How to Develop a Brand Strategy that Works for Your Business

Developing a brand strategy is essential for any business looking to build a strong, recognizable brand. A brand strategy outlines the key elements that define your brand, including your brand identity, values, messaging, and target audience. A well-developed brand strategy can help to differentiate your business from competitors, increase brand awareness, and build customer loyalty. In this article, we’ll discuss how to develop a brand strategy that works for your business.

Define Your Brand Identity

The first step in developing a brand strategy is to define your brand identity. This includes your brand name, logo, colors, and overall visual style. Your brand identity should be consistent across all channels, from your website and social media profiles to your marketing materials and packaging.

When defining your brand identity, consider what you want your brand to represent and how you want your audience to perceive your business. Your brand identity should align with your company’s values and mission, as well as the needs and preferences of your target audience.

Identify Your Target Audience

Your brand strategy should also include a clear understanding of your target audience. Who are your customers, and what are their needs and preferences? Understanding your target audience will help you develop messaging and marketing materials that resonate with your customers and differentiate your brand from competitors.

When identifying your target audience, consider demographic factors such as age, gender, income, and location, as well as psychographic factors such as values, interests, and lifestyle. This information will help you create customer personas that guide your marketing efforts and ensure that your messaging is relevant and impactful.

Develop a Brand Voice

In addition to defining your visual brand identity and identifying your target audience, you should also develop a brand voice. Your brand voice encompasses the tone and style of your messaging, including the language you use, the topics you cover, and the emotions you evoke.

Your brand voice should align with your brand identity and appeal to your target audience. For example, a brand targeting a younger demographic may use a more casual, conversational tone, while a brand targeting professionals may use a more formal tone.

Craft a Brand Messaging Framework

Crafting a brand messaging framework is another key component of developing a brand strategy. This framework outlines the key messages that define your brand and communicate your value proposition to customers.

Your brand messaging should be clear, concise, and consistent across all channels. It should also be tailored to your target audience and align with your brand identity and voice. By developing a brand messaging framework, you can ensure that your messaging is focused and impactful, helping to differentiate your brand from competitors and build customer loyalty.

Conduct a Competitive Analysis

Conducting a competitive analysis is another important step in developing a brand strategy. This involves analyzing your competitors’ brand identity, messaging, and marketing efforts to identify areas where your brand can differentiate itself and stand out in the market.

When conducting a competitive analysis, consider factors such as your competitors’ target audience, brand messaging, and marketing channels. This information can help you identify gaps in the market and develop a strategy that sets your brand apart from competitors.

Establish Brand Guidelines

Establishing brand guidelines is essential for maintaining consistency across all channels and ensuring that your brand is represented accurately and effectively. Your brand guidelines should include information on your brand identity, messaging, voice, and visual style.

By establishing clear brand guidelines, you can ensure that your brand is represented consistently across all channels, from your website and social media profiles to your marketing materials and packaging. This consistency is essential for building brand awareness and recognition, as well as fostering customer loyalty.

Continuously Monitor and Adapt

Finally, developing a brand strategy is an ongoing process that requires continuous monitoring and adaptation. As your business evolves and your target audience changes, your brand strategy may need to evolve as well.

By monitoring key performance indicators such as website traffic, social media engagement, and customer feedback, you can identify areas where your brand strategy may need to be adapted to better meet the needs and preferences of your audience.

Additionally, it’s important to stay up-to-date with trends and changes in the market and industry. By keeping a pulse on what’s happening in your industry and the broader market, you can ensure that your brand strategy remains relevant and effective.


Developing a brand strategy is an essential step in building a strong, recognizable brand that resonates with your target audience. By defining your brand identity, identifying your target audience, developing a brand voice, crafting a messaging framework, conducting a competitive analysis, establishing brand guidelines, and continuously monitoring and adapting, you can develop a brand strategy that works for your business and helps you stand out in a crowded market. With a well-developed brand strategy, you can increase brand awareness, build customer loyalty, and drive business growth.

About Désiré Roberts
Brand Consultant @ TILT Creative

Désiré is a senior brand consultant obsessed with brand growth. With over a decade of experience, she has worked with all sizes of companies, from all over the world, across various industries. She’s different because she doesn’t play by the rule book and she loves the challenge of the learning curves of every industry, which has given her an unrivalled competitive edge with an incredible body of knowledge and experience. She’s laser focused, meticulous, ambitious, persevering, and self-driven.

“When you’re a medium to large company, you need a level of authority that’s divergent from the small business sector. The competition is stronger and the stakes are much higher. The same brand tactics will not work; there’s millions of pounds on the line. You have to find someone who is willing to push boundaries and not just think outside of the box, but think outside of the universe. You must change your perspective to play in this ring, else you be knocked out in the first round. 

Likewise, when you’re growing a small business, you can’t use the same rule book as the big boys – you have to play the game of your own sector, just better than your competitors. The interesting thing is that not many SMEs pay attention to brand, so just by tightening that area up, you’re instantly in a much better position than your competitors.”

Since you’re looking for someone to level up your brand, you need not look any further; you’ve found it.

Book a call below.

[calendly url="" type="1" form_height="1300" form_width="500" hide_cookie_banner="1" hide_event_type="1" colour="02a99d"]

Related Articles