What is brand strategy?

Your brand strategy can be defined as the long-term vision for the development of your brand, in order to achieve specific and measurable goals. A well-defined and well-executed brand will affect all areas of a business, and is intrinsically connected to customer needs and the competitive environment.

Why is brand strategy important?

The benefits of having a brand strategy are far reaching for both you and your customers, and the following are just a few reasons why you should invest in defining your brand.

• The obvious reason is that a brand helps distinguish you from your competition and makes you more recognizable to customers.
• Your brand strategy also dictates your marketing strategy. It provides a clear purpose for why you are engaging customers and how you are doing so.
• Having a cohesive brand strategy helps you communicate with your customers more clearly. The more consistent your messaging, the more likely you are to attract and maintain loyal customers.
• Not only does it provide consistency for your customers, but it provides focus for employees. A clear brand vision helps make sure everyone is working towards the same objectives.
• And finally, a strong brand can help attract high caliber talent.

At the end of the day, branding saves you money, not costs you more. So while as a start up, the investment might seem hard to make, in the long run, your brand will prove to be invaluable.

When should I rebrand my business?

Some brands are created from scratch, as a new product or service enters the marketplace. Most companies and organisations have a brand in some form or another. The questions to ask yourself are;

• Does your current brand reflect the company that you are aspiring to be?
• Does your current brand position you correctly in the market?
• Does your brand ooze credibility and demonstrate the value you offer?
• Does your brand have a consistency of message across all promotional activity?
• Does your brand standout positively against your competition?

How can we help?

Elephant Digital can provide the development of your brand strategy as part of our full brand creation/rebrand project, or as an isolated exercise. We will work with you to understand the purpose behind your brand. Through a series of workshops we will define your brand strategy. This will form the foundation of the new brand identity.