Brand Strategy Framework

The Brand Strategy Framework: The Ultimate Guide to Creating a Strong Brand

If you are a business owner or a marketing head, you may be thinking to yourself, “I need to build a strong brand.” But you’re not alone. In this day and age, most people need a strong brand to be competitive in their marketplace. 

But what does that exactly mean? 

A brand is a collection of all the images, messages, and other marketing materials that a company puts out to communicate with its customers. 

It defines the customer experience by creating a unique identity that’s easy for customers to remember. A strong brand makes it easier to be successful in the marketplace. 

Here’s the ultimate guide to creating a strong brand.

What is a Brand?

Many people tend to think of a brand as a way to define a company’s identity. But it’s more than that. A brand is a lifestyle. It’s the way you approach your customers. If you act like a brand instead of a human being, you’re less likely to have strong relationships. Instead humanize and personalize your brand to create a lively touch to it.

Some of the easiest ways to get to know your customer is to be honest and transparent with them. Make your values clear. Other great ways to be authentic are to connect with your customers on a personal level and be transparent. Customer feedback is so valuable to a brand. Why not collect and use it to enhance your marketing strategy? 

Providing customers with a meaningful experience is all about being authentic. Your customer doesn’t need to care about what your brand stands for. They care about the customer experience.

Why Brands are Important

The purpose of a brand isn’t simply to create a great marketing campaign and gain more customers. A strong brand is a powerful tool for both maintaining customer satisfaction and maintaining customer retention. It’s one of the most powerful weapons in a company’s marketing arsenal. It allows you to convey your company’s mission, culture, values, and image through each marketing campaign you create. 

For instance, if your brand is dominated by a guy in a suit, then you’ll likely have a lot of trouble maintaining that image in an increasingly digital landscape. This is the challenge faced by companies today. Our world has become increasingly interconnected, and you need to keep pace. Having a strong brand, however, can help you succeed in this rapidly changing environment.

The Brand Strategy Framework

The brand strategy framework is a design-thinking framework for creating and implementing a strong brand strategy. It involves five steps: 

  1. Define your goals 
  2. Identify your brand values 
  3. Identify your language, imagery, and messaging 
  4. Create your brand experience and storytelling 
  5. Plan your marketing strategy 

In this blog post, I’ll focus on step three: plan your marketing strategy. There are three major brand differences that the marketing team should keep in mind:Customers don’t just interact with a brand. They go beyond words to connect with a company. Whether it’s driving by a physical location or making purchases online, consumers will research a company and experience its products through its physical presence. 

Strategy Objective

While there are many different tactics you can use to build your brand, you should always be looking towards the bigger picture. Here’s why, you can’t have one strategy that’s strong and one that’s weak. 

If you’re doing the same things consistently, you’ll eventually end up doing the same things and it won’t be worth it. To build a strong brand, you need to have a strategy in place that’s personalized to the company, and a strategy that is universally applicable to all types of companies. 

This is an ultimate guide to creating a strong brand is a detailed guide that tells you how to formulate a brand strategy that will drive customer engagement.

Target Audience

First, you need to identify the right audience for your brand. The first step in branding is to understand your audience. You want to create a persona that will attract the type of customers you want.

For example, as a pharmaceutical company, you need to look for younger men. The age range is 18 to 35. They’re into recreational drug use and relationships. And my ideal customer is going to have a really strong metabolism and he has no problem taking a lot of energy drinks or energy shots. 

Brand Attributes

For the purposes of this guide, I defined the brand as a collection of three distinct elements: 

  • The Icon: People can be attracted to brands by their icons. They become the first thing customers think about when they see the logo. In fact, 91% of people chose their favorite brand based on its logo. 
  • The Logo: The logo is the foundation of a strong brand. It connects your company to its vision, values, and purpose. As a consumer, I want to know what your company stands for, and I want to be able to associate your products with those values and beliefs. It’s a great way to build your brand. 
  • The Promotions: Once you’ve developed a strong brand, it’s time to promote that brand in a positive way.

Brand Positioning

If you want a strong brand, you need to have a strong brand positioning. Your brand positioning defines the different ways your company will communicate with your customers. It’s how your customers will know that your brand is, in fact, yours. Your positioning will determine how you communicate with your customers and how you can convince them that they need your products or services. 

With a strong brand positioning, you will be able to position your company in the marketplace and get your brand recognized by the right customers. In simple terms, you’ll have a strong brand positioning by communicating a clear message. Brand expression is what you do with your brand. It’s all about how you let your customers know about your company and make them want to hear more from you.

Company’s Unique Selling Proposition

The Unique Selling Proposition (USP) is a marketing term. It’s a key concept that defines a company’s brand and how it communicates its mission to its target market. Essentially, a USP is a short, concise piece of literature that outlines the company’s core values and benefits. 

The product or service offered by the company is the result of the company’s USP, and it’s the driving force behind why customers should choose the company over the competition. Most people describe the USP as a one sentence description of your company, but you can’t have a short and concise USP without giving people a reason to buy it. 

A USP is the company’s one and only message. It should be clearly and succinctly written in such a way that it becomes clear and concise to a customer.

Core Messages

Branding is about communicating your brand’s core values and beliefs. A strong brand is one that is strong and consistent. When your customers and business partners trust your brand, they share that trust with others. You need a variety of ways to communicate your brand values to your customers, partners, and employees. 

But here’s the bottom line, It doesn’t have to be overwhelming. You don’t need to talk about everything at once. Instead, focus on communicating a few core messages each month for brand extension. 

What’s a great example of a core message? Black Coffee’s consistent message has been on the billboard for over a decade: If you want to create something lasting in your industry, make a commitment to consistently communicating your core values.


Our goal with this post is to help you avoid some common mistakes and prepare you for the future. Most important, we hope this post helps you create the right foundation for your business. This means ensuring you have a solid foundation, make sure your resources are in place, and don’t take shortcuts from brand factory. 

Here’s to a prosperous 2021! 

What are your thoughts about the brand building advice in this post? Please share your thoughts in the comments.