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Improving Brand Results Through Strategic Brand Strategy
- Beverley White
- Aug 25
- 6 min read
In a world where consumers are bombarded with endless choices, a strong brand isn’t just a luxury, it’s a necessity. Yet, many businesses struggle to stand out, not because their products or services lack value, but because they haven’t defined a clear, intentional brand strategy.
A well-crafted brand strategy goes beyond logos and slogans, it shapes how customers perceive, connect with and ultimately choose your brand over competitors.
When executed effectively, it becomes the driving force behind customer loyalty, market differentiation and measurable business growth.
In this blog, I wanted to explore how a powerful brand strategy transforms vague potential into tangible results and how you can build one that elevates your brand’s performance and ultimately improve brand results. I'll also look at:
What a brand strategy is (and why it’s more than just marketing)
Why it directly impacts business performance.
How to build or refine a powerful brand strategy.
Real-world examples of brands that transformed their results through strategy.
By the end, I hope you’ll understand how to leverage brand strategy to achieve stronger, more sustainable business outcomes. Let's start with the key question....
What Is a Brand Strategy & How Do They Improve Brand Results?
For those for you unfamiliar, a brand strategy is basically a long-term plan that defines your:
Mission & Vision - i.e. why your brand exists and where it’s headed.
Core Values - The principles that guide your decisions
Target Audience - Who you’re speaking to and what they care about.
Brand Positioning – How you differentiate from competitors.
Brand Personality & Voice – The tone and style of your communication.
Visual Identity – Logos, colors, typography and design elements.
Unlike a marketing strategy (which focuses more on campaigns and promotions), a brand strategy shapes the entire perception of your business.
It ensures that every customer interaction, whether through advertising, customer service, or product design, reinforces the same message.
Why Many Brands Fail Without a Strategy
In my 20+ years experience, one thing I've learned is that, when it comes to 'branding' too many business start-ups don't think beyond their logo.
In today's competitive landscape this becomes a problem because without a clear strategy, brands often suffer from:
Inconsistent messaging (confusing customers)
Weak differentiation (blending into the competition)
Emotional disconnect (failing to build loyalty)
Wasted marketing spend (ineffective targeting)
A strong brand strategy eliminates these issues by providing a unified framework for decision-making.
Why Brand Strategy Directly Impacts Business Performance
One of the most common misconceptions I come across when working clients is the belief that a brand isn’t just what you say, it’s more about what customers feel, remember and choose over competitors.
Here’s how a well-crafted strategy translates into measurable results:
1. Increased Brand Recognition & Trust
Consistency breeds familiarity. When your brand looks, sounds and feels the same across all channels (website, social media, packaging, ads), customers recognise and trust it faster.
For example, look at Apple’s minimalist design, simple messaging and premium experience which create instant recognition. Their strategy ensures every product launch, ad and store visit reinforces the same high-end, innovative identity.
2. Stronger Customer Loyalty & Retention
People don’t just buy products, they buy into brands they connect with emotionally. A clear brand strategy helps foster that connection.
Nike’s “Just Do It” isn’t just a slogan - it’s a mindset. By aligning their messaging with empowerment and perseverance, they’ve built a loyal community of athletes and casual consumers alike.
3. Higher Conversion Rates & Sales
A well-positioned brand reduces purchase hesitation. When customers understand your value and trust your reputation, they’re more likely to convert.
In the US, Dollar Shave Club disrupted the razor market with a clear, humorous brand voice and a direct-to-consumer model.
Their strategy made them stand out against giants like Gillette, leading to rapid growth and a $1B acquisition by Unilever.
4. Improved Market Positioning & Premium Pricing
A differentiated brand can command higher prices because customers perceive greater value.
We've all seen them on the high street, but coffee shop chain Starbucks doesn’t just sell coffee - it sells an experience.
Their strategy (premium quality, cozy ambiance, personalised service) allows them to charge more than competitors.
5. More Effective Marketing Spend
When your brand strategy is clear, every marketing pound works harder.
You know:
Who to target.
What messaging resonates.
Which channels to prioritise.
This reduces wasted ad spend and improves return on investment (ROI).
