What is a brand strategy and why do you need it?
What Is A Brand Strategy
and Why Do You Need It?
How many times have you tweaked your logo or changed the colors on your website, only to feel like something is still off?
I see you over there, struggling to grow your business, unsure of what to do, and feeling overwhelmed by all the things. But tweaking your brand design (again) won’t solve the problem. In fact, you're avoiding the hard work by focusing on this instead. Trust me, you’re not the only one!
If you’re feeling confused and stuck trying to grow your business, it’s not because the colors of your brand aren’t just right. The real issue is likely a lack of a clear brand strategy as a foundation for your marketing and growth efforts.
This is for you if you:
Feel confused and scattered in your brand
Need help making sense of all the thoughts in your head
Aren’t seeing the growth you want in your brand
Why You Need to Start with Strategy
Many business owners struggle to market and grow their businesses. They take the right steps but don’t see significant progress. The common thread? They aren’t focusing on the right thing.
Instead of thinking about the purpose of their brand and what they are trying to achieve, most business owners start with the design because it’s more fun to focus on the pretty stuff.
But here’s some tough love: You can’t market anything well until you know what it is you’re trying to market.
It doesn’t make sense to invest time and money into a brand or website design without first developing a clear brand strategy. Otherwise, your brand and website won’t work as well, and you’ll end up having to tweak them again and again.
That’s why I recommend starting with the brand strategy first.
By approaching your marketing with a strategic foundation, you are more likely to get the results you need and grow your business. Any marketing tactic will work well if it is executed with the right strategy behind it. You can’t just copy and paste a surface-level marketing technique and expect it to work. You need depth behind it to reach the right audience.
By defining this foundational strategy for your business, you will be able to better understand and communicate your message to the right person. You’ll have a guide for the rest of your business growth, marketing, and decisions, keeping you on track instead of wavering inconsistently. This process is repeatable and can be applied to each of your offerings as you shift, pivot, or evolve in your business.
The Industry is
Teaching You the Wrong Way
I don’t blame you for focusing on the look of your brand first. The industry often emphasizes design over strategy, leading you to hope and pray your marketing efforts will work and your pretty logo will get you by.
But when you take this approach, you end up with an inconsistent brand and confusing messaging. You’ll change your fonts and colors with the latest trends, and your messaging will be all over the place because you don’t have a grounded strategy to pull it all together.
That’s why I believe we should approach it the other way around—by establishing your strategy first so it can guide the rest of your brand and marketing and be much more effective.
What is a Brand Strategy?
So, I’ve probably convinced you that a strategy-first approach to building your brand is the way to go, but what exactly is a brand strategy and where do you start?
There are 8 components of a fully developed brand strategy. You need all of these pieces to work together to connect the dots with the rest of your brand and marketing.
Here are the 8 components:
Market Research:
Make decisions based on actual research instead of assumptions about what people want and need.Target Market:
Identify who you serve and the problem they are facing.Brand Purpose + Promise:
Define your brand purpose in a clear and concise statement with maximum impact, outlining the results or transformation you provide.Brand Offerings:
Describe how you provide those results.Customer Journey:
Map out your customer journey to guide them to the success they are looking for.Brand Positioning + Differentiation:
Define what makes your brand unique and how it speaks to your customer.Brand Voice and Personality:
Establish the right brand voice and personality to communicate effectively with your audience.Brand Message:
Create memorable content through storytelling and messaging.
How to Jumpstart Your Strategy
I know it can feel overwhelming to nail down all these aspects of your brand strategy, but once you do, you will have so much confidence and clarity in growing your business.
You’ll know, without a doubt, who you are serving, what results you are providing for them, and how to communicate with them. Every time you write an email, schedule a social media post, or start a conversation about your brand, you’ll know what to say and stay focused for more growth.
The best way to jumpstart your strategy is by answering these three core questions:
Who does your business serve?
Knowing exactly who you’re speaking to will help you understand what you need to communicate about your brand to convert them to paying customers.What results or transformation do you provide?
Define the core result or transformation you aim to provide.How do you provide those results?
Explain how you package your results into products or services that people can buy.
Even if it feels like too much to tackle or a struggle to get it out of your head, the key is to start here. Before you try to build your email list, create another lead magnet, spend money on paid ads, hire a copywriter or designer, or develop a new website, figure out your brand strategy. You owe it to yourself and your business to spend time working through this first, and the rest will fall into place more naturally.
Ready to transform your business from chaotic to strategic? At Your Business Bestie, I specialize in helping female entrepreneurs like you build a solid brand strategy that drives growth and success. Imagine having a clear, cohesive plan that aligns with your goals and resonates with your target audience. No more second-guessing or endless tweaks—just a confident, strategic approach to growing your brand. Let’s cut through the confusion and create a roadmap tailored to your unique vision. Book a call with me today, and together, we’ll turn your brand into a powerhouse of purpose and profit. Your best business decision yet is just a click away!