Brand strategy

brænd ˈstrætəʤi

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Brand strategy is the long-term plan for how your brand will be positioned, perceived, and experienced. It connects your business goals to your brand identity, message, and customer experience.

Why it matters
Without strategy, brand decisions are scattered and reactive. Strategy gives your brand coherence, direction, and staying power.

Analogy:
If branding is the face, strategy is the skeleton underneath holding it all together.

See also
Brand architecture • Brand positioning • Differentiation