A brand strategy is a framework that determines how businesses present themselves to customers and stand out among competitors. Your business’s brand is more than just its name, logo, fonts, and colors. Think of your brand as the sum of your business’s look and feel, personality, philosophy, values, and customer experiences.

A brand strategy is the holistic approach behind how a brand builds identification and favorability with customers and potential customers. A brand strategy encompasses several different brand elements, like voice, storytelling, brand identity, brand values, and overall vibe.

Brand strategy is the process of managing how your company is perceived by the public and with what values and messages it is associated. This overall strategy includes traditional brand assets, such as the company name and logo, to more intangible elements, including brand marketing, messaging and tone.