[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-branding-strategy":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",9773,{"id":24,"name":25},"author-0301142015","Canto","2020-11-23T08:51:45","2026-05-01T15:20:41","Branding strategy: Definition, process, and elements","branding-strategy","Branding strategy basics: A comprehensive guide","When was the last time you evaluated your branding strategy? Did it meet expectations? Chances are, you need to rework it. This guide will help.","What is a branding strategy? A branding strategy is a unique, long-term approach to developing and maintaining the key objectives that define your brand. It outlines how a business meets its marketing goals, nurtures customer relationships, and strengthens internal alignment — acting as a comprehensive roadmap to ensure your brand consistently reaches its targets. At […]","What is a branding strategy? A branding strategy is a unique, long-term approach to developing and maintaining the key objectives...","\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-a-branding-strategy\">What is a branding strategy?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>A branding strategy is a unique, long-term approach to developing and maintaining the key objectives that define your brand.\u003C\u002Fstrong> It outlines how a business meets its marketing goals, nurtures customer relationships, and strengthens internal alignment — acting as a comprehensive roadmap to ensure your brand consistently reaches its targets.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">At its core, branding strategy is guided by \u003Ca href=\"\u002Fglossary\u002Fbrand-management\u002F\">brand management\u003C\u002Fa>: the continuous practice of shaping how audiences perceive, experience, and trust your brand, including the management of logos, imagery, colors, voice, messaging, and differentiation.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--5-important-steps-in-the-branding-strategy-process\">5 important steps in the branding strategy process\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Work through these five steps in order to ensure your strategy works for your brand. Adjust each step to your personal needs when necessary.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. Determine why your brand is unique\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>If you don’t give the market the story to talk about, they’ll define your brand’s story for you.\u003C\u002Fem>” – David Brier\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The first step in any branding strategy is figuring out what makes your specific brand unique. Determine how your different products and services, as well as brand culture, are positioned.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"482\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190352\u002Fbranding-strategy-4.jpg\" alt=\"Green seats in a stadium with one yellow.\" class=\"wp-image-51299\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190352\u002Fbranding-strategy-4.jpg 800w, \u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190352\u002Fbranding-strategy-4-450x271.jpg 450w, \u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190352\u002Fbranding-strategy-4-768x463.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">To further demonstrate the power of positioning, let’s use \u003Ca href=\"https:\u002F\u002Fwww.apple.com\u002F\" target=\"_blank\" rel=\"noopener\">Apple\u003C\u002Fa> as an example. Apple’s products are of a high quality, always a step ahead of the market mean and their brand culture is transformative. Their specific branding strategy adapts to future changes and reflects its market positioning.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Apple’s \u003Ca href=\"\u002Fblog\u002Fbrand-positioning\u002F\">brand positioning\u003C\u002Fa> is an ideal which other brands can aspire to reach. It is a forward-moving brand, willing to take risks in order to set trends and place itself at the forefront of new and exciting technology.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Identify some key elements required to position your own brand. Show why your brand stands out, especially among its competitors. One way to do this is through a USP, or unique selling proposition.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Optimize and leverage your USP\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A crucial step in the branding strategy is creating and maximizing your USP. A USP, or unique selling proposition, provides reasons why a specific brand is superior to its competitors, showing off its innovative abilities and value.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190351\u002Fbranding-strategy-5.jpg\" alt=\"A sticky note that reads 'unique selling proposition'.\" class=\"wp-image-51301\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190351\u002Fbranding-strategy-5.jpg 800w, \u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190351\u002Fbranding-strategy-5-450x300.jpg 450w, \u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190351\u002Fbranding-strategy-5-768x512.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Once the USP has been created, it’s time to implement it, using it as a foundation all brand assets should follow. The USP is a guiding hand for other brand elements, making it easy to create effective and on-point logos, color schemes and more.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">With your USP acting as a reference point, you’ll have branded assets optimized to mesh with your brand ideals. Next, you’ll need to implement these ideas internally.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Extend the strategy internally\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">All too often we believe that branding strategies are limited to advancing a brand to externals, like customers and clients. This of course is only half the battle, and we need to focus on encouraging internal team members to strive for brand greatness.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190351\u002Fbranding-strategy-6.jpg\" alt=\"A group of workers collaborating.