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Brand & Marketing Strategy

If you’re confused about the difference between branding, marketing, and sales, you’re not alone. They’re separate but interrelated activities designed to help a business grow its customer base and increase revenue.

What is a brand?

While a brand is commonly perceived as a name, symbol, design, or distinctive feature that differentiates a seller’s product or service from his/her competitors, it’s so much more than that.

Successful brands have proven that the intangible aspects (e.g. emotion, purpose, social values) are far more effective in building brand loyalty and influencing purchase behavior. 

Branding, therefore, is a strategy to help consumers identify and connect with a product or service over the brand’s competitors. Without a clearly defined brand identity, consumers wouldn’t have a compelling reason to choose Product A over Product B. 

Depending on your business goals and objectives, we will map out a blueprint to get your brand from where it is to where you’d like it to be through our following services:

Brand strategy

What is a brand strategy? In short, it’s a plan designed to achieve specific long-term business goals through a well-developed brand.

Whether you’re a new business or an established brand in the market looking to reach new audiences, an updated brand strategy takes into account the latest market and consumer trends to enable you to scale your operations and reach your target audiences much more efficiently.

An effective brand strategy needs to work hand in hand with a cohesive brand identity and brand positioning strategy.

Consistency is key in branding, from standardised use of a logo to communication messages aligned with the brand’s values and overall mission and vision. It’s a key factor in building trust and credibility, which in turn fosters brand loyalty and customer retention.

Not sure where to start? Share your brand goals with us.

Brand identity

What does your brand represent? What emotions or values would you like consumers to associate with your brand?

The first step in defining your brand identity starts with creating a Logobook, which provides a visual identity guide for your brand.

The Logobook defines the design rationale, characteristics, colours, typefaces, and terms of use of your brand logo. In simple terms, it will govern the use of your logo to ensure a consistent and cohesive brand identity in parallel with your brand positioning and overall brand strategy.

A more comprehensive brand identity guide comes in the form of a Brand Book, which dives into the A to Z of the brand:

  1. The essence of the brand: Purpose, philosophy, values, vision, mission, long-term goals
  2. Visual identity: Logo, colours, typefaces, graphics, terms of use, design guidelines & applications for different media
  3. Brand story: Why the brand exists, how it was conceived, what it aims to achieve
  4. Target audience: Who will benefit most from the brand and resonate best with its values and philosophy
  5. Language: Tone of voice, communication direction and style (visual & written), type of content and messaging
  6. Digital media: Web design and social media guidelines, content direction and goals


Need us to walk you through this in more detail? Let’s connect.

Brand positioning

Where would you like your brand to be in relation to your competitors?

A clear brand positioning strategy allows you to:

  1. Differentiate your product/service from your competitors
  2. Target specific consumers who will benefit most from your product/service and connect with your brand values
  3. Personalise your marketing efforts to resonate with your specific target audience(s)

A carefully thought-out brand strategy along with a cohesive brand identity and positioning will pave the right foundation for an effective and actionable marketing strategy that’s aligned with your brand values and goals.

Tell us where you envision your brand to be; we’ll work with you to make it happen.

Marketing strategy

Ideally, your marketing strategy should be developed as an extension of your brand strategy, however, a standalone marketing strategy can be equally effective if it’s done in the right way.

3 Key Components of a Solid Marketing Strategy:

i) Create Customer Personas
Before you can come up with a strategy to drive sales of your product, first, you need to understand your target audience(s). This means coming up with customer personas to represent each target group so you can tailor your communication and social media activities to resonate with each group.

ii) Set SMART Goals
Without goals, you won’t be able to map out your action plan or track your progress. SMART goals are:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Time-Bound


iii) Set Benchmarks

Finally, without clear and measurable benchmarks, you won’t be able to quantify the results of your marketing activities. Examples include landing page visits, social media shares, CTA clicks and conversions, email open rates, online orders, etc.

With a solid marketing strategy in place, you can then create a specific and actionable marketing plan that outlines the monthly or quarterly activities to achieve your goals.

Need help figuring this stuff out? That’s why we’re here. Tell us about your business goals and we’ll take it from there.

Let’s work together on your next web project