Brand Strategy 101

Have you ever noticed that your brand was all over the place? Or event yet, noticed that your marketing pieces don’t coincide with another and don’t fully represent who you are and what you do. Before we get into the building blocks of branding. Let’s first discuss what brand strategy is and why it is important.

What is Brand Strategy?

Creating a brand strategy for your company is more than just the visuals, like logos or color theme. It is how your business is viewed and the experience your customers have with service, product, and the company overall. While a brand strategy does include your logo, slogan, and color theme, it also conveys what you stand for, the promise you are making, and the interaction you have with customers.

To have a successful company and to stand out among the rest, you must market your company with a specific image while keeping in mind both current and potential customers. Having these unique selling points about your company is a way to set yourself apart from the competition. When creating your brand strategy, communicate why customers should choose you. A company that creates a strong bond and loyalty with its customers has the opportunity to stand out and grow.

Before you start creating your brand strategy, we are letting you know some components of creating the perfect brand strategy for your business.


When planning your brand strategy, know who your audience is and who you want them to be. By knowing whom you are already targeting, it can determine how you target new audiences in new areas and new demographics. Tailor your messaging to fit the minds of those that are reading your material.


Do you know who your biggest competition is? By spending some time seeing what strategies your competitors are implementing into their brand, you can possibly see why customers choose their product or service. By doing this, you are learning from your competition and how they connect with their target audience and stick to their brand strategies.


Every time you post a picture, you have to think about how will this picture enhance my company and does it fit in with the companies overall strategy. By building a recognizable element to your brand, your company’s brand will flow consistently together without loosing the attention of your audience. To create consistency, start by choosing a color scheme that will allow you to position products in a certain way or even have your pictures look cohesive.

These are just some of the ways you can create your brand strategy that will help your company stand out. It is highly recommended that you also create goals around your business, and then develop a brand strategy around them to accomplish each goal.

Need help creating a complete brand strategy for your business? Big Marlin Group has created brand strategies for new and established businesses to help them not only create a consistent look, but to also help them re-brand themselves. Give us a call today to learn more about how we can help with your brand strategy.

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