What is Brand Strategy?

Definition and Basic Features: Brand strategy is a comprehensive plan used to determine a brand's market position, define its target audience, and convey the brand's message. This strategy should include the brand's values, vision, and mission, and should be applied consistently across all communication channels of the brand.

Basic Elements of Brand Strategy

Brand Vision and Mission: Brand vision defines the brand's long-term goals and what it wants to achieve. The mission explains how the brand will achieve this vision and what kind of value it offers to its customers.

Target Audience: Brand strategy should determine the main audience that the brand appeals to. Target audience analysis is supported by demographic data, behavioral information, and market research.

Value Proposition: The brand should define the unique value it offers to its customers. This includes how the brand stands out from its competitors and what specific benefits it offers to customers.

Brand Identity: Brand identity encompasses all visual and sensory elements of the brand, from the logo to the color palette, typography to visual elements. Brand identity should reflect the brand’s personality and values.

Message and Tone: The brand strategy should determine what messages the brand will convey and how. This includes the brand’s tone of voice, communication style, and content strategy.

Corporate Identity and Brand Design

Corporate Identity: Corporate identity is the way a company or brand presents itself. This includes logos, color palettes, typography, packaging design and all marketing materials. Corporate identity is the visual and physical expression of the brand and should reflect the brand's values, mission and vision.

Brand Design: Brand design is the process of creating the visual identity of the brand. This process is shaped in accordance with the brand's target audience and strategic goals. A good brand design clearly conveys the brand's message and establishes a strong bond with its target audience.

The Relationship Between Brand Strategy and Corporate Identity

Brand strategy and corporate identity are two important elements that complement each other. While brand strategy determines the brand's core values, goals and messages, corporate identity brings this strategy to life with visual and sensory elements. Brand design is developed in accordance with strategic goals and strengthens the brand's identity.

Brand Strategy Creation Process

Market Research and Analysis: Analyzing the market and competition, target audience research and evaluating trends.

Defining Brand Vision and Mission: Determining the brand's long-term goals and mission.

Determining Target Audience: Defining and analyzing the main audience the brand will appeal to.

Developing Value Proposition: Determining the unique values ​​the brand offers to customers.

Corporate Identity Design: Designing the logo, color palette, typography and other visual elements that reflect the brand identity.

Message and Tone Strategy: Determining which messages the brand will convey and how, and the communication style.

Implementation and Evaluation: Implementing the brand strategy and regularly evaluating it, revising it when necessary.

Conclusion

Brand strategy ensures the success and sustainability of the brand by integrating with corporate identity and brand design. A good brand strategy enables the brand to establish a strong bond with its target audience, gain a solid place in the market and achieve long-term success. Brand design and corporate identity reinforce the brand's identity as the visual and sensory expression of this strategy and offer customers a consistent brand experience.