How to Implement a Strong Brand Strategy

To avoid the pitfalls of a weak brand strategy, startups and emerging businesses should focus on six essential areas:

1.  Clear Messaging

Your brand messaging is the bridge between your business and your audience. It should instantly tell people what you do, who you serve, and why it matters—all within a few seconds of encountering your brand. In today’s fast-paced world, potential customers won’t take the time to figure it out on their own. If your messaging isn’t clear, they’ll move on.

Actionable Steps:

• Craft a simple, clear statement that defines your brand’s purpose.

• Focus on benefits, not just features.

• Test your messaging with your ideal audience for clarity.
  
  

Example: Instead of saying “We sell organic skincare products,” say, “We help people achieve healthy, radiant skin using all-natural, science-backed ingredients.”

2.  Positioning

Brand positioning is about carving out a distinct space in your industry that sets you apart from competitors. It defines how your audience perceives your brand in relation to others, based on factors like price, quality, values, or unique benefits. A well-crafted positioning strategy ensures that when customers think of a specific need, your brand is the first and most relevant solution that comes to mind.

Actionable Steps:

• Identify your niche and specialization.

• Research competitors and find gaps you can fill.

• Establish a unique value proposition that differentiates you.

Example: Tesla positioned itself as a luxury, eco-friendly alternative to traditional cars—rather than competing purely on affordability.

3.  Features & Benefits

Customers make purchasing decisions based on how a product or service improves their lives, not just its technical specifications. By emphasizing benefits—the real-world impact and problem-solving value—your brand creates a stronger emotional connection with your audience. Instead of simply listing features, show how those features translate into meaningful outcomes that address your customers' needs and pain points.

Actionable Steps:

• List out all features of your product/service.

• Translate each feature into a clear benefit for the customer.

• Use customer pain points to guide messaging.
  
  

Example: A project management tool might list “automated task tracking” as a feature, but the real benefit is “saving teams hours of manual work each week.”

4.  Tone & Voice

Your brand’s tone and voice establish its personality, influencing how customers feel when they engage with your business. Whether professional, friendly, authoritative, or playful, maintaining a consistent tone across all platforms builds trust and recognition. A cohesive voice ensures that no matter where a customer interacts with your brand—be it on social media, your website, or in an email—they experience the same authentic and reliable brand identity.

Actionable Steps:

• Choose 3-5 words that describe your brand’s personality (e.g., “friendly, professional, innovative”).

• Try to narrow your focus of these words to 1 word, possibly 2 - to solidify your tone and voice.

• Match your tone to your audience (formal for finance, playful for a kids’ brand, etc.).

• Maintain consistency across all touchpoints.
  
  

Example: Nike’s voice is motivational and bold, while Apple’s is sleek and minimalist—both aligning with their brand positioning.

5.  Brand Story

Your brand story gives your business a relatable, human element that resonates emotionally with customers, making them more likely to trust and engage with you.  You must retain, you are not the 'hero' in your brand's story - your customer is.  You are a guide helping them overcome challenges while creating space for your brand in their lives.  To craft an authentic brand story, identify your customer’s problem, show how your brand provides a clear solution, and illustrate the transformation they’ll experience—creating a compelling narrative that makes your brand unforgettable. 

Actionable Steps:

• Share why your business was created and the problem it aims to solve.

• Highlight real customer stories and testimonials.

• Make your audience feel like they’re part of something bigger.
  
  

Example: Warby Parker’s story about making stylish eyewear affordable created an emotional connection that built customer loyalty.

6.  the One-Liner

Your brand story gives your business a relatable, human element that resonates emotionally with customers, making them more likely to trust and engage with you.  You must retain, you are not the 'hero' in your brand's story - your customer is.  You are a guide helping them overcome challenges while creating space for your brand in their lives.  To craft an authentic brand story, identify your customer’s problem, show how your brand provides a clear solution, and illustrate the transformation they’ll experience—creating a compelling narrative that makes your brand unforgettable. 

Actionable Steps:

• One liner clearly identifies: The Problem, The Plan to Help, and the Solution

• Clearly state what you do, who you serve, and how you do it.

• Avoid jargon—make it conversational.

• Keep it under 15 words for clarity.
  
  

Example:  Here's the formula:  "At [Your Business Name], we help [your target audience] overcome [their key problem] so they can [their desired outcome]—without the hassle."

FAQs About Brand Strategy

Q: How do I know if my business needs a brand strategy?

A: If you're struggling with customer recognition, inconsistent messaging, or lack of differentiation, a solid brand strategy will help clarify your positioning.

Q: Can I develop a brand strategy on my own?

A: While you can define basic elements, working with a branding expert ensures strategic alignment, audience research, and competitive positioning—key factors for success.

Q: How long does it take to build a strong brand strategy?

A: It varies, but a structured brand strategy engagement typically takes 4-8 weeks depending on depth and complexity.

Q: How much does brand strategy cost for a startup or emerging business?

A: The cost of brand strategy for a startup or emerging business can vary significantly based on factors like the depth of strategy needed, the consultant or agency’s experience, and the deliverables included.

Here’s a general pricing breakdown:

• DIY or Online Courses: $0 – $500
  (books, templates, self-guided resources like StoryBrand)

• Freelance Consultants: $2,000 – $10,000
  (custom strategy, positioning, messaging, brand identity guidance)

• Boutique Agencies: $10,000 – $50,000
  (comprehensive strategy, competitive research, messaging framework, identity development)

• High-End or Enterprise-Level Agencies: $50,000+
  (full-scale research, stakeholder interviews, extensive brand systems)