Online Marketing Amsterdam

Build a brand that gives direction and sticks

About brand strategy

A clear brand strategy is essential for brands that want to grow. Point. In a market full of competition and rapidly changing customers, a thoughtful brand strategy is your compass. Brand strategy is important because it provides the basis for how customers recognize you, why they remain loyal and what sets you apart from the rest. This makes brand strategy important as it serves as the foundation for all brand actions and decisions, guiding your business toward long-term success. It guides your choices, ensures clear communication and makes your brand stronger.

Without a brand strategy, chaos ensues – internally and externally. Your message changes per channel, campaigns don’t make sense and employees don’t know what you stand for. A strong brand strategy ensures focus and clarity: it makes it crystal clear what your brand stands for, what you promise and how you will deliver.

An effective brand strategy:

Connect vision, positioning and identity into one clear story, starring your product
Ensures consistent communication across all channels
Helps with choices in campaigns, propositions and tone of voice
Builds brand equity, customer trust and loyalty
Makes your brand scalable and future-proof

The best brand strategies show how a brand differentiates itself through product, message and positioning. Brands that build strategically are better prepared for growth and competition. A great brand strategy provides a clear direction and ensures all brand decisions align with your purpose and goals. They attract the right customers, build stronger relationships and are recognizable in everything they do.

The importance of a well-thought-out brand strategy is also evidenced by the fact that it helps you increase brand awareness. By being consistent and recognizable in your communications and visual expressions, you make it easier for consumers to identify and remember your brand. A holistic approach that incorporates several elements—such as brand identity, tone, and values—is key to building a successful strategy. This contributes to a positive reputation and increases the likelihood of customers coming back to you.

In addition, a brand strategy makes clear what makes your brand unique and why customers should choose you in particular. It helps you make sharp choices in a crowded market, maximizing your distinguishing capacity. The overall brand perception is shaped by how consistently you present your identity and values across all touchpoints. This prevents your brand from becoming diluted or unclear, and ensures that your message always matches the expectations of your target audience.

Description brand strategy

Brand strategy is the strategic framework in which you define what your brand stands for, who you serve, how you communicate and where you grow. In brand strategy lies the true identity of the brand. The meaning of brand elements, such as colors and visual style, evokes specific feelings in consumers and contributes to brand recognition and positioning. Setting goals within this framework provides long-term direction and strengthens brand strategy. It is more than just positioning or branding: it is the overarching brand vision with which you act consistently and credibly both internally and externally.

A good brand strategy connects your mission, vision, core values and brand personality to your positioning, proposition and communication style. Consciously choosing brand values ensures that your brand is recognizable and trustworthy for your target audience. By consciously communicating these values, you make consumers aware of what your brand stands for and increase customer loyalty. In addition, a clear brand strategy helps identify your brand to consumers so that it stands out in the marketplace. It provides guidance for marketing, sales, design and leadership – and forms the backbone of a strong brand that moves with the times without losing its identity.e.

What to expect in a good brand strategy with distinctiveness

Analysis of brand, market, target market and competition
Brand essence: mission, vision, core values and brand promise
Brand personality and tone of voice
Strategic framework for positioning and communication, focusing on increasing distinctiveness from competitors
Advice for brand structure (sub-brands, labels, brand hierarchy), where the use of a clear and eye-catching label on product packaging supports brand identity
Guidelines for application in content, branding and internal culture, where employee engagement is essential for communicating the vision and mission
Visual identity and communication, reflecting the brand image through consistent presentation on websites, social media and packaging, for example
Using a brand strategy model as a foundation for consistent brand messages and an effective market approach

Possible applications of the brand strategy model

New brands or startups that want to strategically launch and market a new product, considering whether to launch under one brand or another brand (multibrand) strategy to serve different market segments.
Organizations looking to sharpen or recalibrate their brand strategy, where it is important to put the consumer first and create clear associations and brand recognition.
Multi-brand mergers or rebranding projects, often using existing brands to increase market share or achieve new positioning.
Internal brand anchoring for teams and culture, with emphasis on strengthening loyalty and brand preference by consistently communicating brand values and building trust with both employees and consumers.
Basis for branding, marketing and communication strategies, as applied by the vast majority of organizations following these applications.

