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Brand Strategy & Planning


Brand strategy is the action plan for putting the brand to work. The communications system that provides structure and guidance for all points of contact within a business, both internally and externally with the customer.

It directly supports the business strategy and influences the total operation of a business to ensure consistent brand behaviors and brand experiences in all points of contact and channels of communication.

To keep brands fresh, relevant and at the forefront of customers’ minds, it is vital to have strong links between core brand values and positive customer experiences. The brand is brought to life through innovative products which are developed and driven by the brand strategy or action plan. Your brand strategy is the discipline of planning, of setting a course for the long term to achieve specific brand goals which are aligned to the business plan.

You can’t have a strategy without a clear objective. Restating a goal is not strategy, execution is not strategy and tactics are not strategy. A brand cannot function without a strategy and the function of brand management is to implement brand strategy. Without a clear and compelling brand strategy your company is just another fish swimming around aimlessly in crowded waters.

Developing a brand strategy can be one of the most challenging steps in the marketing plan process but it’s a vital step in creating the company brand. Your brand will be repeatedly communicated, in multiple ways throughout the life of your business and that communication must be consistent in all it’s forms and frequency congruent with core brand values. Part of a successful brand strategy is defining what is immutable and what is flexible. Execution may change while the brand strategy remains the same. Tactics may vary but the brand strategy remains the same.