Brand strategy includes:
A competitive audit provides us a map of the strengths and weaknesses of your competition so that we know where you fit in. It’s important to know whether your brand’s strengths are yours or are shared with other brands in the marketplace.
Positioning is the "place" you want to own in your customer’s heart and mind — the warm fuzzy you want them to think of when they think of your brand. Effective brand positioning maximizes your relevancy, differentiation, and brand value.
A brand story encompasses the facts and feelings that are created by your brand (or business, if you prefer). A story must inspire an emotional reaction. Your story is what makes buyers relate to your brand by inspiring them, persuading them, motivating them, and ultimately making them want to connect with your product.
TONE OF VOICE
Your brand’s tone of voice embodies and expresses your personality and values. The words and sentences you present to your customers plays a significant role in their ability to understand who you are and if they like, or more importantly, believe you.
A brilliant name sets the direction for almost everything that your brand represents and is one of your core differentiators. Don’t underestimate the complexity of this process.