Brand strategy is the intentionally crafted plan used to influence the perception of your brand in the minds of your audience by turning your business into a brand with its own personality, character, heart, mind, and soul.

Just like how human morals, values, and personal beliefs define our boundaries as humans, brand strategy provides your business with the parameters for your business to exist and thrive in.


There are 14 elements that create a solid brand strategy.

  • Goals
  • Values
  • Purpose
  • Personality
  • Positioning
  • Mission/Vision
  • Brand promise
  • Brand keywords
  • Target audience
  • Target audience
  • Brand adjectives
  • Brand voice/tone
  • Competitor analysis
  • Target audience research

They are forever evolving and working together to make your brand it’s own unique person (entity). Brand strategy should grow with your business as it matures and becomes more of what you have envisioned it to be.


  1. Clarity
  2. A direct plan to executing your vision
  3. Differentiation from your competitors
  4. Ease in fulfilling your brand’s purpose
  5. Increased customer loyalty and retention


The quickest and easiest way to get started is to stop what you’re doing right now and ask yourself these two questions:

  1. why does my brand exist?
  2. what is the vision for my brand?

Next, you can do one of two things:

  1. hire a brand strategist
  2. do it yourself

Creating a brand strategy doesn’t have to be daunting. All you need is a strong vision and the rest will follow.

To start you off on your branding strategy journey, I created The Ultimate Brand Strategy Checklist.

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