I personally would describe brand strategy as the blueprint for your brand and branding efforts.
But before we can further understand what brand strategy really is, we need to understand first what brand and branding are.
A brand is how people perceive your business. In a sense, your brand is not built by you but rather by your audience, your clients, and your customers. You can’t control your brand, but you can influence it.
Branding is the effort at influencing how people will perceive your business. You can do so through emotional, rational, visual, and verbal effort. Your brand will get built regardless of your effort or not. So might as well design it the way you want it to be.
So, let’s get back to brand strategy. It is the blueprint for your brand and branding efforts.
Now, imagine building a big house without a proper plan. Sure, you can absolutely do it. But how much extra will it cost you? The point of brand strategy is to make your branding and marketing effort more efficient and effective.