importance of brand strategy.

Send me an email and I’ll get back to you as soon as possible.