Brand Aid, Brand Strategy Principals 

May 29, 2024

The application of a brand strategy can lift or crush your business. The world recently watched a popular beer brand burn billions of dollars due to not following the principles in this brief. You know the brand I am talking about without me saying it. That is a perfect segway to the primary pillar of a brand strategy, which is;

Regardless of name, you will be known for your actions through services and products. An appealing or captivating name is an interesting concept. However, most customers will hear about your product or service first, and then inquire about the name.

Have you met an experienced tradesman, maybe a friend of yours, possessing a curious ability to solve problems most simply? They can seem magical, but I assure you it is skill and experience. Enlisting the guidance of a strong brand strategy agency will have the same result. They have knowledge, skills, education, and relationships within an industry of which you have scratched the surface.

Take a quick glimpse into the brand strategy principles you and an agency you hire should include in your brand plan.

  • Know your company       This is a revealing exercise that will deepen your knowledge of your company and where you are taking it. Do not skimp on this process. It will result in a firm grasp of how to get to your goals. Know your product, goal, mission, or movement. See SWOT below.
  • Market research.             Know your target audience in great detail. Gather customer data continually as you grow and develop. What are their motivations, and pain points? This information can be analysed and render growth.
  • Brand Message                 Identify your message and positioning. How will you communicate to inspire customers? Building relationships is a component of successful messaging. How can your customers have a relationship with your brand? What is your brand character, nature, and persona? Answering these questions will assist in your branding uniformity.
  • Brand Metrics                    How will you track growth and impression? Knowledge of past and present brand wellness is necessary to create a straighter line to brand cognisance. Watching and recording your brand growth should be thrilling.
  • Adaptation                         Many strategies omit this vital step in any continual improvement process. People, products, and technology will change. We have to remain present to be aware. Mindfulness will prolong growth.


S.W.O.T. is a guideline for getting to know your own business. It is a structure applied to assess the company's ambitions and strategy for accomplishment.

  • Strengths            Internal good principles or qualities such as; Originality, Creativity, Problem-Solving, or Well-Funded are good tools to possess.
  • Weaknesses      If you have Production Limitations, Staffing, or Vendor/Supply Issues leading to poor customer satisfaction, those are surely weaknesses that need a remedy.
  • Opportunities    Unique Events, Holidays, Specific Following, or New Markets are external targets to be capitalised on.
  • Threats                 Direct rival brand attacks, Poor Market Penetrations, Emerging Factors, Competition, and Similar Brand/Branding are all threats to be assessed and addressed.

Appraise your business through unbiased eyes as much as you can. Be honest and address weaknesses. Develop your customer relationships for insights into a long successful business.


Urban Splatter

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