What is an Effective Brand Strategy?

By: Fortune PR Expert

“Whether you are a small, medium or a big company, a corporate or even a startup, you will need a brand strategy. An effective brand strategy provides a central unifying idea which all behavior, actions, and communications are aligned. It works across products and services and is effective over time. The best brand strategies are so differentiated and powerful that they deflect the competition. They are easy to talk about, whether you are the CEO or an employee. Moreover, a brand strategy is built on a vision. It needs to align with the business strategy. It emerges from a company’s values and culture, and reflects an in-depth understanding of the customer’s needs and perceptions. An effective brand strategy will help you define your product’s positioning, differentiation, competitive advantage, and unique value proposition.”