What is a brand strategy?

Brand strategy is your action plan for putting your brand to work. Ultimately it’s about defining and creating an idea that goes beyond products and services: a purpose that explains why your company exists. If you do this well, it will draw people into your orbit – both customers and potential employees – and in the end generate business. The strategy includes a: 

  • Brand platform

  • Brand architecture

  • Brand portfolio management

  • Brand analysis and assessment

  • Market and competitive analysis


Why a brand strategy?

An important guiding document, a well-defined and executed brand strategy affects all aspects of your business and is directly connected to consumer needs and emotions. In short, it lays the foundation for why customers will choose your brand in a time when the power has shifted radically to the consumer.

  • You become more commercially successful.

  • You create an efficient value-driven company culture where people work with a sense of purpose toward the same goal.

  • You differentiate yourself by offering customers not just a product or service but also the value associated with it.

How we do it

We use a model based on the success factors that we have identified in the world’s most successful brands. Every assignment proceeds through the same series of carefully designed steps founded on observation, investigation and methodical testing. We call it observe, think, and elevate. 

process-brand strategy.jpg

Contact us...

  • If you have a startup, and purpose-driven business development is a goal
  • If a merger or acquisition is redefining your brand
  • In connection with marketing introductions and product launches
    (before you start planning)
  • When you need a guiding brand policy document
  • Whenever you talk about brand development


Thomas Von Krusenstjerna

Brand Director | Senior Partner
+46 31 761 56 11

English | Swedish