The 3 Things Every Brand Strategy Should Include
Let’s be honest, most “brand strategies” are just a fancy moodboard
A few keywords. Some colours. Maybe a quote or a mission statement that sounds like a school project.
If that’s all you got from your last branding project, you didn’t get strategy. You got decoration.
A real brand strategy gives your business structure. It answers three key questions that most businesses skip, then wonder why their marketing feels random and their messaging sounds like guesswork.
Let’s fix that.
1. Who are you talking to?
If you don’t know your audience, your branding will either try to talk to everyone (and connect with no one) or talk to people just like you (which is fine if you’re your own best customer).
Every brand strategy should define your ideal client clearly:
Who they are
What they care about
What they’re struggling with
What they need to hear before they buy
This isn’t guesswork or good vibes. This is research. Interviews. Listening.
Without it, your brand becomes “just vibes.” And nobody’s paying J$300K for vibes.
2. What’s your position in the market?
You need to know where you stand; otherwise, you're just another option.
Your brand strategy should define your positioning. That’s the specific space your business occupies in the market.
Are you the premium service provider? The no-fuss alternative? The fast one? The one with better support?
If you don’t decide, your clients will guess. And they’ll usually guess wrong.
Positioning isn’t about hype. It’s about focus. You don’t need to appeal to everyone. You need to be clear enough that the right people recognise the value instantly.
3. What makes your offer different?
There’s always someone cheaper. Always.
What separates you from the next option can’t be price alone. It needs to be your value proposition, the specific combination of outcomes, experience, and delivery that makes you worth choosing.
This should be stated in plain, direct language. If it takes a paragraph to explain what you do, it’s too vague.
Make it easy for people to understand:
What problem you solve
How you solve it
Why your approach works better
Think of it like a business elevator pitch. But without the elevator or the pitch voice.
Bonus: Use it everywhere
A real brand strategy isn’t just a document. It’s the foundation of everything you create.
It shapes your design, your tone, your website, your proposals, and how your team speaks to clients.
If your designer, writer, and sales team are all guessing, it’s because the strategy is missing.
So what now?
If your current brand strategy doesn’t clearly answer those three questions, start there. You’ll write better. Sell easier. And stop wasting time explaining your value from scratch.
Stop guessing with your brand
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✓ Key questions to evaluate your brand
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