What determines your approach to brand strategy?

16 October 2019

strategy, branding, brand, business

When you first begin to think about your brand strategy, you should always start in the same place: with research. Research is one of the most critical steps to brand strategy. You need to understand every facet and detail of the market you are trying to break into. You need to understand the market, understand your competitors. What are they doing? Is it working?

Especially in a dynamic international market, the key to standing out against global competition is to do your due diligence and have a comprehensive overview. From there, it’s about identifying where the white space is. Where can you carve out a unique place for you and for your brand?

To create that distinct brand and leave an impression that sets you apart, you need to think through a few very important factors. How are you going to differentiate yourself? What makes you different from the other guys? Maybe it’s your products and their craftsmanship. Maybe it’s your brand’s origin story or your mission. Maybe you’ve created an entirely new category or new offering.

But even if you haven’t done any of those things, it’s all about “How can I do things better?” If your market landscape has a few key competitors, you need to establish yourself and tell your customers very clearly: This is my brand, this is what we offer, and this is why you should choose us.

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