Mastering Brand Strategy: A Quick Guide for Business Owners

With Emmagness of VAKA Marketing Consulting

Work /
Brand strategy

Your brand strategy is a plan that defines how your business will establish and maintain its brand identity. It includes developing a unique value proposition, brand values, personality, archetype and consistent brand messaging across all channels.

A brand strategy is essential for your business to differentiate from others and establish brand recognition, equity and loyalty.

So, why is brand strategy important?

A well-designed brand strategy can have a significant impact on the success of your business. It can increase brand awareness, differentiate your business from competitors and alternatives, establish your authority, credibility and trust, and drive business growth and profitability. Here’s how.

Brand Awareness

A clear and consistent brand strategy can increase brand recognition and awareness. Customers are more likely to remember and engage with a brand that has a unique and consistent identity across all channels.


A well-defined brand strategy can differentiate your business from competitors in a crowded market. It can communicate your brand’s unique value proposition, personality, and values, making it easier to attract and retain ideal customer profiles for your business.


A consistent brand message and visual identity can establish credibility and trust in the marketplace. A well-crafted brand strategy can help businesses build a loyal customer base and drive long-term success.

Business Growth

A strong brand strategy can drive business growth and profitability by increasing customer loyalty, expanding into new markets, and attracting new customers. It can also help your business adapt to changes in the market and stay competitive.

Elements of a Brand Strategy

A comprehensive brand strategy should include the following eight elements:

  1. Ideal customer profiles: Identify your target audience and their needs and preferences.
  2. Unique value proposition: Define your brand’s unique value proposition, personality, and values.
  3. Brand Messaging: Develop a consistent brand message and voice that resonates with your target audience.
  4. Visual Identity: Create a visual identity that reflects your brand’s values and personality.
  5. Brand Positioning: Develop a brand positioning that differentiates your brand from competitors.
  6. Brand Story: Craft a compelling brand story that resonates with customers and employees.
  7. Brand Culture: Ensure that your brand culture aligns with your values and mission.
  8. Brand tracking system: A brand tracking system can help identify areas for improvement and refine your strategy over time.

So, now that you’re equipped with the tools to get started, how will you know you’re on the right track? Connect with Emmagness at Vaka Consulting to access your free brand strategy checklist.

About the author

Hi, I’m Em, a Marketing Strategist with over 10 years’ international experience. At Vaka Consulting, my focus is on helping businesses achieve tangible results through research-based marketing programs.

I am passionate about driving revenue growth and have successfully designed and executed comprehensive strategies across a diverse range of industries and companies, such as Health Insurance, Banking and Finance, Energy, Retail, and Fintech, including a Fortune 500 enterprise.

My dedication to staying ahead of the curve drives me to continuously research and experiment with new technologies, seeking out ways to enhance both the efficiency and effectiveness of a company’s marketing efforts.

Let’s connect and talk strategy. Find me on the Freelancing Gems talent board here.