7 Key Elements of Brand Strategy

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Steve Roberts

Business Owner


November 2023

Does your business need a brand strategy and how do you develop one? Let’s explore this topic in more detail below:

What Is Brand Strategy?

Brand strategy encompasses a segment of a business blueprint detailing the methods through which a company intends to establish a strong connection and positive perception within the market. Its primary objective is to create a lasting impression on consumers, enticing them to choose your business over competing options.

Elements in Brand Strategy:

1. Purpose
2. Promise
3. Positioning
4. Target Audience
5. Values
6. Voice and Messaging
7. Visual Identity

Brand Design and Strategy
brand design and strategy

Breakdown of Brand Strategy

Developing a robust brand strategy involves several crucial elements that collectively define and guide a brand’s identity, positioning, and communication. Here are seven key elements:

1. Brand Purpose: This defines why the brand exists beyond making a profit. It embodies the brand’s reason for being and its impact on the world. A clear brand purpose helps in creating an emotional connection with the audience.

2. Brand Promise: This is the commitment a brand makes to its customers. It encapsulates the primary benefit or experience that consumers can expect every time they interact with the brand. It should be both meaningful and achievable.

3. Brand Positioning: This determines how the brand is perceived in the market compared to its competitors. It involves identifying and communicating what sets the brand apart, its unique value proposition, and the specific niche it occupies in the minds of its target audience.

4. Target Audience: Understanding the specific demographics, psychographics, and behaviors of the ideal customers is crucial. A brand strategy should clearly define the audience segments the brand aims to serve and tailor its messaging and offerings accordingly.

5. Brand Values: These are the core principles that guide the brand’s actions and decisions. They reflect what the brand stands for and believes in. Communicating these values helps build credibility and trust with the audience.

6. Brand Voice and Messaging: Consistent communication is vital for a brand’s success. Establishing a distinct brand voice and messaging strategy ensures that all communication—whether written, visual, or verbal—resonates with the target audience and reflects the brand’s personality and values.

7. Brand Visual Identity: This includes the visual elements that represent the brand, such as the logo, color palette, typography, imagery style, and design elements. A cohesive visual identity is essential for creating a recognizable and memorable brand.

These elements collectively contribute to a brand’s strategy, guiding its direction, communication, and interaction with its audience. Each aspect should align cohesively to create a strong, unified brand identity.