How to Build (or Refine) a Winning Brand Strategy
It's important to remember that a brand strategy isn’t a static document, it’s a living framework that evolves with your business, audience and market.
Whether you’re starting from scratch or refining an existing brand, the process requires clarity, intentionality and a deep understanding of what makes your brand unique.
Let's look at the actionable steps I take with clients to craft a strategy that doesn’t just define your brand but drives measurable results. I'll also illustrate these points with the success stories of Airbnb, Coca-Cola, and Glossier.
Step 1: Define Your Core Brand Elements
Mission & Vision: Why does your brand exist beyond making money?
Values: What principles guide your actions? (e.g., Patagonia’s commitment to sustainability.)
Target Audience: Who are you speaking to? (Create detailed buyer personas.)
Step 2: Analyse Your Competition
What are competitors doing well?
Where are the gaps you can fill?
How can you differentiate?
Step 3: Craft Your Brand Positioning
What makes you unique?
What’s your brand promise?
How do you want customers to describe you?
Step 4: Develop Brand Voice & Visual Identity
Tone of Voice: Friendly? Professional? Bold? (e.g., Mailchimp’s playful yet helpful tone.)
Visual Identity: Logo, colors, typography, imagery style.
Step 5: Implement Consistently Across All Touchpoints
Website
Social media
Advertising
Customer service
Product packaging
Step 6: Measure & Optimise
Track KPIs like:
Brand awareness (surveys, search volume)
Engagement (social media, email open rates)
Conversion rates & customer retention
Sentiment analysis (reviews, social mentions)
Real-World Success Stories: How Brand Strategy Transformed Businesses
1. Airbnb: From Commodity to Global Community
Airbnb didn’t just disrupt the travel industry, it rewrote the rules of branding.
Initially, it competed on price, much like any other booking platform, but its breakthrough came when it shifted its strategy from "cheap stays" to "Belong Anywhere."
By focusing on emotional storytelling (highlighting real hosts and unique homes) and community-driven experiences, Airbnb turned a transactional service into a cultural movement. The result? A $100+ billion valuation and a brand synonymous with authentic travel—not just accommodations.
2. Coca-Cola: Personalisation at Scale
When fizzy drink sales were declining, Coca-Cola could have easily doubled down on discounts. Instead, it leveraged it's brand strategy to reignite emotional connections.
Its "Share a Coke" campaign replaced logos with popular names and phrases, making each bottle feel personal.
This wasn’t just clever marketing, it was a strategic masterstroke. By tapping into identity, gifting and shareability, Coca-Cola saw a 2.5% sales boost in a shrinking market and reminded the world why it’s more than just a beverage.
3. Glossier: Turning Customers into Cult Followers
Glossier didn’t just sell skincare, it built a beauty movement. From day one, its strategy centred on community co-creation, minimalist aesthetics and relatable messaging (like "Skin first, makeup second").
By actively engaging users in product development (via social media) and rejecting overly polished beauty standards, Glossier cultivated fierce loyalty. The payoff? A $1.2 billion valuation and a customer base that doesn’t just buy products, they belong to the brand.
Conclusion: Brand Strategy = Business Growth
"Where there is no vision, the people perish, but blessed is he who keeps the law." - Proverbs 29:18
A strong brand strategy isn’t optional - it’s the foundation of long-term success. By defining who you are, why you matter and how you communicate, you create a brand that
Stands out in a crowded market.
Builds trust and loyalty with customers.
Drives higher conversions and revenue.
Makes marketing more efficient.
If your brand isn’t delivering the results you want, it’s time to revisit your strategy. Start by auditing your current positioning, refining your messaging and ensuring every customer interaction aligns with your core identity.
Your brand is your most valuable asset so invest in it strategically and the results will follow. #BelieveInSuccess
Thanks for reading my blog. What brand do you think has the strongest strategy of those I've mentioned? Do you have a brand strategy for your business? Has it helped you grow? Let me know in the comments!
Ready to strengthen your brand strategy? If you’re looking to refine your brand strategy for better engagement, loyalty and growth, get in touch and let's have a conversation about how we can help.
If you have taken some value from this blog then you can show your appreciation by clicking the button below and buying me a 'brand' new virtual coffee. Thanks in advance.
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