what brand strategy means
and why it’s important for your success
Since you’re an entrepreneur, you already know how important branding is when it comes to building a profitable and impactful business. (If you don’t, click here to read 8 reasons why branding matters!) But what does brand strategy mean? How do you use a brand strategically? And how is it different from your business or marketing strategy? Let’s start from the top!
Your brand is how people feel about you (e.g. “Asia Dore is cool, funny, drop-dead-gorgeous, and humble”). But when you’re an entrepreneur building a brand, it’s also important to add some specificity to those feelings so that you start to become known not only for who you ARE, but also for what you DO (e.g. “Asia Dore is a cool, funny, drop-dead-gorgeous, humble brand strategist”).
But it’s not enough to just TELL you I’m cool, funny, and drop-dead-gorgeous, is it? Especially if we just met, you’re gonna be like who the hell does this chick think she is?! I can’t just say it for you to believe it – I have to take action. I have to say and do the things that make you feel how I want you to feel. I have to actually BE cool and funny. I have to SHOW you I’m drop-dead gorgeous. I have to EMBODY my humble-ness.
This is where your brand strategy comes in.
What does brand strategy mean?
Your brand strategy bridges the gap between what you want your brand to be and what your ideal client actually perceives. It clarifies in the simplest and boldest terms exactly what you do, who you do it for, how you do it differently, and why your work matters – and then acts as your guiding light when you put those ideas into action.
Basically, it gives you a plan for HOW to become known for the thing you want to become known for.
How do you use a brand strategically?
Your brand strategy is your North Star when it comes to doing business; it gives you a guideline for how you can best show up in the world to create the kind of impact you want to make.
Developing a brand strategy means your actions will be in alignment with your goals because it defines who you’re helping, how you’re helping them, and what makes you uniquely qualified to do so. I wrote an entire blog post about how to utilize your brand strategy – click here to read it!
When people talk about brand strategy, do they mean something different than a business or marketing strategy?
These three types of strategy are different, but they’re also intertwined, which can get confusing! You need all three for a successful business, but here are the main differences:
Brand strategy means the actions you take that help you become known for a very precise thing in the brains of your ideal clients. This is where you differentiate yourself from your competition and position your business as the unique solution to a specific problem.
Business strategy is your technical plan for how all the parts of your business come together to form a cohesive whole. This is where your business model comes in, as well as your plan for revenue, growth, and profit.
Marketing strategy is all about where and how you’re going to talk about what you do. This is where you decide how you’re going to bring new clients into your business, and what kind of content and/or tactics are going to get the attention of your target audience.
I hope this helped explain what brand strategy means and you have a better understanding of why it’s important for entrepreneurs like you who want to use their unique skills in a very specific way. Which strategy do you need to focus on in your business right now: branding, business, or marketing? Tell me in the comments below!