Brand strategy is ultimately about defining a brand to give it differentiation in its market. The process usually includes establishing expressive and functional values, a personality, purpose, and crucially, a clear market positioning. Along with other disciplines including brand identity, brand strategy is a component part of ‘branding’.
The brand strategy process can be used for brands operating in either B2B or B2C markets and applied to start-up businesses as well as existing brands, on the basis of a review. A brand strategy may also include ‘brand architecture’, which is a discipline to give clarity on a hierarchy of brands when an organisation has more than one. So if there is a parent brand with different product brands sitting below it, with a clear brand strategy in place, a brand identity can be created which is fully aligned with the parent brand.