What is Brand & Marketing Strategy? Defining and Building Your Brand

Brand and Marketing are the two most heard words and have great significance in business and entrepreneurship. Brand marketing is to promote your brand’s name and product or service by extension. The most emphasis while brand marketing is on brand image, identity, and unique selling proposition through the story of product and service. 

Brand strategy is designed to achieve specific goals in a given time; the interdepartmental approach is well designed and executed within business functionality to improve customer experience. It is a technical task to perform and create a brand strategy that wins the market with many competitors. A brand strategy takes time to evolve naturally to some organizations; some outsource to get the best for their brand. It further takes the brand identity while businesses do another task. We suggest a five-component approach to support brands’ marketing strategy and ensure strategy’s success.

  • Clarity of Purpose
  • Understand the market environment
  • Set SMART objectives 
  • Plan Strategically 
  • Redefine strategy timely  

1. Clarity of Purpose

The central part of starting your business is to understand the purpose of your business; clearly, you should know what value your brand gives to your potential customer. One of the crucial steps in building a known and successful brand is to analyze the need of customers and provide them accordingly, work on solutions for the problems that could have arrived in the future. Product and service uniqueness that holds the customer’s love. This first step is the search drill in every aspect of catering to customers with your designed product; all your purpose should be pinned for strategies and become part of the organization. 

Make no compromise in understanding the true purpose of an organization; it is valuable in many ways, it will be the reason for a long-lasting, noticeable, and successful brand.

2. Understand the market environment

Every business has a market in which you operate, whether with prominent and mega competitors (direct interaction) or indirect competition but in any way around, they are there. And both of you impact each other; knowing the market environment helps you create a market strategy dealing with real scenarios. One way to understand the market is through competitive analysis; other tools are also there to better understand the marketplace; greater understanding helps in a more significant market position. 

3. Set SMART objectives 

SMART stands for Specific, Measurable, Achievable, Relevant, and Timely. These are evergreen objectives taught and applied in every business forum are relevant to this date. Goals should cover every aspect of the business from purpose to outcome and are strategic. 

4. Plan Strategically 

After researching within the brand and around the business environment, now it comes to plan strategically. It will align the goals with investment to achieve more than competitors; strategic plans are wide enough to allow the flexibility to business upon expansion in the future. Every strategy is different, but the point to be noted is that strategy is a guiding principle on which companies decide, while tactics are the ones that carry forward the task. 

5. Redefine strategy timely 

A brand strategy should not be stationery in any way; if your brand strategy falls behind in comparison with competitors, then it’s time to redefine the strategy and develop accordingly. Identify the reasons for tactics not performing well; after gathering the possible causes from customers, stakeholders, employees, and other key decision-makers, now work on changes to your strategy. 

Difference between branding and marketing

To use each of them effectively, you need to understand the difference between branding and marketing and which comes first. 

Branding– all about your business, who can take advantage of your brand.

Marketing– to build awareness about your brand and the product or service it sells. 

Marketing work as a business generating tool, while branding is an aerial approach to attract your target audience. As long as it comes first, branding plays a pillar of marketing strategy; it doesn’t matter which industry you are in or how large the size is. It is always important to figure out who you are as a brand before creating a brand marketing strategy.  


And the most important thing to remember is branding is not the same as marketing; you need to pay attention to both, as branding is the fundamental part of your marketing strategy. To build an effective and long-term brand identity, you need detailed clarity in both the concepts discussed earlier for the targeted audience to understand your brand as you want them to see. As branding is an ongoing effort that infuses every process, it requires a lot of dedication to reflect you. And the last thing to remember is that the true essence of branding accomplishment is earning loyal customers that become your brand ambassadors on their own.



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