What is Brand Strategy and how to utilise It

Making customers care about (and buy into) your brand story

Loretta Nguyen

Digital Campaign Manager at Builder.ai
· 4 minute read
Brand strategy

Who is Builder.ai?

We are on a mission to unlock everyone’s potential with the power of software! Our combined approach of AI, automation and talented humans means that your background, tech knowledge or budget will never hold you back.

Learn more about us

From McDonald’s famous golden arches to the Amazon smile and Google’s famous multi-colored font, we live in a world of brands. Brand strategy is a core component of business, it helps install some of these world-famous brands as highly memorable, or even totally unforgettable.

But away from the grandeur of multi-billion dollar tech giants, the brand strategy still plays a pivotal role in the formation and progression of any start-up or SME.

It’s crucial to nail at the start as it will set the tone for your business, attracting the customers you want to attract, engaging relevant audiences and allying your brand to its products and services.

Any brand journey begins at the start; with brand strategy.

What is Brand Strategy?

A simple brand strategy definition is a plan or strategy that seeks to create brand awareness, positioning, and purpose. It involves long-term strategy, not just looks and visual branding.

Brand strategy seeks to consolidate the foundations of your brand, including its products, purpose and aesthetics.

Your brand should have a USP, products, an angle that targets a potential gap in the market and a solution to solve the types of problems your audience might have.

From there, it’s about selling your brand in the long-term, strategizing how it will develop and the story it will tell.

Stories start at the beginning

Authenticity is paramount to brand strategy, so it’s vital that your brand doesn’t ignore its origins and roots. Oberlo found that authenticity was important to 86% of people when choosing the brands they would support.

Your brand awareness strategy should embrace its humble beginnings. Look after your first customers as much as you can and operate locally if applicable. Word of mouth is really important when you’re starting out and getting a few positive reviews or testimonials on the board early doors will do a world of good for your brand strategy.

Align branding across products

Align branding across products

Brand strategy includes the glue between your products.

One of the most prolific brand strategy examples is Google. Google is somewhat hard to pin down onto any single sector or industry, covering everything from Android phones to Google DeepMind.

Yet, despite its seemingly disparate products and services, Google manages to harmonize its branding strategy across every product by using a simplified, minimalist color palette that combines with a logo that has barely changed in 20 years. Crystal-clear brand messaging seals the deal.

Brand Awareness Strategy

Brand awareness strategies incorporate your brand into a marketing and advertising strategy. You’ll need to align styles, logos, colors, and brand aesthetic across social media, making sure your brand tone is coherent.

Brand Awareness Strategy

Communicate with your customers through multiple mediums. Websites and apps can combine to engage customers across both desktops, laptops, tablets, and smartphones.

Brand Positioning Strategy

Brand positioning aligns your brand to the market and audience you’re targeting. First work out what makes your brand special, what are your unique selling points (USPs)?

How can you leverage your USPs?

Are you targeting a luxury market? In which case, your brand strategy needs to work for your intended audience.

Are your audience students? Then you’ll need to approach and engage with contemporary issues.

Brand strategy: build an app for your brand

Brand strategy is about the power of communication.

Apps are a crucially important branding ingredient, they give you your own digital space, safely occluded from browser windows, tabs and other distractions.

Build an app without writing any code to build your brand

Apps are self-contained, they create a direct stream of communication between you and your audience – perfect for brand strategy.

The Builder.ai Studio Store puts the power of apps in your hands.

Create beautifully branded apps without coding, quickly, and at low cost.

  • Rapid: Create pre-packaged apps that will be ready for delivery in just 2 weeks.
  • Branded: Apps include complete custom branding for your business – perfect for brand strategy.
  • Trusted: Builder.ai has an extensive repertoire working with global brands like Virgin Unite, the BBC and NBC Universal.

So, what are you waiting for? Browse our pre-packaged apps today, and have an app to build a brand strategy that’s too hot to be ignored.

Join the Builder.ai community

Stay up-to-date with the latest industry trends

By proceeding you agree to Builder.ai's privacy policy and terms and conditions

Loretta Nguyen

Digital Campaign Manager at Builder.ai

Loretta Nguyen is a Digital Campaign Manager at Builder.ai where she boosts awareness and generates leads through the use of multi-channel ad campaigns. Loretta has a Bachelor of Business/Commerce from Western Sydney University.

Your apps made to order

Trusted by the world's leading brands

BBC logoMakro logoVirgin Unite logoNBC logoFujitsu logo
Your apps made to order

Related articles

5 digital business strategies every company should implement right now

5 digital business strategies every company should implement right now

Let this year’s mantra be: Adapt, cement, evolve (ACE).

Lakshmi Devan

· 6 minute read
3 strategies to generate fresh business leads during a global crisis

3 strategies to generate fresh business leads during a global crisis

You’re probably missing significant opportunities to generate leads uninterruptedly through this time.

Lakshmi Devan

· 4 minute read
Why a mobile app development strategy is critical for success

Why a mobile app development strategy is critical for success

While digital transformation is available to individuals and businesses at the click of a button, starting out without a mobile app development strategy is like driving with blindfolds.

Lakshmi Devan

· 7 minute read

Real success stories from real customers

See how companies like yours used Builder.ai’s app platform to help them achieve their business goals

How we helped the BBC run a world-class event experience

BBC Click producers needed an app that enabled their live audience to interact with polls and questions, which Builder.ai delivered in double-quick time.

How we saved Makro 98.3% on order management software costs

Asia’s largest cash and carry needed software that could scale with their rapid growth, so we built them something that allowed them to onboard new customers without technical hiccups.

How we helped Moodit’s users “crowdsource” positivity

With our help, Dr Hassan Yasin created a mental health app designed to help children and adolescents express their worries and improve their social connectedness.

Got questions?

Head to our FAQ page for in-depth answers

Read FAQs