How a brand strategy helps the marketing effort


From brand guidelines to messaging and communication style

A brand strategy defines the essential components of the brand offer and the competitive environment. It also provides a constant reference to what the brand stands for and informs the way it should look and feel. These issues should be defined, explained and managed through ‘rules’ set out in the brand guidelines.

These guidelines must be shared with everybody, internal or external, who is involved in the brand’s sale and promotion, to create cohesive and consistent messaging and communication of key features, benefits and the brand story.

The affect of this will be to reflect core values consistently, maintain the desired brand personality, and establish a recognisable brand voice. In this way the brand will be build and its integrity and authority protected, enhancing value, marketing effectiveness and ROI.

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