Our approach: from brand foundation to brand focus

Intake & strategy conversationWe’llmap out your brand ambitions together. What do you want to achieve? What are you up against? We listen to your story and make sure we get your context clear.
Analysis & DiagnosisWedive into your market and see who is moving around you. Where are you right now? What makes you different? We examine step by step your position and strengths.
Strategic developmentHere’s wherethings get concrete. We build a brand strategy that really suits you: who are you, what are you going for and how do you sound? Everything is put clearly on paper.
Presentation & validationYouget a clear document with your complete brand strategy. Immediately usable for your team and for external partners. No woolly language, but concrete tools.
Implementation advice (optional)We help you further with practical tips. How do you translate this to your website, campaigns or team culture? Step by step, so you can get started right away.

Introduction to Brand Strategy

A well-crafted brand strategy is the foundation for building a strong brand identity and fostering lasting customer loyalty. It acts as a comprehensive guide for all your marketing efforts, ensuring that every message, visual, and interaction is aligned and cohesive across every channel. A successful brand strategy starts with a deep understanding of your target audience, allowing you to develop a unique brand positioning that sets you apart in the marketplace. By weaving together key elements such as brand values, brand personality, and a compelling brand story, you create a strong brand that truly resonates with your target market. An effective brand strategy not only drives business growth and increases brand recognition, but also lays the groundwork for long-term success by making your brand memorable and meaningful.

Brand strategy starts with the core of your brand positioning

A successful brand strategy always starts with discovering the core of your brand. This means you must first get clear on what your brand stands for, what its purpose is and what values it conveys. It is essential to define what your brand represents, as this clarifies the brand’s purpose and how it is perceived in the market. Only when this foundation is solid can you continue to build on a distinctive identity and powerful positioning. Establishing a clear brand mission and crafting mission and vision statements are crucial steps in articulating your brand’s purpose and future direction. The brand strategy process begins by answering fundamental questions: Who are you as a brand? Your mission statement plays a key role in defining the brand’s purpose and guiding its actions. What makes your brand unique? And how do you want your brand to be perceived by the target audience?

By starting brand strategy at the core, you ensure that all communications, visual elements and products are aligned with the essence of your brand. Incorporating your brand’s core values and consistently reflecting your brand’s values across all touchpoints helps create a consistent and authentic brand experience that builds trust and loyalty.

Brand Purpose

Brand purpose is at the heart of a comprehensive brand strategy, defining why your brand exists and the unique role it plays in the market. It goes beyond products or services, capturing the deeper mission and core values that guide every decision your business makes. A clear brand purpose helps shape a strong brand identity, making it easier for your brand to stand out and connect authentically with your target audience. When your brand purpose is well defined and consistently communicated, it becomes the driving force behind a well executed brand strategy, inspiring both your team and your customers. Ultimately, a strong brand purpose is essential for building a brand that is authentic, meaningful, and capable of making a lasting impact.

Brand Values

Brand values are the guiding principles that form the backbone of a strong brand strategy. They define what your brand stands for and influence every action, decision, and interaction your business has with the world. By establishing clear brand values, you create a solid foundation for your brand identity and ensure that your marketing materials, customer service, and business practices all reflect the same core beliefs. This consistency helps build trust and loyalty among your target audience, setting your brand apart from competitors. When your brand’s values are evident in everything you do, you create a strong brand that not only attracts customers but also inspires them to stay loyal for the long term.

Target Audience

Understanding your target audience is a crucial part of developing a comprehensive brand strategy. This process involves conducting thorough audience analysis to identify the demographics, preferences, and motivations of your target market. By gaining a deep understanding of your target audience, you can tailor your brand messaging and marketing efforts to address their specific needs and pain points. This targeted approach not only helps you build a strong brand that resonates with your customers, but also fosters loyalty and drives business growth. Knowing exactly who you are speaking to ensures that every aspect of your brand is relevant, engaging, and effective in building lasting connections.

Defining brand strategy: how do you go about it?

Defining your brand strategy is a strategic process that requires careful consideration and sharp choices. Start by analyzing your market, your target market and your competitors. Conducting thorough market research and competitive analysis is essential to understand the landscape, identify trends, and uncover opportunities for differentiation. What are your customers’ needs? Where are there opportunities? What positioning best fits your brand and business objectives? Clearly defining your brand’s positioning, crafting a compelling brand positioning statement, and articulating your value proposition are crucial steps in establishing your brand’s place in the market.

You then formulate clear objectives and a brand essence that forms the basis for all brand expression. This includes defining your mission, vision and core values, which together form your brand identity. Connecting your brand strategy to your overall business strategy ensures alignment with broader business goals and long-term success. It is also important to establish your brand promise and tone of voice so that you communicate consistently and recognizably. Specifying and understanding your target customers, target clients, and target audiences is vital for creating messaging and experiences that resonate with those you aim to serve.

