What is Brand Strategy?

A brand strategy is a long-term plan for developing a successful vision that fulfills a company’s goals. A strong strategy acts as a supportive framework and a guidepost for the decisions that employees and partners will make along a company’s journey. It is a north star that can be referred to help inform the future.

I have worked closely with founders and partners to provide research, observation and insight while defining strategies to shape future decisions. The goal of a strategy is not to control what people think; it’s a guide for for how a brand can show up authentically and consistently across all opportunities.

Once a strategy is developed, it is shared amongst stakeholders and used to inform the things that give a brand it’s look and feel and customer impression. Strategies are not public-facing; brand touchpoints are.

In this section I have included examples of strategic planning communication that has informed how a brand has “shown up” in the world.