The Rules of Brand Strategy

Brand strategy is a shifting target, and no matter how many plans owners and marketers develop for clients, large and small, new and established, it is always scary at the start.

It feels like fitting a key into a lock when properly relating customer behaviors, beliefs, trends, and time to your company’s core competencies while making the competition irrelevant. Finding that key isn’t always simple.


Below we provide a list as a starting point for designing your plan. If you have one, put it to the test with this list.


8 Rules To Guide You


Don’t define yourself against a competitor.


Your identity is connected to theirs and will always be constrained as long as you define yourself against them. People make this error in a variety of ways, including generating almost identical online experiences, citing competitors in content, and copying sales methods.


If you genuinely are a brand-led business, you must send the message that those other players aren’t even on your radar.


Be unique 


Strong brands are one of a kind. A well-designed, one-of-a-kind branding approach will instill trust in your customers and help you stand out from the crowd. 


In comparison to other brands, other brands say and do things differently in their industry. They either speak in a certain tone, follow or reach out to specific groups, or envision the future in a certain light. Also, you’re increasing your customer loyalty, equity, and market value. Instead of trying to be better, attempt to be unique.


Be specific as possible. 

The goal is to leave a lasting impression on the customer so that they link your brand with something particular and attractive that sets it apart from the competition.


You may be the loudest, have the most money to spend on marketing, or you may be the most resonant by communicating the proper message to your target demographic. Be as precise as possible. Specificity wins the hearts and minds of the public.


Tell a story


The goal is to make the spectator feel something — something strong enough to motivate them to act. In marketing, storytelling helps customers understand why they should care about a product or service, and it also helps to humanize your brand. Even if the story is about the product, it must have an emotional component. Otherwise, you’re just another firm with a name and a good product but no genuine brand strategy.


Take bold risks.


You’re taking a chance if you stake your future on a specific future vision. Betting on the future should seem dangerous. Risk, on the other hand, cuts both ways. Consumers seek authority from old brands. They’re rapidly losing market share since that’s an outdated approach that doesn’t operate in today’s world. The majority of entrepreneurs are already aware of this.


They don’t always understand that new and rising brands must build authority by taking calculated risks. This is especially true in the premium market.


Spotlight the customer, not the company.

This is something many brand strategists notice in a lot of startups. They want everyone to know how great they and their products are. Not that there’s anything wrong with it, but when it comes to user experience, you should place words to emphasize the customer’s benefits. What is the benefit of your product to the customer? What exactly do they require it for?


Focusing on the latter before you want to expose your brand and product advantages will surely create a different impact. 


Look into the future.


In two, five, or ten years, where will the world be? Solving a current problem ignores the fact that your customers/consumers are constantly changing. Cultures, attitudes, and behaviors change throughout time, and your brand should adapt as well.


Your brand strategy must consider the future, and what you see there will influence how you think now.


Build tension.


To make something fascinating, you must first locate a source of tension. The conflict could be between a client’s brand and a competitor’s brand.

But before that, you must be clear on your primary message of change and learn to tell a tale that resonates with where your readers are now and where they aspire to be in the future in order to create tension.


Tension attracts people’s attention. All of these things build tension: being particular, taking daring risks, and speaking your hidden language. They capture your primary audience while keeping secondary audiences on the sideline.




Creating a brand strategy has a lot of options. You need to dig deeper and know your company, know your target audience, and know how you can capture your audience’s attention and trust in your brand. It might be scary, but the process will be worth it. 


Are you looking for a brand strategist to work with you in building your brand? Check out Brand Master Academy


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