How Brand Strategy Helps You “Connect the Dots”

The concept of brand strategy has come a long way from the days when it was simply a logo and a tagline. Every business, but especially businesses rooted in traditional sales and marketing techniques like manufacturing, have an opportunity to take a step back and think through the steps needed to really take control of their brand.

What Is Brand Strategy?

Brand strategy is the purposeful process of distilling, aligning, and promoting your business’s vision, values, mission, personality, and promise to your customers. When done right, a brand strategy empowers businesses to take control of their brand, influence buyer perception and behavior, and lead the narrative around their company.

Brand Strategy Guides Everything

One of the greatest benefits of a strong brand strategy is that it guides decision-making. Brand strategy influences everything from sales and operations to customer service, marketing, and beyond. When a brand strategy is in place, it streamlines any choice.

Does this product, statement, advertisement, process, or content align with the brand?

Why or why not?

Developing and updating your brand strategy helps you prepare for the unexpected. A strong brand creates a solid foundation from which to address any number of challenges—regardless of whether they are in your sales channels, in your operational processes, or customer facing.

Brand strategies comprehensively factor in every aspect of your business, aligning every single department in your company or “connecting the dots.” Your brand strategy doesn’t just give you the tools you need to tackle the issue head on, it is the tool. Look to it as you and your team prepare for growth.

Positive Alignment

Brand strategies pull in all the small, floating pieces of your brand and put them into place, aligning every one of your business’s processes, assets, and team members. A solid brand strategy empowers your team to speak confidently and consistently about what you do, who you are, and how you solve your customers' problems. Most importantly, working on your brand strategy will ensure each customer, employee, partner, or your community will experience your brand in more or less the same way, creating a cohesive public understanding and trust of who you are by building brand loyalty and equity.

Brand Strategy for Manufacturers

Acuity and Strategy House are teaming up to empower manufacturers to take control of your brand and prepare your company for future growth. In this five-part series, we explore overall brand experience, how to align your brand for your customers, employees, and community. Finally, we share how to set a brand strategy and where to start on your branding journey.