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How to Build a Brand Strategy for Long Term Success
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Andy Leverenz

November 13, 2019

Last updated November 5, 2023

How to Build a Brand Strategy for Long Term Success

In today’s world, business is done on the basis of brands rather than products and services. When people buy an iPhone or a pair of Nike shoes, then they don’t really buy a product but rather a brand.

These companies have done such a spectacular job at building powerful identities, that the target demographic is attracted to their products with ease. So, the question is- do you have a brand strategy as well? If your answer is “no”, then you have come to the right place.

To create a comprehensive strategy for the long term, you can take the following steps:

Identify Your Clientele

It’s a common mistake of budding entrepreneurs to focus on mass selling. The truth is that “everyone” is not a demographic, and you can’t possibly sell on such a large scale. You have to select a small portion of the entire population based on factors like age group, gender, location, etc. This information can lay the framework for your brand strategy which is why you need to take this step very seriously.

Once you have a good understanding of the kind of audience that you want to take your products to, you can create an appropriate brand book that contains the ideal messaging, visuals, and other elements to create the perfect strategy.


There are two things you need to research properly before you can work on your brand strategy. The first is your target demographic, of course. This is because a brand is always cantered around the audience, i.e. individuals who are likely to become fans/patrons of the brand.

The second thing that you need to research is the competition. After all, whatever you are selling, you are likely to have competition in the market. So, you can grow your business and set your company apart only when your brand is different from others. The good news is that you can learn all you need to know about your rivals on the Internet through their websites, social media handles, etc.

Establish Market Positioning

As mentioned earlier, you need to find your USP to stand out. Only then you can attract your target demographic. This step requires a lot of introspection. So, you may want to take a pen and paper to get deeper into your company’s identity. What are some of the things that make you special? Why should people care about your products and services? These are some of the questions that you need to ask yourself. The answers to these can give you the recognition you deserve.

Develop Logo and Tagline

You can’t build a brand without a logo. There is no way around it. Although having a catchy tagline is optional, a logo is something that you can’t do without. You can review some of the biggest brands in the world and see that all of them have unique and attractive logos. The good news is, if you are short on budget, then you can use any decent online logo maker to design high-quality logos yourself. Some of the advanced products use technologies like artificial intelligence to create remarkable designs that are comparable to human designer products.

One thing that you need to remember here is that making a logo is only a piece of the puzzle. There are many other factors that you have to consider as well if you want a real brand. So, don’t get so hooked on the logo alone.

Build a Professional Website

The importance of having a website can’t be understated. After all, it’s a key digital asset that your prospects use to judge your business. So, it’s important that you design a good one that offers great functionality and also carries your brand image properly.

There are a few things to keep in mind when you design or revamp your business website. For starters, you should use the color palette that you have set for your brand. You also need to check the content quality as small mistakes in grammar, punctuation, sentence structure, etc. can have a toll on your reputation. So, if possible, then hire a professional copywriter rather than a freelancer.

If you are tech-savvy, then you can design a top-notch website yourself. There are all kinds of tutorials online for your help- using eCommerce website templates, coding HTML to WordPress, etc.


Creating a brand strategy may seem like a laborious task. However, it’s something that you can’t ignore if you wish to take your business to the next level and want it to grow fast. If you are serious about running your business, then make sure that you apply the information shared in this blog. You are sure to notice an impact. Good luck!

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