Definition: Brand Strategy

A brand strategy is the conscious differentiation of a business from its competitors with a compelling plan for how to stand out in a crowded marketplace.

This overall strategy includes traditional visual brand identity assets such as the company name and logo, as well as more intangible elements, such as brand values, brand story, positioning and audience, marketing strategy, messaging and tone.

A strong brand strategy is essential to differentiate a business from its competition and build customer loyalty. When done correctly, brand strategy can also help to increase brand awareness, drive sales and build long-term customer relationships.