An introduction to brand strategy

Getting to grips with brand strategy

Brand strategy workshop

What is brand strategy?

A brand strategy is a set of plans used to guide an organisation. Good brand planning can also be used to define audience perception and how a brand should look, speak and act.

An introduction to brand strategy

Brand strategy for digital workflow

What elements are involved in developing a brand strategy?

Strategic audit by LBD Studio
Brand strategy
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Strategic audit

A strategic audit is a brand planning exercise that analyses a brand system in detail to build an unbiased understanding of its current performance.

LBD Studio brand strategy and brand story for Halley Stevensons brand guidelines
Brand strategy
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Brand storytelling

‘Brand promise’, ‘proposition’ and ‘purpose’ are all terms used to describe the storytelling elements that capture the essence of a brand. These statements are then used to underpin all activities and messaging.

Brand strategy mission, vision and values for Halley Stevensons
Brand strategy
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Mission, vision and values

Mission, vision and values statements are a set of beliefs that build upon a brand story to help communicate its value to the world.

Ecommerce design and new product development for The Feather Company by LBD Studio
Brand strategy
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New Product Development

‘New Product Development’ or ‘NPD’ refers to the process used to create a new product, often in response to the identification of an opportunity or threat.

Brand photography and naming strategy for EverWax Olive Halley Stevensons by LBD Studio
Brand strategy
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Naming strategy

A naming strategy refers to a structured hierarchy of brand, product or service names. This hierarchy often takes the form of a set of names which deliberately relate to one another, for example iPhone, iPad and iMac.

Brand content creation and brand creation for Georgina Day
Brand strategy
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Brand creation

Brand creation refers to the definition, design and launch of a new brand. This often takes the shape of a new product, business or service in response to an opportunity identified in a strategic audit.

LBD Studio market research
Brand strategy
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Market research

‘Market research’ refers to focused investigation into the direct and indirect territories in which a company operates.

User testing for new website design
Brand strategy
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User testing

User testing is a range of research activities used during the development of a brand, service or product.

LBD Studio EverWax portfolio navigation for Halley Stevensons
Brand strategy
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Portfolio architecture

Portfolio architecture refers to the system used to order and categorise a collection of brands, sub-brands, services and products.

Why is brand strategy important for your business?

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