{"id":4375,"date":"2025-09-11T11:00:00","date_gmt":"2025-09-11T11:00:00","guid":{"rendered":"http:\/\/www.dietdebunker.com\/?p=4375"},"modified":"2025-09-12T10:54:13","modified_gmt":"2025-09-12T10:54:13","slug":"brand-strategy-101-a-marketing-pro-explains-the-important-elements-of-a-company-branding-plan","status":"publish","type":"post","link":"http:\/\/www.dietdebunker.com\/index.php\/2025\/09\/11\/brand-strategy-101-a-marketing-pro-explains-the-important-elements-of-a-company-branding-plan\/","title":{"rendered":"Brand strategy 101: A marketing pro explains the important elements of a company branding plan"},"content":{"rendered":"<p>Whenever I work on branding with companies, I see everyone light up about the tactics. It\u2019s <em>fun<\/em> to play with logo makers, brainstorm names with ChatGPT, or post their first updates on Instagram.<\/p>\n<p><a class=\"cta_button\" href=\"https:\/\/www.hubspot.com\/cs\/ci\/?pg=814dd420-0d49-40e0-b59c-f01066e186c1&amp;pid=53&amp;ecid=&amp;hseid=&amp;hsic=\"><img loading=\"lazy\" decoding=\"async\" class=\"hs-cta-img \" style=\"height: auto !important;width: auto !important;max-width: 100% !important;border-width: 0px;margin: 0 auto;margin-top: 20px;margin-bottom: 20px\" alt=\"Free Kit: How to Build a Brand [Download Now]\" height=\"58\" width=\"424\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/814dd420-0d49-40e0-b59c-f01066e186c1.png\" align=\"middle\" \/><\/a><\/p>\n<p>Yes, your product, logo, website, and name are all <a href=\"https:\/\/blog.hubspot.com\/marketing\/what-are-brand-elements\">elements of a strong brand identity<\/a>. But what\u2019s less flashy (and far more important) is the idea <em>behind<\/em> those elements: the strategy that guides your choices, shapes your growth, and keeps your brand meaningful in shifting markets. That\u2019s what separates the leaders from everyone else.<\/p>\n<p>In this article, I\u2019ll share the core elements of a brand strategy, along with modern branding methods that help you build, reach, and grow an audience that actually cares.<\/p>\n<p><strong>Table of Contents<\/strong><\/p>\n<ul>\n<li><a href=\"#what-is-brand-strategy\">What is brand strategy?<\/a><\/li>\n<li><a href=\"#elements-of-a-brand-strategy\">Elements of a Brand Strategy<\/a><\/li>\n<li><a href=\"#branding-methods\">Branding Methods<\/a><\/li>\n<\/ul>\n<p><a><\/a> <\/p>\n<h2 style=\"font-weight: normal\">What is brand strategy?<\/h2>\n<p>Being memorable used to be enough, but consumers want more from the companies they choose. They expect brands not to woo them with flashy marketing but to <a href=\"https:\/\/www.mckinsey.com\/~\/media\/mckinsey\/email\/genz\/2024\/10\/2024-10-22b.html\">earn their attention and trust<\/a> meaningfully.<\/p>\n<p>Your company\u2019s brand strategy is a long-term plan to address that need. It defines how you express your identity and build meaningful connections with your target audience. A detailed plan gives you the roadmap to turning every interaction into an opportunity to earn trust, loyalty, and relevance within a competitive marketplace.<\/p>\n<p>Now, I mentioned I\u2019ve seen brand strategies that dump all their attention on tangible pieces like logos and posts. But your brand is more than parts; it\u2019s a presence. It\u2019s the intangible stuff \u2014 the visceral feelings that standout brands conjure.<\/p>\n<p>Brand strategy merges art and science, which can trip up many marketers. To help you through this process, I\u2019ve broken down seven essential brand strategy components to shape your path to lasting brand prominence.<\/p>\n<p><a><\/a> <\/p>\n<h2 style=\"font-weight: normal\">Elements of a Brand Strategy<\/h2>\n<p>So you\u2019re ready for a plan \u2014 where do you start? Let\u2019s walk through the core elements of a brand strategy.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"598\" height=\"398\" alt=\"element of brand strategy\" style=\"margin-left: auto;margin-right: auto;width: 598px;height: auto;max-width: 100%\" class=\"lazyload\" data-src=\"http:\/\/www.dietdebunker.com\/wp-content\/uploads\/2025\/09\/element20of20brand20strategy.jpg\"><\/p>\n<h3><strong>1. Authentic Purpose<\/strong><\/h3>\n<p>Why are you in business? What makes you different? And why should buyers care?<\/p>\n<p>Your brand\u2019s purpose is your strategy\u2019s beating heart. I\u2019ll cover several other components, but a misfire on purpose skews everything else.