Defining a brand strategy is an iterative process: keep evaluating and adjusting based on feedback and market developments. Continuously refining your branding strategy helps maintain relevance and effectiveness in a changing market. In this way, you ensure that your brand strategy is always in line with reality and the wishes of your customers.

Brand Architecture

Brand architecture is the blueprint that organizes all the elements of your brand, from your brand identity and messaging to your visual identity. It establishes a clear structure and hierarchy, defining how different brand elements relate to each other and ensuring consistency across all marketing channels. A well-designed brand architecture supports a strong brand strategy by making your brand easy to understand, navigate, and remember. It helps clarify your brand’s offerings, streamlines communication, and enhances brand recognition. By investing in a thoughtful brand architecture, you create a cohesive brand experience that strengthens your position in the market and supports long-term growth.

Brand Consistency

Brand consistency is key to building a strong brand identity and earning customer loyalty. It means ensuring that every aspect of your brand—from visual identity and brand messaging to tone of voice—is uniform across all marketing channels and customer touchpoints. Consistent brand elements help your target audience recognize and trust your brand, making your marketing efforts more effective and memorable. By maintaining brand consistency, you reinforce your brand’s values and personality, supporting the development of a successful brand strategy. In a crowded market, a strong and consistent brand stands out, builds lasting relationships, and drives sustainable business success.

Grow your brand with a strong brand strategy

With a well-defined brand strategy, you can grow your brand in a targeted way. By consistently communicating and projecting your brand values, you build a strong relationship with your target audience. This helps foster loyalty among existing customers by maintaining and strengthening those relationships. This leads to increased brand awareness, trust and ultimately customer loyalty. A strong brand strategy also plays a crucial role in attracting and engaging new customers and potential customers by clearly communicating your brand’s unique value.

A strong brand strategy also helps you make choices in product development, marketing campaigns and customer approaches. You know exactly what message you want to convey and how best to do it. This makes your marketing more effective and ensures better recognition in the marketplace. Additionally, focusing on customer experience as part of your brand strategy can create a memorable impression and drive brand growth.

In addition, a strong brand strategy makes your brand scalable and future-proof. You can launch new products and services that align with your brand values, and respond to changing customer needs without losing your identity. It is also important to track progress to measure and evaluate the effectiveness of your brand strategy over time.

Why brand strategy is important to your success

Brand strategy is important because it is the backbone of your brand and business. It makes it clear what your brand stands for, why it exists and how it stands out from others. Defining why your brand exists and what makes your brand stand out is essential for building a meaningful connection with your audience. Without a good brand strategy, it is difficult to create a consistent and recognizable brand experience, which reduces the trust and loyalty you build with customers. Consistency is supported by a strong visual identity, well-managed brand assets, an internal style guide, clear brand guidelines, and a defined brand voice, all of which help reinforce recognition and trust.

A strong brand strategy helps you make sharp choices in a crowded market and prevents your brand from becoming diluted or unclear. It gives direction to all communication and product development so that everything you do contributes to strengthening your brand. Executing your brand strategy effectively also involves aligning your marketing campaign, marketing strategy, and search engine optimization efforts to ensure your brand message reaches and resonates with your target audience.

Moreover, a good brand strategy ensures that your brand remains relevant in a changing market. You can respond flexibly to new trends and customer demands, while staying true to the core of your brand. This makes your brand sustainable and successful in the long run. Long-term success is driven by ongoing brand building, thoughtful brand development, strategic branding, and learning from strong brands that have established lasting value. A comprehensive brand strategy considers the different aspects of your brand, including its mission, audience, and the problems it solves, to ensure a holistic and effective approach.

Creating a new brand

Establishing a new brand requires a clear vision and structured approach. It starts with the basics: what do you stand for and what do you want to achieve? Then you develop a distinctive visual identity – a powerful logo, appropriate colors and consistent style. These visual elements ensure that people immediately recognize you, online and offline. How you present your brand on social media and other channels also plays a big role in building awareness. Using fun language, such as playful puns and a casual tone, can make your communication more engaging and help your brand stand out. By adopting a strong brand strategy from day one, you lay the foundation for a brand that quickly establishes itself and builds a loyal customer base.

