Anytime you’re trying to increase awareness of who your company is, what you represent, and what you have to offer your customers, it’s important that you have a brand strategy that can help you do it effectively. Your brand strategy will help you target your ideal demographic as well as identify ways that you can reach them in the best and most efficient way. If you’re not sure what you should include in your strategy, we have a list of six elements that we believe are most important.

Have Purpose

Above all else, you should have a purpose behind what you do and you need to be able to convey that message to your customers. For example, if the overall purpose of your business is to serve your customers, let them know how you’re going to do it. Identify what it is about the customer service that sets you apart from your competitors. If you want to help provide shoes to impoverished children in a third-world country, let your customers know that with every purchase they’re supporting you in this effort.

Target Audience

No matter what you do with branding your company, you’re going to appeal to a certain demographic. Whether this is a specific age group, income bracket, or marital status, the products you offer and the way you present your brand are going to appeal to some individuals more than others. Be aware of the audience you appeal to and strategize your branding around that. If you plan on shifting your target demographic away from those who you’ve historically appealed to, consider what it’s going to take to essentially rebrand yourself in this way.

Brand Personality

Every brand needs to have a personality. Your personality includes everything from your voice in advertising, how your employees address the public, your logo design, and the colors you use. Your brand’s personality must fit the audience that you’re trying to reach. For instance, you’re not likely to use bright colors, polka dots, and a loopy font if you’re trying to appeal to middle-aged men. Rather, this scheme is more fitting for women.

Market Analysis

If you’re trying to reach a specific geographic area, your demographic is often a larger market than it would be if you segmented it. While this opens you up to great opportunities, it also requires you to do more market research to identify who you’re trying to reach. Yes, you can mention local landmarks and use regional vernacular to appeal to residents in your market. However, this can sometimes feel like pandering if you’re not a local business. Be aware of who you’re trying to appeal to in a market and find specific ways to address those you want your brand to speak to.

Tell a Story

People love stories. This is evidenced by centuries of success of books as well as decades and trillions of dollars in movies. While anybody can tell a story, good stories are relatable. Your brand will become more attractive to potential clients and customers as you tell the story of your company or individual products. This can include relating the story about the roots of your company or the initial idea for the products or services that you offer. Give some insight into where you came from, where you’re going, and what it is about your company that people can relate to.

Value Proposition

What do you have that provides value to your customers? Your brand should be able to easily identify how your customers benefit from working with you. The value that you provide to your customers needs to be easily identified either while they’re watching an advertisement or reading content on your website. Make it plain and clear so that if someone were to ask your customers why they shop with you, they would have a simple answer easily available. Your value proposition could be anything from the fact that you’re helping to provide meals for children in third-world countries to something as simple as you make online shopping easy.


If you’re trying to effectively brand your company, you need a strategy to convey the message that comes with your brand. Your brand strategy includes everything your company puts out to the general public from your logo to the voice you use on your website to the way you target your customers. While you might have some success addressing potential customers and clients without a specified strategy, you could be missing out on significant opportunities for growth.