Poor Brand Strategy — Part 1
Building your house on a poor foundation could be as worse as not having a foundation in the first place. The same thing applies to brand building.
Brand Strategy is the pillar upon which every decision you make for your brand is built and when it’s not done right or not done at all, it usually results in bad branding, not attracting the right customers, and not being able to price your products or services at the price you want.
A brand strategy is not just a name or a product, it is what gives a company or product a soul, personality, and competitive advantage.
The name, the logo, and the visual identity design are parts of the brand, but just parts of it. We need to define what the brand means, why it exists, whom it’s for, and how to win the battle over the competitors
The brand’s deepest values and beliefs must be reflected on all touch points to create recognition. So, never constrain your brand by creating a visual identity before doing brand strategy.
The goal of brand strategy is to get a total overlap between how the brand wants to be perceived and how the ideal customer perceives the brand.
In my subsequent posts, I would do a case study of the strategy that brands we encounter in our everyday lives (such as Apple, Coca-Cola, and Google) are built upon, as well as how to rightly do brand strategy. So stay tuned.