Moreover, when establishing a new brand, it is important to understand your target audience well. Who are your customers, what drives them and what needs do they have? By integrating these insights into your brand strategy, you can develop a brand that truly resonates with your target audience and matches their expectations.

Furthermore, it is important to clearly articulate your brand story. This story tells not only what your brand stands for, but also why it exists and what makes it unique. Clearly defining your value proposition will help communicate the unique value your brand offers and set you apart from competitors. An authentic and inspiring brand story helps build an emotional connection with your customers and makes your brand memorable. Communicating your core values through your brand story also allows potential employees to see if their personal values align with your company culture, helping you attract the right talent.

Good examples of brand strategy

Inspiration for your own brand strategy? Look at brands that excel in their approach. Coca Cola is the prime example of strong, consistent visual identity. The brand positions its products globally with a recognizable message and clear values. Apple shows how innovation, design and ease of use lead to loyal customers and a distinctive position. These examples show: a well-thought-out brand strategy, combined with unique identity and clear message, makes the difference between being absorbed by the masses or growing into a strong brand.

Other brands such as Nike and Tesla illustrate how a clear mission and strong brand values help the brand grow and build a loyal customer base. Nike inspires with its focus on performance and perseverance, while Tesla presents itself as a pioneer in sustainable technology. These brands show that a brand strategy is not only about visual elements, but also about conveying beliefs and connecting with the target audience at a deeper layer.

By studying these good examples, you can learn how to develop your own strong brand strategy that differentiates your brand and helps it grow in a competitive marketplace. brand strategy that differentiates your brand and helps it grow in a competitive marketplace.

Frequently asked questions about brand strategy

What is the difference between brand strategy and brand positioning?

Brand strategy is the overarching set of choices about what your brand stands for, what it wants to achieve and how it communicates. Within this, positioning is the place you occupy in the market compared to others.

How long does a brand strategy process take?

On average, 4 to 8 weeks, depending on the scope and depth. For compound brands or mergers, more time is needed.

Who is a brand strategy relevant to?

For any organisation looking to grow with a clear story – from startup to established name, and from non-profit to commercial speler.

Will I get a strategy document?

Yes, you will receive a clear presentation or PDF with the full brand strategy, ready for use in branding, communication and internal support.

Reviews

Saskia Fulo

Het team van Online Marketing Amsterdam heb ik leren kennen als kundige professionals die het concept communicatie, marketing en online snappen en als geen ander beheersen. Ze beloven geen gouden bergen maar boeken gouden resultaten waar elke ondernemer blij van wordt. Ze zijn altijd up to date van de laatste ontwikkeling op online gebied, geven passend advies en ontwikkelen strategieën die aansluiten bij de filosofie en gedachtegoed van je organisatie en gaan voor de volle 100% + 10 voor hun klanten. Als je als organisatie naar de next level wilt met je online zichtbaarheid en positionering is Online Marketing Amsterdam je partner in crime.

Jona Bronkhorst

OMA is scherp en resultaatgericht. Ze combineren strategie, technologie en creativiteit op een no-nonsense manier, waardoor merken écht impact maken. Als freelance creatief heb ik meerdere keren met hen gewerkt aan naamontwikkeling, design, themacampagnes en employer branding. Soepel in de samenwerking en fijne club. Aanrader!

Merel de Deugd

Het samenwerken met Michael is heel prettig, persoonlijk maar ook heel professioneel. Michael heeft veel kennis van zaken, denkt met de klant mee en staat altijd 'aan'. Waardoor hij betrouwbaar is en je op hem kunt bouwen. Normaals dank voor de samenwerking en we zullen de 'vlokfeesten' missen.
Team PlanB Media (Bert, Liesbeth en Merel)

Odile Kransky-Jans

Oplossingsgericht is key bij OMA, de heren zijn zeer flexibel in het leveren van kwaliteit! Vooral sterk in video, pack-shots en Google Ads. Meerdere malen met OMA gewerkt o.a. voor Heineken.

Becky's Bootcamp

Ontzettend blij met Michael en Jasper. Ze zijn ontzettend vriendelijk, meedenkend, enthousiast en willen je ook echt helpen groeien. Wat ik persoonlijk heel fijn vind is dat ze bij een ''startende onderneming'' budgetwijs meedenken. Michael en Jasper voelen heel vertrouwd, en dat is heel fijn samenwerken. (Ow en.. wij zijn pas een maand of 3 bezig, en ik ben al zo hard gegroeid! Op naar meeeeer!!)

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