Brand Strategy: Definition & Guide [Video]

A brand strategy is a long-term plan that outlines how a business will achieve its goals through branding efforts. It defines the business’s purpose, messaging, and visuals. This strategy also ensures that the voice, tone, look, and feel of a brand are consistent across all customer touchpoints. Unlike marketing campaigns, which are often short term, a brand strategy provides a blueprint for sustained success and market relevance.

At its core, a brand strategy is about creating a connection with an audience. For example, an outdoor-clothing company might build rapport by aligning their values with customer beliefs, such as sustainability and environmental responsibility. …