Brand Strategy

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A brand strategy is a framework that determines how businesses present themselves to customers and stand out among competitors. Your business’s brand is more than just its name, logo, fonts, and colors. It involves defining the brand’s values, messaging, positioning, and target audience, as well as determining the methods and channels used to communicate the brand to its audience.



An essential component of creating a brand strategy is to define the brand’s values and messaging. This is about figuring out the core values and unique qualities that make your brand what it is. These values should reflect the company’s mission and purpose and should be present in all its messaging, products, and services. The messaging should clearly communicate the brand’s value proposition – the benefit or promise the brand provides to its target audience – and should reflect the brand’s tone of voice, which is the style and personality of its communication.


Identifying your target audience involves understanding who your brand is trying to reach and what their needs are. Knowing your target audience allows you to tailor your messaging, products, and services to meet their needs and provide value.


Establishing your brand positioning is all about defining how your brand is different from the competition and what makes it unique. Your brand positioning should reflect your value proposition and target audience and should be communicated in a way that resonates with them. It should be reflected in all aspects of your brand, from your products and services to your marketing and communication.


Once you’ve established your brand positioning, the next step is to determine your communication methods. This involves choosing the channels and tactics you’ll use to reach your target audience, such as social media, advertising, events, and strategic partnerships. The choice of communication methods should consider your target audience’s preferences and behaviours, as well as your brand’s goals and budget. It’s also important that these methods align with your brand’s tone of voice and messaging to create a consistent brand experience.


A brand is only as good as its content! Copywriting considers brand personality, tone of voice, SEO, keywords, and compelling information to engage the reader and convince them to take a certain action. It’s how your brand strategy comes to life on your website and all your sales and marketing assets and communications. Consistency is key to building a strong brand and creating content that converts is essential to a brand’s success.


There are several different types of brand strategy, each with its focus and goal.

  • Rebranding – updating a brand’s image to better align with its goals or market.
  • Brand positioning – defining how a brand is unique and different from competitors.
  • Brand extension – expanding a brand into new product categories.

So, if you’re looking to enhance your brand and take your business to the next level, consider developing a strong brand strategy. By following these steps and embracing the right type of strategy for your business, you can create a brand that sets you apart and drives success for years to come.

Lindsay Viscount | CEO, Creative Director at Longevity Graphics

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