Brand Strategy

Your Brand Strategy sums up why your business exists beyond making money. It defines what it is that makes your brand what it is, what sets it apart from the competition and how you want your customers to perceive it.

It should encapsulate the problems you are trying to solve in a way that will instantly resonate with those who have suffered them. So that, by the time it hits shelves and social media platforms, the hard work has already been done. ‘Soap does make my skin dry,’ they’ll think to themselves. ‘I do deserve a little indulgent treat everyday!’

After all, if you can’t clearly pinpoint what makes your brand different, how will anyone else?

Your Brand Strategy should never leave anybody wondering ‘so what?’

It should leave them thinking, ‘of course!’

The best brand strategies truly understand their audience. They understand them in a way that they may not even understand themselves. They get under the hood of what makes them tick; what motivates them, what turns them off, and what they’re likely to shout about. They know that a transparent soap isn’t enough to win them over and convince them to forsake all others.

• They put their customer at the heart of their brand and they empathize with them
• They make their brand values clear
• They encourage their customer to share their values
• They know exactly who they are and they don’t pretend to be anything they’re not
• They alleviate their customer’s pain points
• They have a distinct tone of voice that resonates with their target audience

'You realize you’ve been ripped off since puberty for overpriced razors.” Don’t fret. From only £9 a month (that’s the price of a mocha chocolate latte), free postage and no hidden costs - you can’t go wrong.’

So, in a sentence: Your brand strategy should clearly sum up why your brand exists, it should authentically empathize with your target audience, it should solve their pain points in a personalized way and it should be the foundations for how you communicate both visually and verbally.