<\/p>\n<p>If you want buyers\u2019 trust, you need a strong purpose, especially as trust is harder to come by. Business intelligence firm Morning Consult found that <a href=\"https:\/\/pro.morningconsult.com\/analysis\/why-gen-zs-trust-is-so-difficult-for-brands-to-come-by\">95% of their tracked consumer brands<\/a> hold lower trust ratings with Gen Z compared to all U.S. adults by an average of 10 points.<\/p>\n<p>Younger generations carry much more skepticism around brands than their predecessors. Frankly, some are just waiting for you to break your <a href=\"https:\/\/blog.hubspot.com\/marketing\/brand-promise\">brand promise<\/a> like some form of consumer Schadenfreude.<\/p>\n<p>In the modern, cynical market, you still should start by defining your brand purpose. Focus on two sides of the <a href=\"https:\/\/brandingstrategyinsider.com\/defining-your-brand-purpose\/\">purpose question<\/a>:<\/p>\n<ul>\n<li><strong>Functional: <\/strong>Success in terms of immediate, commercial reasons<\/li>\n<li><strong>Intentional: <\/strong>Success as it relates to making money <strong>and<\/strong> doing good in the world<\/li>\n<\/ul>\n<p>You need to make money \u2014 that\u2019s a functional part of being a business. But, your company is also an entity in the world that can influence others. An ideal purpose balances these realities.<\/p>\n<p>However, purpose is central to authenticity. I\u2019ve worked in corporate social responsibility departments before, and you can <em>feel<\/em> when your work means something to your company. Leaders check in regularly, resource it properly, and decide with confident purpose. If you\u2019re missing authenticity and think you can hide that from buyers with clever marketing, you\u2019re fooling yourself. (Ask Pepsi how that went with their <a href=\"https:\/\/youtu.be\/uwvAgDCOdU4?si%3DdfwmU0MWsk6XtNHl\">Kendall Jenner ad<\/a>.)<\/p>\n<p>Look at Patagonia, which does brand purpose beautifully:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"650\" height=\"171\" alt=\"brand strategy, mission\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" class=\"lazyload\" data-src=\"http:\/\/www.dietdebunker.com\/wp-content\/uploads\/2025\/09\/brand20strategy2c20mission.jpg\"><\/p>\n<p style=\"text-align: center;font-size: 12px\"><a href=\"https:\/\/www.patagonia.com\/home\/\"><em>Source<\/em><\/a><\/p>\n<p>Patagonia\u2019s brand strategy extends past profit; it\u2019s about sustainability and responsibility. You feel that on its website, advertising, manufacturing processes, and clothing products. If you\u2019re a customer who shares sustainable values, you\u2019ll latch onto Patagonia.<\/p>\n<h4><strong>Key Takeaway<\/strong><\/h4>\n<p>Whatever you choose as your purpose, go all-in. Buyers have little patience for wishy-washy narratives around \u201cdoing good\u201d or minimal effort, like semi-annual Facebook posts of your team cleaning a park. Purpose is lived and breathed \u2014 show your dedication at every customer touchpoint.<\/p>\n<p>If you need a little inspiration, dig deeply into the brands you admire. See how they frame their mission and vision statements and then display them in their marketing.<\/p>\n<h4><strong>Pro Tips<\/strong><\/h4>\n<p>In an interview with <a href=\"https:\/\/cannabisdrinksexpo.com\/en\/blog\/news-69\/-its-a-great-product-it-will-sell-itself-wrong-says-rachel-boykins-377.htm\">Cannabis Drinks Expo<\/a>, marketer <a href=\"https:\/\/www.linkedin.com\/in\/rachel-boykins-16624619\/\">Rachel Boykins<\/a> said that brands can \u201cget a little too lofty\u201d regarding their roles in consumers\u2019 lives. Boykins, now the head of brand strategy at <a href=\"https:\/\/pangeamoneytransfer.com\/\">Pangea Money Transfer<\/a>, expanded her position in an interview with HubSpot.<\/p>\n<p>Boykins noted big brands like Apple, Amazon, or Disney often arise as examples of good branding, but there\u2019s a challenge with that: \u201cThere\u2018s really only one Apple. That\u2019s not something that all brands should aspire or expect to be,\u201d she said.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"650\" height=\"433\" alt=\"brand strategy, rachel boykins\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" class=\"lazyload\" data-src=\"http:\/\/www.dietdebunker.com\/wp-content\/uploads\/2025\/09\/brand20strategy2c20rachel20boykins.jpg\"><\/p>\n<p>Her advice? Get specific. \u201cNot every brand has to hit those heights to be successful. Work with your internal teams to really understand <em>your <\/em>business\u2019 objectives,\u201d she said. \u201cThese are what your budgets and bonuses are made of. And those are obtainable.\u201d<\/p>\n<h3><strong>2. Coherent &amp; Consistent Presence<\/strong><\/h3>\n<p>Like any relationship, you build trust over time by showing up and trying. When people know what to expect from you \u2014 when you\u2019re <em>consistent<\/em> \u2014 they\u2019ll trust you more.