Why is Brand Strategy So Important? (Pt. 1)

Originally posted February 2023.

Brand strategy is a long-term plan designed to help your business achieve specific goals by defining and communicating its unique identity. It encompasses your business’s purpose, core values, target audience, and positioning in the marketplace. A strong brand strategy aligns your business efforts, builds trust with your audience, and ensures consistency across all touchpoints.

Unfortunately, many entrepreneurs and small business owners don’t have a brand strategy or even fully understand what it is. This is why I’m dedicating this post—and its sequel—to breaking it down and explaining why it’s crucial to your success. 

Let’s dive into the topic:

During the pandemic, I noticed so many people making the same mistakes when it comes to their brand and understanding brand strategy. These mistakes often stem from a lack of knowledge about how important it truly is.

Having a roadmap and a strong foundation is essential for every business. Without a solid brand strategy—and the skills to execute it—you’re setting yourself up for unnecessary challenges and potential failure.

How many of you have a business plan?

I get it—brand management can be overwhelming. But that’s why I’m here to help. Plus, Google is free, so there’s plenty of information at your fingertips to get started.

When it comes to creating a detailed brand strategy, it’s important to understand your core essence—what makes your business stand out and thrive.

Grab a notebook and pen because this is where it gets serious. Let’s break it down.

Why Is Brand Strategy So Important?

A brand strategy helps you define the core elements of your brand and your business.

At its heart is your core brand idea—a simple concept that embodies your beliefs, values, and essence. This is the foundation of everything you do. It’s the reason your brand exists and serves as the compass for your business decisions.

Here are some essential questions to answer when building your brand strategy:

• What are your business goals?
• What is the mission of your business?
• What is your vision?
• Who are your competitors?
• What is your competition strategy?
• Who is your audience?
• What is your audience strategy?
• How will you reach your audience?

Answering these questions will help you articulate your brand to potential clients and investors. They also give you and your team a clear understanding of your brand’s components, ensuring everyone is aligned.

Differentiation and Brand Positioning

Knowing what makes you different is a key element of brand strategy. For me, my ability to connect with people and truly understand their needs sets me apart.

What makes you different?
How will you stand out to your audience?

When you discover the unique “superpower” of your brand—what makes it special—you’ll be able to position yourself effectively in the market. This is what we call brand positioning.

Brand positioning is all about finding the right place for your business. It’s how you relate to other businesses in your industry and how you communicate what makes you stand out.

Take Rihanna’s lingerie brand, Savage x Fenty, as an example. She created a brand that showed us exactly how she was different from Victoria’s Secret and other lingerie brands.

Your audience should immediately recognize why your brand is different from competitors and why they should choose you.

Key Questions to Reflect On

• What do you want to be known for?
• Why should people choose your brand/business?
• How will you serve your customers in a unique way?

The answers to these questions need to be woven into every aspect of your business. They form the foundation for clear messaging, effective marketing strategies, and successful sales efforts.

I hope these insights and questions inspire you to start thinking more deeply about your brand strategy. In the next post, we’ll dive even further into this topic to help you refine and strengthen your approach.

For now, I’ll leave it here. Stay tuned for Part 2 next week!

Be sure to follow, comment, and reach out if you have any questions.