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Building a Standout Brand: Strategy and Identity May 19, 2024

Building a Standout Brand: Strategy and Identity

In today's crowded marketplace, a strong brand is no longer a luxury - it's a necessity. It's the voice that cuts through the noise, the personality that resonates with customers and the foundation for building lasting loyalty. But how do you go from a basic idea to a brand that genuinely connects? Here's a breakdown of brand strategy and brand identity, along with the steps to craft a winning combination.

We will discuss the following in this article: 

  1. Building Brand Strategy
    • Understanding Your Target Audience
    • Competitive Analysis
    • Developing Your Brand Positioning
  2. Building Brand Identity
    • Develop a Compelling Brand Story
    • Design with Purpose
    • Create a Cohesive Customer Experience 

Building Brand Strategy

Think of your brand strategy as the roadmap that guides your brand identity. It defines your long-term goals, target audience, and the unique value you offer. Here are the key elements to consider:

  • Understanding Your Target Audience: Who are you trying to reach? What are their needs, wants, and pain points? Gen Z's influence is undeniable. McKinsey & Company State of Fashion 2023 studies show they prioritise authenticity and social responsibility. A brand strategy that speaks their language and reflects their values will resonate deeply.
  • Competitive Analysis: Who are your main competitors? What are their strengths and weaknesses? Be bold, learn from them and find ways to differentiate yourself. For instance, the athletic apparel market is fiercely competitive. Lululemon carved a niche by empowering women through yoga and fitness, while Patagonia appeals to environmentally conscious outdoor enthusiasts.
  • Developing Your Brand Positioning: This is the core message that defines your brand in the marketplace. What makes you unique? What problem do you solve better than anyone else? Think of Nike's "Just Do It" campaigns – this simple yet powerful tagline perfectly captures the brand's positioning.


Building a Brand Identity

Your brand identity is the visual and emotional expression of your strategy. It's what people see, feel and experience when they interact with your brand. Here's how to translate your strategy into a compelling identity:

  • Develop a Compelling Brand Story: People connect with stories. Craft a narrative that captures the brand's essence, purpose and values.  Airbnb's story revolves around creating a sense of belonging anywhere in the world, reflected in its tagline, "Belong Anywhere."
  • Design with Purpose:  Logo, colors, typography and imagery should all work together to communicate the brand message visually.  Consider the recent redesign of M&M's mascots.  The updated characters were designed to be more inclusive and representative of today's society, reflecting the brand's commitment to diversity and self-expression.
  • Create a Cohesive Customer Experience:  Every interaction with the brand, from the website to the customer service, should be consistent with the brand’s identity.  Research by IBM shows that 80% of consumers are willing to pay more for brands that provide a superior customer experience.


Building a solid brand takes time, effort and a clear vision. By following these steps and focusing on both brand strategy and brand identity, you can create a brand that resonates with your audience and stands out in the marketplace. Remember, your brand is a living entity that should evolve with your business and the ever-changing consumer landscape. By staying true to your core values and adapting to new trends, you can build a brand that thrives for years to come.

Written by London Training for Excellence Team

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