<\/p>\n<p>Your brand strategy must establish how you\u2019ll build this trust with a coherent and consistent presence. Buyers should know who you are, understand what you stand for, and see you regularly.<\/p>\n<p>Where have I seen this flop before? When brands discuss things unrelated to themselves or their industry. Past clients have posted random memes or photos on <a href=\"https:\/\/offers.hubspot.com\/how-to-attract-customers-with-facebook\">company Facebook pages<\/a> because they found them personally funny. But incoherent messaging leaves your audience confused or alienated.<\/p>\n<p>The words and media differ between posts and platforms, but your core messaging should stay steady. Use your brand strategy to define a cohesive message that you can share regularly with your audience. Consistency begets brand recognition, which begets customer loyalty and trust.<\/p>\n<p>Consider Apple, 2024\u2019s <a href=\"https:\/\/www.statista.com\/statistics\/264875\/brand-value-of-the-25-most-valuable-brands\/\">most recognizable brand<\/a> in the world. Its commitment to consistency means every element of Apple\u2019s marketing supports each other in a cohesive narrative.<\/p>\n<p>You\u2019ll find no product photos on <a href=\"https:\/\/www.instagram.com\/apple\/?hl%253Den\">Apple\u2019s Instagram account<\/a>; instead, the iPhone-shot photography tells the brand story.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"450\" height=\"596\" alt=\"brand strategy, apple\" style=\"margin-left: auto;margin-right: auto;width: 450px;height: auto;max-width: 100%\" class=\"lazyload\" data-src=\"http:\/\/www.dietdebunker.com\/wp-content\/uploads\/2025\/09\/brand20strategy2c20apple.jpg\"><\/p>\n<p style=\"text-align: center;font-size: 12px\"><a href=\"https:\/\/www.instagram.com\/apple\/\"><em>Source<\/em><\/a><\/p>\n<p>Compare that to product photos of the Apple Watch and AirPods on Apple\u2019s website, which both feature the same bold, mysterious, colorful photography.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"650\" height=\"307\" alt=\"brand strategy, apple fitness\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" class=\"lazyload\" data-src=\"http:\/\/www.dietdebunker.com\/wp-content\/uploads\/2025\/09\/brand20strategy2c20apple20fitness.jpg\"><\/p>\n<p style=\"text-align: center;font-size: 12px\"><a href=\"https:\/\/www.apple.com\/\"><em>Source<\/em><\/a><\/p>\n<h4><strong>Key Takeaway<\/strong><\/h4>\n<p>Consistency matters, but you need something to help you enforce a standard message and look across your brand. That\u2019s why I recommend assembling an <a href=\"https:\/\/blog.hubspot.com\/marketing\/examples-brand-style-guides\">internal style guide<\/a> as part of your brand strategy-building process.<\/p>\n<p>An ideal guide includes details on approved logos, visuals, fonts, voice, and tone \u2014 the minor elements that altogether create your \u201clook and feel.\u201d You can hand your guide to any content creator, and their results will keep that right look across touchpoints.<\/p>\n<h3><strong>3. Emotional Connection<\/strong><\/h3>\n<p>This Volvo commercial runs nearly four minutes, and I couldn\u2019t take my eyes off it for one second.<\/p>\n<p>I find so many brands shy away from emotion. They hammer on the logical or practical reasons to buy their products (e.g., lower prices, higher ROI, better results). But, <a href=\"https:\/\/insight.kellogg.northwestern.edu\/article\/take-5-the-surprising-ways-emotions-shape-consumer-behavior\">positive and negative emotions<\/a> massively influence buyers\u2019 decisions, and it makes for a potent branding tool when wielded wisely.<\/p>\n<p>Brand consultant <a href=\"https:\/\/www.instagram.com\/cornelisjacobs\/\">Cornelis Jacobs<\/a> recently shared with HubSpot that \u201ca brand is really a person\u2019s gut feeling about a product or service or organization. It\u2019s really emotional \u2014 it\u2019s what someone feels.\u201d<\/p>\n<p>For instance, Harley-Davidson uses emotional branding by creating a community around the brand. It founded HOG \u2014 Harley Owners Group \u2014 to connect its customers with the brand and with each other.