Hestory
How much does branding cost in the UK?
Men from MarsWhat brand strategy covers
Brand strategy is the thinking that sits underneath your name, identity, website and marketing. It decides what you stand for and who you are talking to, so every later choice has something to be measured against.
- Audience and market research
- Positioning: where you sit and why you are different
- Messaging and tone of voice
- Brand architecture for companies with more than one offer
- Naming, when a new name is needed
Strategy first, design second
Teams that skip strategy tend to redesign again within a few years, because the identity was built on opinions rather than a clear position. Starting with strategy means the identity, the website and the campaigns all pull the same way.
If you want to understand the difference before you commit, read brand strategy vs brand identity.
Guides to get started
Our brand strategy guide explains the process, the brand strategy template gives you a one-page framework to fill in, and the positioning statement guide shows how to put your position in one sentence.
Frequently asked
What is brand strategy?
Brand strategy is the plan for how your business is perceived. It covers your audience, your position against competitors, your message and your voice. Design and marketing then express that plan.
How long does a brand strategy project take?
It depends on the size of the business and how quickly feedback moves, but expect several weeks rather than days. We agree the timeline when we agree the scope.
Do I need a brand strategy if I already have a logo?
Often yes. A logo is one expression of a brand. If you cannot explain in a sentence who you are for and why you are different, a strategy will make the logo and everything else work harder.
Can you do brand strategy without a full rebrand?
Yes. Some businesses only need clearer positioning and messaging, and keep their existing identity. We will tell you honestly which one you need.
From the journal
Brand Archetypes Explained: The 12 Types, With Examples and How to Choose Yours
Archetypes are a way of giving a brand a personality people recognise straight away.
Brand Messaging Framework: How to Build a Message House (With a Template)
A messaging framework is one agreed structure for what your brand says: the main idea, the points that back it up, and the proof behind those.
Brand Story Examples: What a Great Brand Story Looks Like and How to Write Yours
A brand story is the account of why a business exists, what it believes, and why that matters to the people it serves.
Brand Strategy Template: A One-Page Framework You Can Fill In Today
A brand strategy doesn't need to be a 60-page deck. For most businesses one page that answers the right questions is far more useful, because people will actually read it and use it.
The Brand Strategy Toolkit: Frameworks, Templates and Guides in One Place
Brand strategy is the thinking that decides what a brand stands for and how it's going to win.
Brand Values Examples: How to Define Values Your Business Actually Lives By
Brand values are the principles a business uses to make decisions: what it'll do, what it won't, and how it treats people.
Explore our other services
Want a clearer brand direction?
Book a free consultation and tell us where your brand is today. We will tell you whether strategy, identity or both would help most.