What Is Brand Strategy and Why Is It So Powerful
Let me tell you a story…
Imagine a smoky wood-paneled conference room. Five men in smart suits sit around a table with a slide projector in the middle. Atop the machine is a finned plastic container that looks like a donut or a bundt cake. A sixth man is standing and begins a pitch.
Technology is a glittering lure, but there’s the rare occasion when the public can be engaged on the level beyond flash, if they have a sentimental bond with the product.
My first job, I was in-house at a fur company with this old pro copywriter—Greek named Teddy. And Teddy told me the most important idea in advertising is “new.” Creates an itch. You simply put your product in there as a kind of calamine lotion.
But he also talked about a deeper bond with the product. Nostalgia. It’s delicate, but potent.
Courtesy of Lions Gate Entertainment, Inc.
Of course, I’m describing an iconic scene from the TV show Mad Men, in which Don Draper, creative director of Sterling Cooper, a mid-level advertising agency on the rise, vying for Kodak’s business.
Draper weaves a story about technology, newness, and nostalgia. As he clicks through a slideshow of his family on the screen, he channels the desire—no—need of everyone, i.e., consumers, to be loved and how the power of memories can take us there.
Teddy told me that in Greek “nostalgia” literally means “the pain from an old wound.” It’s a twinge in your heart, far more powerful than memory alone. This device isn’t a spaceship. It’s a time machine. It goes backwards, forwards. It takes us to a place where we ache to go again.
It’s not called the Wheel. It’s called the Carousel. It lets us travel the way a child travels. Round and around and back home again, to a place where we know we are loved.
This isn’t brand strategy. However, it is an excellent illustration of how using insights about an audience and the uniqueness of your brand can create a powerful emotional connection. You see, one of Don Draper’s gifts is his instinct about people. He can immediately get deep into a single person’s heart and manipulate them, and he can also apply that skill to audiences. It’s about understanding what makes them tick, what they care about, and then combining their desires with whatever is unique about the brand. (Ironically, in the show, he knows himself the least.)
What is brand strategy? It is identifying the intersection of these two circles of the Venn diagram and finding the emotional truth therein.
Understanding the essence of brand strategy
In Alina Wheeler’s seminal book on brand identity called Designing Brand Identity, she emphasizes that:
Effective brand strategy provides a central, unifying idea around which all behavior, actions, and communications are aligned. It works across all products and services, and is effective over time. The best brand strategies are so differentiated and powerful that they deflect the competition. They are easy to talk about, whether you are the CEO or an employee.
Wheeler goes on to say that brand strategy is deeply rooted in the company’s vision, which is aligned with its leadership and employees, and encapsulates a deep understanding of the customer’s perceptions and needs.
A brand strategy enhances the connection with ideal customers by clearly defining the brand’s value proposition and ensuring the messaging resonates with their needs, preferences, and desires. It streamlines marketing by creating a cohesive narrative across all channels, making it easier to communicate the benefits and unique selling points of products. Furthermore, a solid brand strategy amplifies brand awareness, setting a foundation for consistent and memorable brand experiences, which fosters recognition and loyalty among the target audience.
The core elements of an effective brand strategy
There are five essential elements of brand strategy:
- Brand purpose and mission
- Consistency in messaging and design
- Emotional connection and storytelling
- Employee involvement and brand advocacy
- Competitive awareness and positioning
Brand purpose and mission
All good brands must exist for some reason beyond just the financial aspect. No consumer will have any affinity with a brand that’s only out to make money. Instead, the brand needs to have a higher purpose—a reason for being that is greater than themselves. Simon Sinek’s Start with Why is a great primer on why brand purpose is necessary.
A brand’s purpose is then distilled into a succinct statement that acts as the brand’s mission. It is the unifying internal rallying cry for employees so they can share a common purpose.
Branding is consistency in messaging and design
Target’s brand is very consistent with its white and red color palette.
Keeping the message and design consistent is critical to making a brand stand out. This means always sharing the same core message and look, which helps people recognize and trust the brand. It’s like they’re getting a note from a familiar friend. This builds a strong, trustworthy brand image that people can easily remember, connect with, and love.
Emotional connection and storytelling
Nike celebrates the athlete in all of us.
Creating an emotional connection and weaving compelling storytelling into the fabric of a brand goes beyond mere transactions; it invites the audience into a narrative that resonates on a personal level. Through stories, a brand can illustrate its values, mission, and the impact it aims to have in the world, making its purpose relatable and its vision inspiring. This narrative approach fosters a deeper bond with the audience, turning passive consumers into passionate advocates. Engaging storytelling not only captivates but also enriches the brand experience, ensuring that every interaction is meaningful and memorable.
By integrating authentic stories into the brand strategy, companies can give light to the human element of their brand, making it more accessible and emotionally appealing to their audience.
Competitive awareness and positioning
Understanding the competitive landscape and strategically positioning the brand within it is crucial. It involves recognizing where your brand stands in relation to competitors and identifying what makes your brand unique through techniques like SWOT analyses and competitive audits. This awareness enables a brand to differentiate itself, highlighting its unique value propositions that appeal to the target audience. By carefully analyzing competitors and the market, a brand can craft a positioning strategy that emphasizes its strengths, addresses consumer needs more effectively, and carves out a distinct space in the consumer’s mind, setting the stage for sustainable growth and loyalty.
More than a logo: The power of storytelling in brand strategy
The character Harry Crane reacting to Don Draper’s Carousel pitch.
Brand strategy is much more than just a pretty logo or shiny new website. It’s about creating a meaningful connection with a brand’s audience, as demonstrated by Don Draper’s memorable pitch in Mad Men. The key lies in storytelling and emotional resonance, moving beyond the novelty to forge a genuine bond with customers.
Alina Wheeler’s work further highlights the importance of a unified narrative that aligns with the company’s mission and resonates with both employees and customers. A successful brand strategy differentiates the brand from competitors, not just through its products or services, but through the story it tells and the values it embodies.
To navigate the complexities of brand development effectively, creating a narrative that speaks directly to the audience’s needs and desires is essential. Building a brand is about more than just standing out in the market; it’s about creating a lasting relationship with customers by reflecting their values and aspirations.
What is brand strategy? It’s a secret power.
Apple’s Think Different campaign celebrated iconoclasts and invited those consumers into their tent.
Not all clients know they need this. Effective brand strategy is key to all successful brands like Nike, Apple, Patagonia, and Nordstrom. It’s the foundation upon which all lasting brands are built. These companies don’t just sell products; they sell stories, experiences, and values that resonate deeply with their customers. These brands stand out not only because of their innovative offerings but also because of their ability to connect with consumers on an emotional level, embedding their products into the lifestyles and identities of their audience. This deep connection is the result of a carefully crafted brand strategy that articulates a clear vision, mission, and set of values that align with those of their target market.
Moreover, an effective brand strategy acts as a guiding star for all of a company’s marketing efforts, ensuring consistency across all touchpoints. It helps businesses understand their unique position in the market, differentiate themselves from competitors, and communicate their message in a compelling and memorable way. By investing in a solid brand strategy, companies can build a robust and cohesive brand identity that attracts and retains loyal customers, driving long-term success and growth. In a world where consumers are bombarded with choices, a well-executed brand strategy is not just a secret power—it’s an essential one.