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"650\" height=\"307\" alt=\"brand strategy, harley\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" class=\"lazyload\" data-src=\"http:\/\/www.dietdebunker.com\/wp-content\/uploads\/2025\/09\/brand20strategy2c20harley.jpg\"><\/p>\n<p style=\"text-align: center;font-size: 12px\"><a href=\"https:\/\/www.harley-davidson.com\/us\/en\/content\/hog.html\"><em>Source<\/em><\/a><\/p>\n<p>Harley-Davidson\u2019s customers get the chance to be part of something bigger than themselves and to join a tight-knit community based on a shared passion for motorcycles. If you want not just a motorcycle but a culture, how could you pass up a brand-new Harley?<\/p>\n<p>Research from psychologists Roy Baumeister and Mark Leary calls this the \u201c<a href=\"http:\/\/persweb.wabash.edu\/facstaff\/hortonr\/articles%252520for%252520class\/baumeister%252520and%252520leary.pdf\">belongingness hypothesis<\/a>.\u201d<\/p>\n<p>\u201cPeople have a basic psychological need to feel closely connected to others, and that caring, affectionate bonds from close relationships are a major part of human behavior.\u201d<\/p>\n<p>Belonging to something meaningful \u2014 finding love, affection, and community \u2014 fulfills deeply human needs. If your brand can evoke that connectedness, then you build more than buyers; you build a committed community.<\/p>\n<h4><strong>Key Takeaway<\/strong><\/h4>\n<p>Talk to your customers and learn what emotions your brand creates for them. Do you deliver peace of mind? Make them feel like part of the family? Do you make life easier? Use these emotional triggers to strengthen your relationship and foster loyalty.<\/p>\n<h3><strong>4. Agility &amp; Responsiveness<\/strong><\/h3>\n<p>In my PR days, I watched clients fumble game-changing opportunities with top-tier media because their rigid processes paralyzed them. Confronted with chances that fell outside the prescribed methods, they suddenly couldn\u2019t decide who should speak to a reporter or what they should say. An <a href=\"https:\/\/nbcuacademy.com\/newsworthy-nonstop-news\/\">endless news cycle<\/a> demands agility and responsiveness, and that\u2019s true for your brand strategy, too.<\/p>\n<p>Your brand strategy is organic \u2014 <em>alive<\/em>. It\u2019s consistent with its core message, but also adapts to changing external environments. Marketers can stay agile within the constraints of brand standards to stay relevant and be creative in separating their brand from competitors.<\/p>\n<p>Let\u2019s look at how <a href=\"https:\/\/oldspice.com\/\">Old Spice<\/a> stayed both true and agile during their last rebrand. Until recently, Old Spice targeted older demographics. It carried a staid vibe, like a can of Old Spice belonged in the yacht club men\u2019s room. But now? It\u2019s one of the most popular brands for men of all ages.<\/p>\n<p>Old Spice knew it needed to change, as competitors like Axe took larger shares of younger generations. <a href=\"https:\/\/www.wk.com\/work\/old-spice-the-scent-of-success\/\">The company teamed up with Wieden+Kennedy<\/a> to respond to changing markets with a pivot.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"650\" height=\"393\" alt=\"brand strategy, old spice\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" class=\"lazyload\" data-src=\"http:\/\/www.dietdebunker.com\/wp-content\/uploads\/2025\/09\/brand20strategy2c20old20spice.jpg\"><\/p>\n<p style=\"text-align: center;font-size: 12px\"><a href=\"https:\/\/www.wk.com\/work\/old-spice-the-scent-of-success\/\"><em>Source<\/em><\/a><\/p>\n<p>New commercials, website, packaging, and product names helped Old Spice find a foothold with millennials and Gen Zers, who latched onto the more <a href=\"https:\/\/thebrandhopper.com\/2025\/05\/12\/a-deep-dive-into-the-marketing-strategies-of-old-spice\/%23google_vignette\">bold tone and absurd humor<\/a>. The company stayed true to its core products and purpose but shifted where needed to respond \u2014 and succeed.<\/p>\n<h4><strong>Key Takeaway<\/strong><\/h4>\n<p>What worked before may not work now. Don\u2019t be afraid to make a change if it can lead to better outcomes.<\/p>\n<p>You don\u2019t need to blow up your entire strategy either. Try small moves and see how your audience reacts. Toy with your tone in 2-3 posts, or highlight a lesser-known product feature. Watch your metrics for new customer reach or current customer engagement bumps.<\/p>\n<h3><strong>5. Employee Advocacy<\/strong><\/h3>\n<p>A company is an abstract entity; it\u2019s the people who make it real. Buyers interact with your employees, and those interactions speak more to your brand than ten thousand social media posts.<\/p>\n<p>Employees serving as brand advocates are ideal, but you need to provide a culture where people <em>want<\/em> to do that. It\u2019s earned, not coerced. And unfortunately, companies have gone the wrong direction in building a culture where employees feel inspired to be brand champions.