Brand Strategy

By definition, brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. Brand strategy is a plan that encompasses specific, long-term goals that can be achieved with the evolution of a successful brand. These are combined components of your company’s character that make it identifiable.  A well-defined and executed brand strategy affects all aspects of a business and is directly connected to customers’ needs, emotions, and competitive environments.

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Purpose of a brand strategy

Brand strategy explains why you are in business and the specific customer needs you fulfill. From customer communication issues to employee retention, a lack of brand strategy causes problems at every level of an organization. Your brand is more than your logo, name or slogan, it’s the entire experience your prospects and customers have with your company, product or service. Your brand strategy defines what you stand for, a promise you make, and the personality you convey ( At Wilbertz Group, before we documented our brand strategy, we suffered from them too. When you have no brand strategy, you don’t understand your purpose, vision, mission, or values, so you make marketing and business decisions that don’t reflect them.  In short, without a brand strategy, you lose.

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Brand Strategy

The Value of Creating a Defined Brand Strategy

Branding is crucial for products and services sold in huge consumer markets. Also, it’s important in B2B because it helps you stand out from your competition. Your brand strategy brings your competitive positioning to life, and works to position you as a certain “something” in the mind of your prospects and customers. Successful branding also creates “brand equity” – the amount of money that customers are willing to pay just because it’s your brand. In addition to generating revenue, brand equity makes your company itself more valuable over the long term.  A great brand strategy helps you communicate more effectively with your market, so follow it in every interaction you have with your prospects and customers.

Building standout brands for a crowded world

Audiences have always gravitated toward authentic brands. But consumers have only grown choosier, and with good reason: Audiences encounter more brands today than ever before. Meanwhile, digital has changed how we tell brand stories. Social, mobile, and next-gen innovations have given businesses of all sizes the ability to share their story – if they can be heard over the noise. In this environment, the most successful brands have a strong relationship with their audience, and a clear understanding of who they are and the values they stand by. That takes strategic clarity, a focus on authentic connection, and a lot of personality. With more than 10 years’ experience transforming brands, Wilbertz Group understands how companies find success and build loyalty in digital. We provide the strategic leadership brands need to discover, rethink, and refresh their identity for today’s marketplace.

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Our Branding strategy process

Your brand is the unifying force behind your business. Building it takes a creative heart and a strategic brain. Our team goes hands-on with clients to identify goals, gather information, and draw their branding roadmap. Before working on your brand strategy, we make sure that we identify your competitive positioning strategy.

Making sure the brand strategy you already have is as effective as possible

  • We poll your customers, employees and vendors by conducting a brand audit. Are their impressions consistent with your strategy? If not, we work on the elements that needs improvement.

Develop your brand around emotional benefits

  • Firstly, we list the features and benefits of your product / service. A feature is an attribute for example a color, a configuration; a benefit is what that feature does for the customer.
  • Determining which benefits are most important to each of your customer segments also matters.
  • Identify which benefits are emotional. The most powerful brand strategies tap into emotions, even among business buyers.
  • At Wilbertz Group, we look at the emotional benefits and boil them down to one thing that your customers should think of when they think of you.

Define your brand personality, story and positioning statements

  • At Wilbertz Group, we think of your brand as a person with a distinct personality. Describe him or her, then convey these brand personality traits in everything we do and create.
  • We then write positioning statements and a story about your brand using this brand messaging throughout your company materials.
  • Moreso, we choose colors, fonts and other visual elements that match your personality and create your corporate identity.
  • Finally we determine how your employees will interact with prospects and customers to convey the personality and make sure your brand “lives” within your company.

After Brand Strategy

Together with your competitive positioning strategy, your brand strategy is the essence of what you represent. A great brand strategy helps you communicate more effectively with your market, so follow it in every interaction you have with your prospects and customers.

If you’re wondering how to choose a great brand name, complete your written brand strategy before you start the naming process. Since your name is an extension of your brand, it’ll be much easier to evaluate the quality of your name choices (instead of starting with the name) with it completed.

Reach out to us

We love to listen and we are eagerly waiting to talk to you regarding your project. Get in touch with us if you have any queries and we will get back to you as soon as possible.


021 300 1830

Head Office

Cape Town, South Africa

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