\" class=\"wp-image-51303\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190351\u002Fbranding-strategy-6.jpg 800w, \u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190351\u002Fbranding-strategy-6-450x300.jpg 450w, \u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190351\u002Fbranding-strategy-6-768x512.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">One of the easiest ways to do this is establishing and distributing a \u003Ca href=\"\u002Fblog\u002Fbrand-style-guide\u002F\">brand style guide\u003C\u002Fa>. This will boost efficiency and accuracy throughout each project. Another thing you can do is create internal structures, which can pass on relevant information when necessary. This is often done through the use of a brand manager.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Next, you’ll need to consider the outreach of your brand.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">4. Keep an ear to the ground\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">How receptive is your brand to the public? How tuned-in to the customers are you? Ideally, you’ll want to be available on different communicative platforms in order to not leave anyone out.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Structure your strategy around both your current channels of communication, as well as platforms you plan to use in the future. It may help to take an inventory of the platforms your brand reaches out on. This prevents incidents where customers feel you’re unresponsive as a brand.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"290\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19185858\u002Fbranding-strategy-35.jpg\" alt=\"An illustrated infographic about customer loyalty to brands.\" class=\"wp-image-53879\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19185858\u002Fbranding-strategy-35.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F11\u002F19185858\u002Fbranding-strategy-35-450x218.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Using these numerous channels, take advantage of the opportunity to present the highlights of your brand to the public. Usually, this takes offering them something of value. After this is done, it’s time to evaluate the functionality of your strategy.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">5. Embrace analytics\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Now that you have a branding strategy in place, it’s time to check whether or not it’s meeting your standards. The best way to do this is by measuring it throughout the implementation process. Nearly everything is quantifiable in marketing – don’t be led to believe otherwise.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Potential metrics include web traffic on certain pages, email engagement and how often social media content is shared.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"529\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190350\u002Fbranding-strategy-7.jpg\" alt=\"A laptop with multiple graphs on it.\" class=\"wp-image-51304\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190350\u002Fbranding-strategy-7.jpg 800w, \u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190350\u002Fbranding-strategy-7-450x298.jpg 450w, \u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190350\u002Fbranding-strategy-7-768x508.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">There are fortunately many tools to check how well your branding strategy is working, such as \u003Ca href=\"https:\u002F\u002Fanalytics.google.com\u002Fanalytics\u002Fweb\u002F\" target=\"_blank\" rel=\"noopener\">Google Analytics\u003C\u002Fa>. Use all the weapons you have at your disposal to ensure your branding strategy is working well.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now that you have some ways to better create a branding strategy, let’s look at the crucial components of a strategy.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--5-qualities-of-a-successful-branding-strategy\">5 qualities of a successful branding strategy\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The following five elements, though they aren’t the only ones, are some of the most fundamental qualities of a powerful branding strategy.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. Brand-wide uniformity\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">No branding strategy can hold up without a concerted effort for uniformity across different channels and marketing campaigns. There should be an obvious connection from one platform or advertisement to the next, ensuring customers don’t get conflicting ideas about your brand or become confused with the messaging.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"290\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19185858\u002Fbranding-strategy-36.jpg\" alt=\"An infographic about brand recognition.\" class=\"wp-image-53881\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19185858\u002Fbranding-strategy-36.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F11\u002F19185858\u002Fbranding-strategy-36-450x218.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\"> \u003Cbr \u002F>For example, say that your brand has blue color schemes and lighthearted messaging. If you had a blue layout and goofy phrases on the business YouTube page, but red layouts and serious tone on the Facebook page, the transition from one to the next won’t be seamless. Keep \u003Ca href=\"\u002Fblog\u002Fbrand-consistency\u002F\">brand consistency\u003C\u002Fa> in mind when creating branding strategies.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Adaptability\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Though we need to maintain uniformity throughout our marketing campaigns, that doesn’t mean we have to close our brand off from adjustment and adaptability. Instead, part of our branding strategy should include occasional adjustments.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"521\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190350\u002Fbranding-strategy-8.jpg\" alt=\"A slinky toy flexing from one spot to the next.