{"id":1738,"date":"2022-01-27T11:14:54","date_gmt":"2022-01-27T16:14:54","guid":{"rendered":"https:\/\/www.eaucube.com\/?post_type=insights&#038;p=1738"},"modified":"2026-04-22T00:00:35","modified_gmt":"2026-04-22T04:00:35","slug":"brand-strategy","status":"publish","type":"insights","link":"https:\/\/www.eaucube.com\/en\/insights\/brand-strategy\/","title":{"rendered":"What is a brand strategy?"},"content":{"rendered":"\n<figure class=\"wp-block-image alignfull size-large\"><img decoding=\"async\" width=\"2384\" height=\"750\" src=\"https:\/\/www.eaucube.com\/wp-content\/uploads\/2022\/02\/Stragie-de-marque.png\" alt=\"What is a brand strategy?\" class=\"wp-image-2077\" srcset=\"https:\/\/www.eaucube.com\/wp-content\/uploads\/2022\/02\/Stragie-de-marque.png 2384w, https:\/\/www.eaucube.com\/wp-content\/uploads\/2022\/02\/Stragie-de-marque-300x94.png 300w, https:\/\/www.eaucube.com\/wp-content\/uploads\/2022\/02\/Stragie-de-marque-1024x322.png 1024w, https:\/\/www.eaucube.com\/wp-content\/uploads\/2022\/02\/Stragie-de-marque-768x242.png 768w, https:\/\/www.eaucube.com\/wp-content\/uploads\/2022\/02\/Stragie-de-marque-1536x483.png 1536w, https:\/\/www.eaucube.com\/wp-content\/uploads\/2022\/02\/Stragie-de-marque-2048x644.png 2048w, https:\/\/www.eaucube.com\/wp-content\/uploads\/2022\/02\/Stragie-de-marque-1200x378.png 1200w, https:\/\/www.eaucube.com\/wp-content\/uploads\/2022\/02\/Stragie-de-marque-1980x623.png 1980w\" sizes=\"(max-width: 2384px) 100vw, 2384px\" \/><\/figure>\n\n\n\n<div class=\"alignwide ghostkit-grid ghostkit-grid-gap-md\"><div class=\"ghostkit-grid-inner\">\n<div class=\"ghostkit-col ghostkit-col-lg-12 ghostkit-col-xl-4 ghostkit-col-5 ghostkit-col-align-self-center is-layout-flow wp-block-ghostkit-grid-column-is-layout-flow\"><div class=\"ghostkit-col-content\"><\/div><\/div>\n\n\n\n<div class=\"ghostkit-col ghostkit-col-lg-12 ghostkit-col-xl-8 ghostkit-col-7\"><div class=\"ghostkit-col-content is-layout-flow wp-block-ghostkit-grid-column-is-layout-flow\">\n<h4 class=\"wp-block-heading\" id=\"h-why-do-you-need-a-brand-strategy\"><strong>Why do you need a brand strategy?<\/strong><\/h4>\n\n\n\n<p>You need a strategy to make sure your team leads your brand exactly where it is supposed to go. &nbsp;Whether it\u2019s in purchasing, sales, distribution or product development, a lack of brand strategy can affect performance at every level of your organization, from customer communication to employee retention.<\/p>\n\n\n\n<p>Some of the potential problems created by not having a coherent brand strategy:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Disconnection between your business decisions and your brand purpose<\/li>\n\n\n\n<li>Brand confusion leading to a lack of interest and engagement from your employees<\/li>\n\n\n\n<li>Messaging inconsistency which can damage brand perception<\/li>\n\n\n\n<li>Undecided positioning that weakens your brand ability to set itself apart<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-before-you-start-your-brand-strategy\"><strong>Before you start your brand strategy<\/strong><\/h4>\n\n\n\n<p>The first step to creating a brand strategy is answering two questions.<\/p>\n\n\n\n<p>1)&nbsp;&nbsp;&nbsp;&nbsp; WHO ARE YOU SELLING TO?<\/p>\n\n\n\n<p>In B2B, relationships are key to making a sale. That\u2019s why you need to know your customers and understand how you can create value for them.<\/p>\n\n\n\n<p>What do they need\/want? What are their pains, their business problems? How can you help?<\/p>\n\n\n\n<p><em>82% of B2B buyers believe that sales reps are ill-prepared to lead a productive discussion on the issues they\u2019re facing (SiriusDecisions) and 13% think they can\u2019t understand their needs (<\/em><a rel=\"noreferrer noopener\" href=\"https:\/\/go.forrester.com\/blogs\/12-03-19-proving_theodore_levitt_wrong_about_sales\/\" target=\"_blank\"><em>Forrester Research<\/em><\/a><em>).<\/em><\/p>\n\n\n\n<p>2) WHO ARE YOU COMPETING AGAINST?<\/p>\n\n\n\n<p>Who shares your space? What do they offer? How might they outshine you? What is their brand promise? Are there gaps there that you can transform into opportunities?<br><br>This information is key to identifying how you can distinguish yourself from the competition, and how you should communicate your differences through your brand strategy.<\/p>\n\n\n\n<figure class=\"wp-block-image alignfull size-large\"><img decoding=\"async\" width=\"1024\" height=\"819\" src=\"https:\/\/www.eaucube.com\/wp-content\/uploads\/2022\/02\/BrandStrategy2-1024x819.jpg\" alt=\"How to build your brand strategy\" class=\"wp-image-2033\" srcset=\"https:\/\/www.eaucube.com\/wp-content\/uploads\/2022\/02\/BrandStrategy2-1024x819.jpg 1024w, https:\/\/www.eaucube.com\/wp-content\/uploads\/2022\/02\/BrandStrategy2-300x240.jpg 300w, https:\/\/www.eaucube.com\/wp-content\/uploads\/2022\/02\/BrandStrategy2-768x614.jpg 768w, https:\/\/www.eaucube.com\/wp-content\/uploads\/2022\/02\/BrandStrategy2-1536x1228.jpg 1536w, https:\/\/www.eaucube.com\/wp-content\/uploads\/2022\/02\/BrandStrategy2-1200x959.jpg 1200w, https:\/\/www.eaucube.com\/wp-content\/uploads\/2022\/02\/BrandStrategy2.jpg 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"alignwide ghostkit-grid ghostkit-grid-gap-md\"><div class=\"ghostkit-grid-inner\">\n<div class=\"ghostkit-col ghostkit-col-lg-12 ghostkit-col-xl-4 ghostkit-col-5 ghostkit-col-align-self-center\"><div class=\"ghostkit-col-content is-layout-flow wp-block-ghostkit-grid-column-is-layout-flow\">\n<figure class=\"wp-block-image alignfull size-large\"><img decoding=\"async\" src=\"https:\/\/www.eaucube.com\/wp-content\/uploads\/2022\/01\/Port-Desk_Duvaltex4-1-1024x609.png\" alt=\"What is a brand strategy?