Establishing a Brand Strategy

Establishing a Brand Strategy is to develop a brand strategy that is creative, systematic, appeals to customers’ emotions and reason, and reflects deeply on your business objectives.

Part of Establishing a Brand Strategy is to define your brand’s mission should be clear, concise, and memorable. It should also be something that you and your team can be passionate about.

• Communicate the purpose and philosophy behind the customer experiences you create.


• Consider what inspires you to develop this brand, what impact you want to make, what experiences you want to enable for customers, and what practical role you want your brand to play in their lives.

Define your brand’s vision.

• Describe your long-term goal for what your brand will become, the presence it will have in the world, and what it will accomplish.


• Write as though there were no barriers or limitations.

Identify your brand values.

Your brand values should be authentic and consistent with your brand’s mission. They should also be something that you can live up to in your business practices.

Once you have identified your brand values, you can use them to guide your decision-making and create a brand that customers can trust and relate to.

• Name and define the values that you share with your ideal customers.


• Examples: empathy and compassion, passion and enthusiasm, tenacity and stamina, trustworthiness and integrity.

Determine your brand positioning.

• Craft a brand positioning statement that distinguishes your brand from others in your industry and captures your target audience’s attention.


• Format: [audience] will choose [product] to experience [benefits and outcomes], because [audience’s beliefs].

Develop your brand voice.

Some brands have a more formal and authoritative voice, while others have a more casual and friendly voice. Some brands are known for being witty and humorous, while others are known for being serious and thoughtful.

Your brand voice should be consistent with your brand’s overall identity and should help you to connect with your target audience on an emotional level.

Once you have developed your brand voice, you can use it to guide your communication with customers in all channels, including your website, social media, marketing materials, and customer service interactions.

• Determine how you will use language to communicate your mission, values, and personality to the world.


• Consider what you want your brand to be known for, what adjectives you want customers to use to describe your brand, how you would describe your brand’s personality, and what tone, words, and phrases your brand would use.

Design your brand’s identity.

• Gather all of your previous work to design a brand identity that includes all sensory experiences associated with your brand.


• Consider how different design elements can represent your brand’s mission, vision, and values, correspond to your brand voice, and evoke the emotions you want customers to experience.


• Work closely with your creative team to finalize your brand’s identity.

Create your brand guidelines.

Brand guidelines are important because they help to ensure that your brand is presented consistently across all channels and touchpoints. This helps to create a strong and memorable brand identity for your customers.

• Develop definitive instructions, parameters, and standards that determine how you present your brand and everything it stands for to the world.


• Specify practices such as when and how to use your logo, messaging guidance, editorial guidelines, social media and website layout options, and paid ad display options.


• Compile the brand guidelines in a single document, slide deck, or booklet and distribute it to everyone throughout your business.