<\/p>\n<p>The <a href=\"https:\/\/www.edelman.com\/sites\/g\/files\/aatuss191\/files\/2025-01\/2025%2520Edelman%2520Trust%2520Barometer_U.S.%2520Report.pdf\">2025 Edelman Trust Barometer<\/a> found an \u201cunprecedented global decline for employer trust,\u201d as more respondents felt they couldn\u2019t trust their employer to do what\u2019s right \u2014 the first year-over-year decline since 2018. If your own people don\u2019t trust your organization, how can you expect customers to trust you?<\/p>\n<p>Maybe you\u2019ve seen this disconnection play out in a recent customer interaction. A brand is playful and bubbly on social media, so you buy their product. It breaks, and you need support. You\u2019re connected to a grumpy, monotone representative who clearly hates their job. How jarring does that interaction feel?<\/p>\n<p>An internal style guide or interaction training sets the rational foundation, the nuts and bolts of <em>how<\/em> employees should work with customers and the marketplace. But I\u2019ve seen companies neglect the <em>why<\/em> and fall flat on their faces. In your brand strategy, include how you\u2019ll cultivate internal brand champions and connect them to the brand purpose you already established.<\/p>\n<p>It\u2019s something we spend a ton of time on at HubSpot. Our <a href=\"https:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/34234\/the-hubspot-culture-code-creating-a-company-we-love.aspx\">Culture Code<\/a> lays out who we are <strong>and<\/strong> who we aspire to be \u2014 and then invites our thousands of employees to take part in building our <a href=\"https:\/\/www.hubspot.com\/company-news\/2024-in-review-culture-edition\">award-winning culture<\/a>. Look through our Culture Code and glean insights for your organization.<\/p>\n<h4><strong>Pro Tips<\/strong><\/h4>\n<p>Customers see how you treat employees, including who works at your firm, and if it represents your target audience. To that end, Boykins advocates for more diversity in corporate spaces. She shared that she has often been the only Black person and one of few women in many company meetings.<\/p>\n<p>\u201cConsumers have high hopes and expectations\u201d to see diversity reflected in their favorite brands, said Boykins.<\/p>\n<p>Tackling this challenge requires more than superficial diversity \u2014 employees must feel comfortable speaking up across the company. Boykins is blunt about the stakes: \u201cIf brands are not concerned about diversity, they should be concerned about cancel culture. You don\u2019t get a lot of chances.\u201d<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"650\" height=\"433\" alt=\"brand strategy, rachel boykins quote\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" class=\"lazyload\" data-src=\"http:\/\/www.dietdebunker.com\/wp-content\/uploads\/2025\/09\/brand20strategy2c20rachel20boykins20quote.jpg\"><\/p>\n<h4><strong>Key Takeaway<\/strong><\/h4>\n<p>Build a place that reflects your brand\u2019s purpose and the market you serve. Employees won\u2019t advocate without feeling supported at work and given real opportunities to grow.<\/p>\n<h3><strong>6. Customer Loyalty<\/strong><\/h3>\n<p>Customer acquisition takes the lion\u2019s share of attention around business growth. And often, it\u2019s only when disaster looms that anybody thinks to look at <em>customer retention<\/em> \u2014 who\u2019s stuck with their brand. <a href=\"https:\/\/hashtagpaid.com\/banknotes\/does-it-still-cost-5x-more-to-acquire-customers-than-to-retain-them-in-2023\">Retaining customers<\/a> can be more cost-effective than acquiring them. Beyond that, a loyal customer base brings credibility, advocacy, and support that paid marketing can\u2019t buy.<\/p>\n<p>Include ways to reward your most loyal customers in your brand strategy. These folks have gone above and beyond, writing about you, sharing you with friends and coworkers, and acting as brand ambassadors. Thoughtfully cultivating loyalty will pay dividends now and tomorrow.<\/p>\n<p>Sometimes, you just need a thank-you note. Other times, double down on your reward:<\/p>\n<ul>\n<li>Write them a personalized letter<\/li>\n<li>Send them some special swag<\/li>\n<li>Ask them to write a review and feature them prominently on your website<\/li>\n<\/ul>\n<p>When <a href=\"https:\/\/www.hubspot.com\/15k\">HubSpot reached 15,000 customers<\/a>, we wanted to say thank you in a big way while staying true to our brand. So, we dropped 15,000 orange ping-pong balls from our fourth-floor balcony and spelled out \u201cthank you\u201d in huge metallic balloons.