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What’s in a brand? The key elements of good brand strategy

Good branding is about much more than just a logo – even if the logo is mind-blowing. Here are some of the things that go into an overall branding strategy

Your audience

Who are you selling to? Whose pain are you trying to solve, and how? Where can you find these people, and what do they need? Getting to know your audience is the base level of a good brand strategy. After all, if you don’t know who you’re talking to, how do you know what you’re going to say to them? Take the time to research your ideal audience and really get to know their wants and needs. Then, design a brand strategy that’ll help to create an emotional connection to them, and show them why they’ll love you.

Values and vision

You’ve got your target audience locked down and you know what they want – but does it align with your brand and what you offer? Brand values are the principles you live and work by. They set the tone for what you do and how you do it. Your vision is how you want to change your little corner of the world. Take the time to get really clear on a few key things that your brand is all about, and make sure those things are reflected in everything your business says and does.

Your voice

Once you understand your brand’s values and vision, the voice should naturally follow. Think of some of the brands you’re most loyal to, or the biggest ones you can think of. You could probably pick one of their ads or social media posts out of a lineup, right? A large part of that is their voice, the way they communicate to their audience. A consistent brand voice that aligns with your values will create recognition in the mind of your audience – recognition that lasts.


You’ve launched a product with a minimalist and down-to-earth marketing strategy. Everyone loved it. Then, you launch your next product with an over-the-top advertising campaign featuring bold colours and celebrity influencers. Where does that leave the customers who loved your first product launch? We think they’d be very confused – and probably unsure that you know what you’re doing. Consistency in your brand strategy is critical. Brand loyalty is built when customers get the same great experience with your brand every time. Don’t give your audience a chance to forget you. Be memorable, but be consistent.

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