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What's The Purpose of Brand Strategy

What’s The Purpose of Brand Strategy? | The Best Answer

If you’re wondering what’s the purpose of Brand Strategy, you probably haven’t found our article What’s Brand Strategy? But if you did read it, then you probably already know this:

Brand Strategy is what allows you to influence your audience’s perception to gain a competitive advantage. 

Sebastian Hidalgo

In Brand Strategy, we put your customers at the heart of your business.
We uncover how they think, what they feel, how they behave, who influences them and where they dream to go.
We then find out your core truth, and we meet your audience in the middle so that you can serve them more, serve them better and beat your competitors. In a nutshell, through Brand Strategy you will discover:

  • Who you are
  • What you stand for
  • Where you’re headed
  • What impact you have
  • Who is your ideal customer
  • What are their needs, pains & goals
  • How you can communicate with them
  • What will your company culture be like
  • Why your customers should choose you
  • Why future employees should choose you
  • Where are you better than your competitors

So, What’s The Purpose Of Brand Strategy?

The purpose of Brand Strategy is to give you the tools to achieve things you couldn’t do before. Whether that is shaping an amazing company culture, making sales easier, appealing more to your customer or getting better hires, or reducing advertising spend while getting more results, making it easier to understand what your company does, or taking up more market share and increasing revenue.

Brand Strategy turns the average not only into the extraordinary, but it does so without you having to give up who you are and what you stand for as a company. It gives you everything you need to attract the next hire or the next customer, because you’ll go from a commodity to a prized competitor that can stand up not only to direct competition, but also and most importantly to more established market players. Which, by the way, is the whole reasoning behind my book’s title “Are You Ford or Ferrari?

However, there’s a catch.

Attaining True Brand | What’s The Purpose Of Brand Strategy

First of all, getting to that level requires degrees of commitment that few companies are willing to take. To expand your revenue and market share through Brand Strategy, you need to understand that “brand” is not a Marketing function. Brand is a leadership function that should be driven from a Business Strategy perspective, and owned by someone other than the CMO. 

On that same wavelength, you’ll be faced with the fact that Brand Strategy requires you to answer the three simplest-yet-most-difficult questions every business owner can answer:

  • What do you do?
  • Who do you do it for?
  • Why does it matter?

Most companies need help answering this.
Even with professional help, answering them is hard.
But I can promise you that the outcomes are worth it.

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