Does your company have a brand strategy or just a pretty logo with some great colours?

A brand strategy is an overall, long-term plan for how your business will develop a successful brand which helps achieve the organisation’s goals.
Here are four clear steps to developing a Brand Strategy that will help your business achieve the success it wants.

1. Create a brand positioning statement

A brand positioning statement allows staff, customers, and everyone in your market place to clearly articulate:

  • What your product or service is and what it does
  • Who it is for
  • Why it is different to other products or services.

It should be a one short sentence, that neatly sums everything up and is memorable and easy to understand.

E.g.We sell top-quality, ethically sourced clothes, for business and leisure-wear, to professional women.

  • What: clothes for business and leisure wear
  • Who: for professional women
  • Why different: top quality and ethically sourced

2. The brand personality

Your company’s brand personality should be described using emotional, descriptive words rather than being about what your company or products do. They are often similar to words that you’d use to describe a person. So, write down the words that you want staff and customers to use when they describe your company and products / services.

Using our ethical clothing company, their brand personality statement might read like this:

“We are a responsible, caring company with very high standards”.

This type of statement could easily be applied to a person.

3. The brand proposition

This is a short statement about what your brand is promising its customers. It is then used as a reference point for all your company’s marketing communications, which have to reflect the brand proposition.
For our clothing company, their proposition might be:“We provide high quality, ethical clothes that look good, make you feel good, and have done good for the world”.

4. Now, run it all throughout the marketing mix

So, you have your brand positioning statement, you know what your brand’s personality is, and you know what you are proposing to consumers and what they get from your brand. Now you have to make sure that every element of your marketing mix (Marketing mix = price, product, promotion, place, physical evidence, processes, people) reflects all of these.

Consistency is key. If your company’s appearance doesn’t match its personality and appeal to its target audience, then your marketing communications will jar with potential customers.

Using our clothes company example, lack of consistency with their brand positioning, personality and proposition might be:

– images in their advertising that depict scantily clad women
– very informal, text speak language rather than “proper” English
– loud, clashing colours rather than muted, subtle tones
– products that are made in sweat-shops

– rude, abrupt sales staff.


If you follow these four steps, your company will have a brand strategy that will be an asset to your organisation. It will provide clarity and focus both internally and externally, allowing the right customers to find you and you to find the right customers for your business.

By Kara Stanford, Strategic Marketing Consultant, KMS Marketing. Kara works with ambitious businesses to help them achieve the success they want. Contact her if you want your company to have a Brand Strategy that works hard to achieve your goals.

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