<\/p>\n<p>It might seem out of the ordinary to some, but the gesture made perfect sense to those who know our brand.<\/p>\n<h4><strong>Key Takeaway<\/strong><\/h4>\n<p>Brands thrive on loyalty. Find those stories in your customer base and champion them publicly. Highlighting a positive customer-company relationship sets the tone for what potential buyers can expect if they choose you.<\/p>\n<h3><strong>7. Cultural Awareness &amp; Positioning<\/strong><\/h3>\n<p>Good brand strategies include monitoring competitors and seeing how they perform in the marketplace. A <a href=\"https:\/\/blog.hubspot.com\/marketing\/competitive-analysis-kit\">competitive analysis<\/a> helps you understand where to position your brand relative to others and find that unique <em>you-ness<\/em> to stand out.<\/p>\n<p>But amid a distrustful marketplace and generational shifts in how people relate to one another, I believe you need to look beyond industry competition. I include concepts around relational philosophy in my marketing classes, which ask students to consider the impact of a brand\u2019s marketing on the wider world.<\/p>\n<p>Brands are no longer just products or services \u2014 they\u2019re symbols. They\u2019re living signals of an organic culture. And staying relevant to consumers means building a relationship with them, not simply conducting a transaction.<\/p>\n<p>I\u2019ve touched on this idea already, with elements like community building, loyalty, employee advocacy, and strong guiding purposes. Taken together, these strategic pieces influence your positioning within your industry <em>and<\/em> your involvement with and <a href=\"https:\/\/www.thedrum.com\/opinion\/2025\/04\/09\/brands-keep-talking-about-culture-are-they-actually-it\">effects on culture<\/a>. Understanding what\u2019s happening in modern culture and adapting to it keeps your brand fresh, sharp, and honest while carving out your corner of the world \u2014 a <em>true<\/em> competitive differentiator.<\/p>\n<h4><strong>Key Takeaway<\/strong><\/h4>\n<p>Your brand strategy should consider your impact on relationships within our culture and how you want your brand represented. This is less about specific tactics and more about managing an undercurrent of customer care, brand experience, and trend tracking. It\u2019s caring about how you show up in the world and nurturing connection with others.<\/p>\n<p>That\u2019s the quiet yet vital part about growing trust with your buyers \u2014 and how we start truly addressing the trust gap emerging with younger generations.<\/p>\n<p><a><\/a> <\/p>\n<h2 style=\"font-weight: normal\">Branding Methods<\/h2>\n<p>Now that you\u2019re equipped with your core elements, let\u2019s dive into methods to build your brand and reach your people.<\/p>\n<h3><strong>1. Attitude &amp; Lifestyle Branding<\/strong><\/h3>\n<p>I covered emotional connection as part of your strategy; attitude and lifestyle branding leans into that emotional appeal. What does your customer feel about your brand, and how can you build brand loyalty and community with it?<\/p>\n<p>Red Bull offers a compelling example. Everything about Red Bull screams \u201chigh-energy,\u201d from its digital content to its sponsorships of exciting events like cliff diving.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"650\" height=\"293\" alt=\"brand strategy, redbull\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" class=\"lazyload\" data-src=\"http:\/\/www.dietdebunker.com\/wp-content\/uploads\/2025\/09\/brand20strategy2c20redbull.jpg\"><\/p>\n<p style=\"text-align: center;font-size: 12px\"><a href=\"https:\/\/www.redbull.com\/us-en\/polignano-wildest-sports-arena-cliff-diving\"><em>Source<\/em><\/a><\/p>\n<p>If you drink Red Bull, you\u2019re part of this active community. And every part of the company\u2019s branding supports this lifestyle.<\/p>\n<h3><strong>2. Personal Branding<\/strong><\/h3>\n<p>With branding, many marketers turn to social media. After all, clever company pages are how to reach more people and spread your message, right?<\/p>\n<p>That\u2019s shifting: <a href=\"https:\/\/www.cmswire.com\/digital-marketing\/x-meta-and-the-great-social-media-meltdown\/\">Social media is losing its luster<\/a> amid unstable algorithms and a sense that \u201crenting\u201d your audience won\u2019t work anymore. As marketers seek ways to build \u201cowned audiences,\u201d personal branding presents a potentially powerful opportunity.