Brand strategy, briefly summarised

Here is brand strategy in brief. Let us start with the simplest part. A brand is, put simply, a product tied to a trademark. An example would be Nike and Nike shoes. So when we say brand strategy, it is about taking the trademark and attaching a feeling or a relationship to the product, or to the brand itself.

The biggest companies we know today all have some form of strong brand strategy behind them. Apple, with its simple but beautiful design, encouraging people not to be afraid of thinking differently. Nike and its connection to sport and the slogan Just Do It. Or Red Bull and the feeling of extreme sports and excitement.

Although we like to think we run in Nike because they are good running shoes, that is probably not the whole truth. Nike is not a shoe manufacturer, in fact it owns no factories at all. Factories in China and Vietnam are contracted to produce Nike shoes.

You see, there is no shortage of knowledge about how to make a Nike shoe. It is the strong brand association held by consumers that makes it impossible for those factories to sell the very same shoe without the Swoosh logo.

The purpose of a brand strategy is therefore to create a relationship between your brand and your audience, so that despite similar qualities from your competitors, your customers choose you because you represent something to them. They feel they know your brand, and feel a little faster when they put on the Nike shoes you make.

Need help building your own brand strategy? Get in touch with us at Link Utvikling for a chat.

Sources:

Markedssjefene: how to build a brand strategy

Marketing Management, Kotler and Keller

Written by Vegard Kallhovd and Adis Mujanic