Brand Strategy
Brand strategy is a written plan for what a brand should mean to a chosen group of buyers and how it will earn that meaning. Seven parts recur: audience, category and frame of reference, positioning, proposition, personality, proof and consistency rules.
What it is
Brand strategy is a written plan for what a brand should mean to a chosen group of buyers and how it will earn that meaning. Seven parts recur: audience, category and frame of reference, positioning, proposition, personality, proof and consistency rules, each a choice that rules something out.
In effect
An invented neighbourhood bakery, clearly marked as hypothetical and not a real case, shows how the parts fit together. The bakery picks the people it wants, the category it sits in, the one thing it wants to be known for, and the proof it can offer, and then decides what it will not do.
What it does not say
Brand strategy is a working definition and not a research finding. It does not say that any one format of plan is right, or that a written plan alone changes how buyers see a brand.
Sources
- Used as a working definition by The Why We Project; not traced to a single originator.