Brand strategy is business strategy.
Brand strategies often sound good on paper. But more often than not they’re disconnected from the reality of the organisation that’s trying to execute it. This means they’re unlikely to have the desired impact in terms of influencing organisational culture and behaviours or guiding key business decisions.
An organisation’s brand strategy, its vision, mission, and values, are critical building blocks in the process of developing a successful brand and business. Put simply, brand strategy is business strategy.
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What is a brand strategy?
Brand strategy is defining who your organisation is as a brand and how you are going to communicate that to a specific target audience. This should be based on long-term priorities and how you wish people to think and feel whenever and however they engage with you as an organisation.
By defining the desired future state you wish to realise for the people you’re focussing on, your brand strategy should explain the long-term functional and emotional connections you wish people to experience and associate with your organisation, whether they be an internal or external stakeholder.
Underpinned by research, analysis, and a deep understanding of your target markets a robust brand strategy should provide direction and help you decide what you do, and don’t do.
Our brand strategy services help clients catalyse change and deliver measurable business value by providing the guidance and support they need to objectively assess and optimise their brand strategies.
Key benefits of a brand strategy
Understand target market needs and expectations.
Identify meaningful and sustainable points of difference.
Develop a clear and actionable user centred brand strategy.
What do I get?
Core deliverable
- Target market overview
- Vision, mission, values, and behaviours
- Brand purpose, story, personality, and tone of voice
- Key/unique selling points
- Unique value proposition and/or unfair advantage
- Positioning statement
Additional outputs and deliverables:
- Objectives and key results
- Measurements of success framework
- Stakeholder map(s)
- Internal and external primary research plan
- Brand strategy roadmap
- Current state evaluation: Key insights report
- Internal primary research: Key insights report
- Market, competitor, and user research: Key insights report
- Brand strategy roadmap
Fees
Fees for a brand strategy process start from £25,000 (exc. VAT).
Timeline
The average turn-around time for a brand strategy project is 16-weeks.
What our clients think
“Border Crossing UX helped us transform our brand strategy and digital capabilities.”
“Border Crossing UX provided the expertise and support the National Galleries of Scotland needed and have become a trusted supplier.”
“What made Border Crossing UX’s services excel was the way our individual needs and ambitions were met, so what started out as a concept, has now been realised.”
“Border Crossing UX delivered what they said they would do, when they said they would do it, and were instrumental in helping our team do the same.”
“We believed your knowledge, experience and approach would help us achieve our aspirations, and you delivered!”
“Border Crossing UX’s expert guidance helped us clarify our needs and communicate these effectively to others.”
Want to work with us too?
Discuss your desired outcomes with a user experience specialist.
How do you approach a brand strategy project?
Whether you’re developing a new brand or updating your existing strategy, our user centred approach to brand strategy ensures:
1. Define objectives, priorities, and constraints
- Kick-off workshop
- Measurements of success framework
- Project plan and schedule
2. Conduct research and analysis
- Primary research
- Business and analysis
- Market and competitor analysis
3. Collaborate and generate
- Stakeholder interviews
- Brand strategy evaluation workshops
- Brand strategy exploration workshops
4. Synthesise and prioritise
- GAP analysis
- Prioritisation workshops
- Develop draft documentation
5. Refine, handover, and support
- Develop handover documentation
- Face-to-face presentation(s)
- On-going support
Our approach to evaluating and optimising brand strategies helps clients accelerate business change and growth.
Need a brand strategy?
Discuss your aims and objectives with a user experience specialist.