<\/p>\n<p>Focusing brand work on a single person \u2014 be it a founder, key employee, or affiliated celebrity \u2014 lets you build prominence that can travel cross-platform. For example, YouTuber Emma Chamberlain built a massive following and turned it into a brand of her own: <a href=\"https:\/\/chamberlaincoffee.com\/\">Chamberlain Coffee<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"650\" height=\"307\" alt=\"brand strategy, chamberlain coffee\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" class=\"lazyload\" data-src=\"http:\/\/www.dietdebunker.com\/wp-content\/uploads\/2025\/09\/brand20strategy2c20chamberlain20coffee.jpg\"><\/p>\n<p style=\"text-align: center;font-size: 12px\"><a href=\"https:\/\/chamberlaincoffee.com\/\"><em>Source<\/em><\/a><\/p>\n<h3><strong>3. Product Branding<\/strong><\/h3>\n<p>Most marketing teams lean on product branding to execute their brand strategy effectively. You associate a logo, name, color, and design with a product to craft a unique product identity. It breathes life into your products and makes them noteworthy within the marketplace \u2014 especially useful in crowded spaces.<\/p>\n<p>I\u2019m writing this article on a perfect example: Apple\u2019s MacBook. Each tier of MacBook \u2014 \u201cAir,\u201d \u201cPro,\u201d and \u201ciMac\u201d \u2014 conveys product-specific messaging that reinforces the product\u2019s high quality.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"650\" height=\"322\" alt=\"brand strategy, mac\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" class=\"lazyload\" data-src=\"http:\/\/www.dietdebunker.com\/wp-content\/uploads\/2025\/09\/brand20strategy2c20mac.jpg\"><\/p>\n<p style=\"text-align: center;font-size: 12px\"><a href=\"https:\/\/www.apple.com\/shop\/buy-mac\"><em>Source<\/em><\/a><\/p>\n<h3><strong>4. Co-Branding<\/strong><\/h3>\n<p>In co-branding, also known as a brand partnership, different brands combine their traits and characteristics into a fused brand. Co-branding lets companies or individuals benefit from each other\u2019s market strengths, customer bases, and perceived value.<\/p>\n<p>One of the most popular co-branding examples is the Nike and Michael Jordan collaboration. The Air Jordan collection was famously fraught from the outset, with <a href=\"https:\/\/www.footlocker.com\/history-of-air-jordan.html\">Nike paying the fines<\/a> levied by the NBA for Jordan wearing the shoe during his rookie season. But, as Nike and MJ\u2019s stars rose together, their co-branded shoes became some of the most sought-after and recognizable footwear worldwide, driving a <a href=\"https:\/\/www.sportico.com\/business\/commerce\/2024\/nike-revenue-jordan-brand-billion-1234785967\/\">$7 billion annual brand<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"0\" height=\"0\" alt=\"brand strategy, nike\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" class=\"lazyload\" data-src=\"http:\/\/www.dietdebunker.com\/wp-content\/uploads\/2025\/09\/brand20strategy2c20nike.webp\"><\/p>\n<p style=\"text-align: center;font-size: 12px\"><a href=\"https:\/\/www.nike.com\/jordan\"><em>Source<\/em><\/a><\/p>\n<h3><strong>5. Purpose-Driven Branding<\/strong><\/h3>\n<p>Companies that feel especially called to their purpose often weave that passion into their branding. This <a href=\"https:\/\/www.ama.org\/marketing-news\/four-strategies-define-the-future-of-purpose-driven-branding\/\">purpose-driven branding<\/a> creates a powerful connection with buyers who care about similar causes. I\u2019d caution you to <em>truly<\/em> believe in your purpose \u2014 not only can buyers sniff out phonies, but they\u2019ll pillory you for it.<\/p>\n<p>As a positive example, shoe company Veja has an entire page dedicated to its <a href=\"https:\/\/project.veja-store.com\/en\">sustainability mission<\/a> and how that plays out across its supply chain. You can see where the company sources cotton and natural rubber for its shoes. Its transparency <em>adds to<\/em> its brand and makes sustainability stylish.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"650\" height=\"307\" alt=\"brand strategy, veja\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" class=\"lazyload\" data-src=\"http:\/\/www.dietdebunker.com\/wp-content\/uploads\/2025\/09\/brand20strategy2c20veja.jpg\"><\/p>\n<p style=\"text-align: center;font-size: 12px\"><a href=\"https:\/\/www.veja-store.com\/\"><em>Source<\/em><\/a><\/p>\n<h3><strong>6. Brand Extension<\/strong><\/h3>\n<p>Brand extensions are when a company adds one of its popular or established brand names to a new product. The idea is to use existing brand equity to boost the latest product.