Brand & Growth
Brand Strategy
Brand strategy decides who you are for, what you stand for and how you talk about it. We work through your audience, competitors and offer to define positioning and messaging that your marketing, sales and design work can build on.
The problem
When marketing has no clear position
Without an agreed position, every campaign reinvents the message and the brand ends up sounding like everyone else in the category.
- Messaging changes with every campaign or agency.
- It's hard to explain in one sentence how you differ from competitors.
- Sales and marketing describe the offer in different ways.
- Content and ads try to speak to everyone at once.
Scope
What's included
Audience research
A review of your existing customer data, plus interviews or surveys where they're useful, to understand who buys and why.
Competitor review
How competitors position and describe themselves, and where there is room to stand apart.
Positioning
A positioning statement covering who the brand is for, what it offers and why it's the better choice for them.
Messaging framework
Your value proposition, key messages for each audience and the proof points you can back up.
Tone of voice
Guidelines and examples for how the brand writes and speaks across channels.
Brand architecture
Where you have several products or sub-brands, how they relate to each other and to the main brand.
How we work
Our process
- 01
Research
We gather what you know, talk to customers where possible and review the competition.
- 02
Workshop
We work through the findings with your team to agree on priorities and direction.
- 03
Position
We write the positioning and test it against your audience and competitors.
- 04
Message
We turn the positioning into messages, tone of voice and examples.
- 05
Roll out
We hand over the strategy with guidance on applying it to your website, sales material and campaigns.
Free tools
Try it yourself first
Free BrandNXT tools related to Brand Strategy.
Frequently asked questions
How is brand strategy different from branding?
Strategy defines what the brand stands for and how it talks; branding (identity design) gives it a visual form. Many projects do strategy first and then use it to brief the identity work.
Do you need to speak to our customers?
Customer conversations make the strategy stronger, so we recommend a few where possible. If that isn't practical, we work from your existing data, reviews and sales team insight.
What do we get at the end?
A strategy document with your positioning, messaging framework and tone of voice guidelines, plus a walkthrough session for your team.
Can you help put the strategy into practice?
Yes. It can feed directly into branding, website, content and campaign work, whether we do that work or brief your team or other partners.
Get in touch
Talk to us about Brand Strategy
Tell us a little about your business and what you need. Your enquiry goes straight to the BrandNXT team.