\" class=\"wp-image-579\"\/><\/figure>\n<\/div><\/div>\n\n\n\n<div class=\"ghostkit-col ghostkit-col-lg-12 ghostkit-col-xl-8 ghostkit-col-7\"><div class=\"ghostkit-col-content is-layout-flow wp-block-ghostkit-grid-column-is-layout-flow\">\n<h4 class=\"wp-block-heading\" id=\"h-how-to-build-your-brand-strategy\"><strong>How to build your brand strategy<\/strong><\/h4>\n\n\n\n<p>A brand strategy is different from any other strategic document. It\u2019s composed of multiple deliverables that coexist and influence each other. Each of these must be completed in order. There are no shortcuts.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li><strong>Define your brand goals<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Now that you know your customers and your competition, your next step is to think about your goals. What is it you want your brand to do for you? Gain credibility and trust? Establish brand awareness? Establish market leadership? Develop brand loyalty?<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li><strong>Audit your current branding<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Once you\u2019ve defined your goals, you need to know how your current branding compares to your new stated goals. Does your positioning, voice, values, USP, product and culture align with them? Can your brand identity help you reach your new objectives? Does your current infrastructure (sales process, customer services, RH) empower you to achieve your goals?<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li><strong>Define your fundamentals<\/strong><\/li>\n<\/ul>\n\n\n\n<p>To shape your brand to achieve your goals, you need to build your brand fundamentals:<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p><strong>Brand essence<\/strong><br>Your brand essence is about more than product and services, it\u2019s about your vision, mission, and values. It\u2019s what is at the heart of your brand. What gives it a pulse, a soul. It\u2019s your WHY.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p><strong>Brand identity<\/strong><br>Your brand identity is how you express your brand essence; for example, through your logo, colours, and story. It\u2019s how you communicate your uniqueness, what sets you apart from your competitors.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p><strong>Brand guidelines<\/strong><br>Brand guidelines are the rulebook of how to express your brand, and include logotype, imagery, fonts, colours and editorial style. The guidelines must be followed by everyone who works with the brand, so that a consistent outward face of your company is maintained.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<ul class=\"wp-block-list\">\n<li><strong>Bring your brand strategy to life<\/strong><\/li>\n<\/ul>\n\n\n\n<p>The brand strategy process ends with letting the world know that your brand exists, what its purpose is, and what defines it. You now have all the tools you need to make it happen.<\/p>\n\n\n\n<p>The first step of a brand strategy launch (or relaunch) is to roll out the red carpet and introduce your brand strategy to your team. Everyone in your organization needs to understand the brand and what it implies for them.<\/p>\n<\/div><\/div>\n\n\n\n<p>Simply handing over new brand guidelines won\u2019t to it. You need to brandwash them!<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Inaugurate your brand<\/strong><\/li>\n\n\n\n<li><strong>Foster a brand culture and brand environment<\/strong><\/li>\n\n\n\n<li><strong>Empower your team to become brand ambassadors<\/strong><\/li>\n\n\n\n<li><strong>Give your brand a seat at the table<\/strong><\/li>\n<\/ul>\n\n\n\n<p><em>\u201cPeople do not buy goods and services. They buy relations, stories and magic.\u201d<\/em><br>&#8211; <em>Seth Godin<\/em><\/p>\n\n\n\n<p><\/p>\n<\/div><\/div>\n<\/div><\/div>\n","protected":false},"author":6,"featured_media":8019,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"ghostkit_customizer_options":"","ghostkit_custom_css":"","ghostkit_custom_js_head":"","ghostkit_custom_js_foot":"","ghostkit_typography":""},"insights_themes":[154,165,156,162],"class_list":["post-1738","insights","type-insights","status-publish","has-post-thumbnail","hentry","insights_themes-brand-identity","insights_themes-brand-strategy","insights_themes-branding","insights_themes-rebranding"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What is a brand strategy? | eau\u00b3<\/title>\n<meta name=\"description\" content=\"What is a brand strategy? | B2B Branding + Marketing Agency \/\/ 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