<\/p>\n<p>Companies hope customers will better receive the new offering because they trust the original brand. If you\u2019ve worked hard to build brand trust, brand extensions can be lucrative. Just be sure you feel good about the new product. It should match your purpose and make sense as a representative of your brand.<\/p>\n<p>A great example is Google Nest, a line of smart home devices like thermostats. Originally founded as Nest Labs, the company built a dedicated following and a reputation for high-quality products. When Google bought Nest for <a href=\"https:\/\/www.reuters.com\/article\/technology\/google-gains-entry-to-home-and-prized-team-with-32-billion-nest-deal-idUSBREA0C1HP\/\">$3.2 billion in 2014<\/a>, Google wanted to retain Nest\u2019s brand equity while extending its reach using Google\u2019s global brand identity. Google Nest was born.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" width=\"650\" height=\"322\" alt=\"brand strategy, google\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" class=\"lazyload\" data-src=\"http:\/\/www.dietdebunker.com\/wp-content\/uploads\/2025\/09\/brand20strategy2c20google.jpg\"><\/p>\n<p style=\"text-align: center;font-size: 12px\"><a href=\"https:\/\/store.google.com\/category\/connected_home?hl=en-US\"><em>Source<\/em><\/a><\/p>\n<p><a><\/a> <\/p>\n<h2 style=\"font-weight: normal\">A great strategy demands a great brand plan.<\/h2>\n<p>You may want your brand to give off fantastic vibes, but vibes alone can\u2019t run a brand strategy. Customers expect more from the companies they support. And in an age where you face global competition and shrinking trust, it\u2019s never been more important to know who you are, what you stand for, and how to share it with the world.<\/p>\n<p>Dig deep. Ask the tough questions. Your answers become your roadmap to a strong brand plan that helps you stand out and stay relevant, no matter your size or market.<\/p>\n<div>\n<p>I copied this infographic from the original blog but changed the names to reflect more modern approaches. May not be relevant anymore.<\/p>\n<p><span style=\"font-style: italic\">Editor&#8217;s note: This post was originally published in August 2015\u00a0and has been updated for comprehensiveness.<\/span><\/p>\n<div>\n<div>\n<div>\n<div>\n<div>\n<div>\n<div>\n<div>\n<div>\n<div>\n<div>\n           <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" alt=\"\" width=\"1\" height=\"1\" style=\"min-height:1px!important;width:1px!important;border-width:0!important;margin-top:0!important;margin-bottom:0!important;margin-right:0!important;margin-left:0!important;padding-top:0!important;padding-bottom:0!important;padding-right:0!important;padding-left:0!important\" class=\"lazyload\" data-src=\"https:\/\/track.hubspot.com\/__ptq.gif?a=53&amp;k=14&amp;r=https%3A%2F%2Fblog.hubspot.com%2Fblog%2Ftabid%2F6307%2Fbid%2F31739%2F7-components-that-comprise-a-comprehensive-brand-strategy.aspx&amp;bu=https%253A%252F%252Fblog.hubspot.com%252Fmarketing&amp;bvt=rss\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Whenever I work on branding with companies, I see everyone light up about the tactics. It\u2019s fun to play with logo makers, brainstorm names with ChatGPT, or post their first updates on Instagram. Yes, your product, logo, website, and name are all elements of a strong brand identity. But what\u2019s less flashy (and far more&#8230;<\/p>\n","protected":false},"author":1,"featured_media":4377,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[],"class_list":["post-4375","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"_links":{"self":[{"href":"http:\/\/www.dietdebunker.com\/index.php\/wp-json\/wp\/v2\/posts\/4375","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.dietdebunker.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.dietdebunker.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.dietdebunker.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.dietdebunker.com\/index.php\/wp-json\/wp\/v2\/comments?post=4375"}],"version-history":[{"count":2,"href":"http:\/\/www.dietdebunker.com\/index.php\/wp-json\/wp\/v2\/posts\/4375\/revisions"}],"predecessor-version":[{"id":4392,"href":"http:\/\/www.dietdebunker.com\/index.php\/wp-json\/wp\/v2\/posts\/4375\/revisions\/4392"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.dietdebunker.com\/index.php\/wp-json\/wp\/v2\/media\/4377"}],"wp:attachment":[{"href":"http:\/\/www.dietdebunker.com\/index.php\/wp-json\/wp\/v2\/media?parent=4375"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.dietdebunker.com\/index.php\/wp-json\/wp\/v2\/categories?post=4375"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.dietdebunker.com\/index.php\/wp-json\/wp\/v2\/tags?post=4375"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}