\" class=\"wp-image-51305\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190350\u002Fbranding-strategy-8.jpg 800w, \u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190350\u002Fbranding-strategy-8-450x293.jpg 450w, \u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190350\u002Fbranding-strategy-8-768x500.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Does this mean a total \u003Ca href=\"\u002Fblog\u002Frebranding\u002F\">rebranding\u003C\u002Fa> effort should take place regularly? Of course not, but the concept should be at least a part of your branding strategy so that you can make the correct adjustments when needed.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. True focus on customers\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">The customer perspective should be at the center of all your branding activities. This includes finding the right market, as well as keeping current customers happy through different creative efforts.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"355\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190350\u002Fbranding-strategy-9.jpg\" alt=\"A customer using a smartphone.\" class=\"wp-image-51306\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190350\u002Fbranding-strategy-9.jpg 800w, \u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190350\u002Fbranding-strategy-9-450x200.jpg 450w, \u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190350\u002Fbranding-strategy-9-768x341.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">It’s one thing to find and attract the right customers to your products and services. It’s another to then put serious focus into retaining them. Show them that you care about them, and that they’re more than just numbers in a machine.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">4. Adherence to statistics and data\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Without a legitimate focus on stats and data, you’ll be behind in many different ways. It’s not enough to just be aware of relevant information. Instead, you need to interpret these numbers and consider how they relate to your strategic goals.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"599\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190349\u002Fbranding-strategy-10.jpg\" alt=\"A digital data chart.\" class=\"wp-image-51307\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190349\u002Fbranding-strategy-10.jpg 800w, \u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190349\u002Fbranding-strategy-10-450x337.jpg 450w, \u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190349\u002Fbranding-strategy-10-768x575.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">One of the biggest advantages to focusing on the available data is the idea that you’ll be able to better understand your competitors, which will in turn provide opportunities to outperform them. Consider how trends and the analysis of these trends could give you an edge.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">5. Communication\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Finally, an important element in an effective branding strategy is a commitment to communication throughout the brand. Remember that all parts of a brand need to communicate in a similar way to retain customer loyalty.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"385\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190349\u002Fbranding-strategy-11.jpg\" alt=\"A person using a laptop.\" class=\"wp-image-51308\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190349\u002Fbranding-strategy-11.jpg 800w, \u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190349\u002Fbranding-strategy-11-450x217.jpg 450w, \u002Fcdn\u002Fen\u002F2019\u002F09\u002F19190349\u002Fbranding-strategy-11-768x370.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Make sure that your strategy pushes employees to communicate with each other and customers in a way that suits the brand ideals. You’ll find that once everyone is on the same page, all other areas of the strategy you create will work much better.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--final-thoughts\">Final thoughts\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">I encourage you to pick and choose the techniques and elements from this guide that specifically speak to your strategic goals. No article can lead you to the exact strategy you want to build. Fill in the pieces along the way so that your brand is bolstered by a personalized strategy.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For more information about branding, check out our comprehensive \u003Ca href=\"\u002Fblog\u002Fbranding-guide\u002F\">branding guide\u003C\u002Fa>.\u003C\u002Fp>",6,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2017\u002F11\u002F19194918\u002Fbranding-strategy-2.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2017\u002F11\u002F19194918\u002Fbranding-strategy-2-450x300.jpg","Two coworkers standing at a table discuss a branding strategy while comparing a number of printed diagrams, lists and charts.",533,800,[43],{"id":44,"slug":44,"title":45,"path":46},"branding","Branding","\u002Fpost-category\u002Fbranding\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19190507\u002FBest-branding-conferences-14-450x263.jpg",38832,"best-branding-conferences","The best branding conferences, virtual and in-person","The landscape of conferences has changed, but that doesn’t mean you can’t still benefit from them. Learn more here.","\u002Fblog\u002Fbest-branding-conferences\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F06\u002F19194645\u002Frebranding-4-450x316.jpg",28603,"rebranding","Rebranding guide: How to evaluate brand marketing strategy and execute a successful rebrand","Rebranding boosts brands by creating exciting new values while keeping up with modern realities and preventing stagnation. Learn more here.","\u002Fblog\u002Frebranding\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191128\u002Fbrand-recognition-29-1-450x282.jpg",25209,"brand-recognition","Why brand recognition helps businesses: Strategies to build lasting awareness","This is my painless process to gain valuable brand recognition that you can implement right away. Sound interesting? Learn more here.","\u002Fblog\u002Fbrand-recognition\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1789275710157]