Brand strategies come in many different forms, from the simple brand onion or pyramid through to far more detailed programmes. While there are a range of theories that are highly influential (such as positioning, value proposition and loyalty) there is no definitive framework for developing brand strategy. The field has grown significantly over the last 20 years, and agencies are often adding to, rather than simplifying, the strategy process in order to position themselves as leading-edge.
Brand Strategy territories
While there is no perfect brand strategy, there is a set of guiding principles, or territories, that a robust brand strategy must incorporate.
The Syndicate’s brand strategy framework is an example of the three territories in action, showing the staging, and relationships of the activities underpinning each territory (please click the image to view larger).
Using the full brand framework
Brand strategy relies on a strong internal logic and connection between these three territories. When each territory clearly informs the next, a strong line is drawn from an organisation’s purpose and aspirations, through to the actual connections it will make with consumers.
There are a number of benefits to working with this complete brand strategy framework.