So, what are brand strategy and brand identity, anyway?


When many of us think about branding, we visualise logos, websites and pretty colours. And while those are all crucial components of a brand, they don’t cover the deeper stuff, like perceptions and planning.

In this article, we’re breaking branding down by shining a light on what brand strategy and brand identity actually are; in simple terms that make sense for your company.

Discover what these terms mean and more importantly, why you should pay them some serious attention (if you mean serious business, that is!).

What is brand strategy?

Brand strategy is the thinking part. It’s a big picture, long-term plan of action that reinforces your desired market position: the what, how, who and why of all you do.

We’re not talking marketing fluff here. This is all about translating the intangible stuff, like perceptions and emotions, into practical decisions about design, messaging, targeting and more.

Your brand strategy guides the way your business interacts with customers, so it should involve conveying what you stand for through mission, values and vision statements. You want ideal customers to know exactly what to expect when they interact with your brand – and ideally, feel warm and fuzzy about it!

Why is brand strategy important?

If you’re eager to turn your business into a recognisable and highly regarded brand, then a carefully considered brand strategy is essential. It’s an especially exciting opportunity for smaller businesses that are looking to gain a competitive edge amongst a sea of similar firms that haven’t yet cottoned on to the concept.

No strategy means no direction. But with a clear plan, you and your team can enjoy greater focus, accountability and alignment that will translate into a rock-solid connection with your customers.

What is brand identity then?

Your brand identity should reflect your brand strategy, so once you’ve laid that foundation, you’re ready to start visually representing it in a way that will resonate with your target audience.

This bit is all about distinguishing your brand in consumers’ minds by showcasing the special sauce that sets you apart!

Crafting a brand identity includes designing a logo and choosing fonts, colours and imagery that are both memorable and unique to your brand. These elements will then be applied to marketing collateral, sales presentations, packaging designs, your website, social media content and even your company’s office space (unless that’s your employees’ homes #newnormal).

Why is brand identity important?

Brand identity drives recognition, trust and loyalty. It presents your brand in a visually engaging way that creates a story and builds a connection with your customers.

We know your biz has personality, but do your ideal customers? By creating an accurate brand identity, you’re showing people who you are and hitting them right in the feels (which is important because 95% of purchasing decisions are subconscious).

A solid brand identity attracts more of the right customers who are happy to spend more of their moolah. Just think about how Apple charges a premium for products that aren’t technologically much different to the competition.

The power is in the perception.

Be more Amazon

A strong brand comes with plenty of perks. It will differentiate your business, boost word-of-mouth marketing, generate customer loyalty and allow you to command premium pricing for your products or services.

As Jeff Bezos once said;

Your brand is what people say about you when you’re not in the room.

What do you want potential customers to whisper (or shout!) behind your back so they ultimately say “yes” to your face?

If you’re not sure how to make that happen, get in touch today.


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