Why Is Brand Strategy So Important?

Brand Strategy actually influences almost every aspect of your business.

The first episode of our Brand Strategy Video Series explores common misconceptions about what a brand really is and how a brand strategy can be a massive catalyst for growth.

A brand strategy is how you define what makes you absolutely unique in the marketplace and how you are completely separate from your competitors.

Watch Andy Halko, CEO & Tony Zayas, VP of Growth talk about what a brand strategy really is.

A successful brand strategy is able to make it so that you have fewer competitors to create frictionless marketing & sales.

Once you create an impactful and strategic brand, it impacts every part of your organization. 

Lead generation.  Appealing to your target audiences pains and needs to entice them to click.

Conversion.  Convincing audiences to take action is about communicating value and differentiation.

Sales.  Nuanced messaging and materials supporting value propositions drives leads into customers.

Customer Service.  Every employee should be an evangelist of your unique positioning and messaging.

Culture.  Aligning employees and providing clarity for who you are and where the organization is going.

Operations.  When your production teams know why you are different they will be aligned to ensure you deliver on those unique promises.

What should you expect your Brand Strategy to include?

A lot of people think brand is about a logo, but it is much more than that.

Your brand strategy defines what makes you different as well as how you look, sound, feel, and present your business to the world.  A Brand Strategy should be a framework for how you talk about your business, how the entire team executes their jobs and where the company is headed.

In this episode, we talk about how to prioritize your target market which is one of the most important steps to a successful brand strategy.

Trying to be everything to everyone is a sure fire way to not be different or have a clear message of why people should buy from you.

The first part of a brand strategy should be to narrow your market, then you can create the elements of a brand that will make you more competitive.

Target Audiences.  How do you prioritize your audiences to ensure the best use of time and money as well as improve conversions.

Personas.  Know motivations, buying factors, pains, and demographics so you can target them and speak to them.

Value Propositions.  Define what makes you unique compared to competitors and alternatives.

Proof & Aspirations.  Ensure you can convince audiences that you live your value propositions.

Brand Voice.  Define what your organization looks like, sounds like, feels like, and how you communicate.

Flag In The Ground.  An aspirational "we believe" statement that builds a passionate foundation for why you exist.

Elevator Pitch.  In 7 seconds you should be able to explain what you do in a simple and articulate way.

Positioning Statement.  Your positioning is how you deliver on your unique brand position. 

Identity.  Embody your brand as a visual using fonts, colors, a logo, and graphics.

Brand Strategy Guidebook

Download Our Guidebook On How To Create A Brand Strategy

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Why is your audience foundational to Brand Strategy?

One of the biggest challenges we face in business is influencing and causing growth. It can feel like an uphill battle and monumental effort to force an increase in revenue.

The entire team from sales and marketing to operations and customer service have to be aligned, working together, and executing on their objectives.

The biggest issue is that it's easy to get sucked into the day-to-day working in the business - just checking tasks off your list - rather than working ON the business figuring out where you want to go and how to get there.

In episode 3 we discuss Personas, Motivations & Buying Factors. To develop a great brand strategy and message we must start with who we are targeting, what drives them and why they buy.

Foundational questions that are often overlooked but significantly impact revenue and growth never truly get answered... like...


  • Who are the best potential customers that will be easier to sell and drive profits?

  • What motivates our customers to buy?

  • What makes us different than all our competitors?

  • What will make people desperate to work with our business or choose our products?

  • And how do we articulate to the world and prospects why they should want to do business with us?

When we don't know the answer to these fundamental questions, then our marketing, sales, and operations are not aligned and working together.

That makes the uphill growth battle even more challenging.

In episode 4 we focus on Market Differentiation & Value Propositions.  One of the most important parts of marketing and sales is defining what makes you truly unique in the marketplace and how to articulate that.

What's the best approach to creating a strong brand strategy?

Defining a crystal clear, intelligent Brand Strategy that gets every person in our organization able to articulate what makes you the most unique company in the world.

And when every marketing activity, every sales meeting, and every customer interaction is infused your unique market position and value propositions

It completely obliterates competitors - making them irrelevant - while your target market salivates at the idea of choosing you.

Developing an impactful and powerful Brand Strategy isn't easy but it doesn't have to be impossible.

Over the last 18 years in my own business working with hundreds of organizations on how to grow, I've developed a program that brings logic and simplicity to the process of developing unique brands while making the outcome even more strategic.

We call it the Breakthrough Brand Strategy.

In this episode we explore the personification of your brand strategy into a visual identity with your fonts, colors, and logo.

How do your leverage brand strategy for smart messaging?

Our video series dives deep into our specialized approach to building a smart strategy to drive growth.

What makes it special is that we have created logical exercises that build upon each other in a progressive process. This approach removes a lot of the bias and gives structure to the problem solving required to create the right brand strategy.

If you are interested in learning more about our program, just contact our team.

We talk all about developing your foundational messaging including a short identifier, flag in the ground, position statement, and elevator pitch.

In this episode we explore the personification of your brand strategy into a visual identity with your fonts, colors, and logo.

A great brand strategy must be evangelized by every employee and infused in every nook and cranny of your business.

Attend Our Brand Strategy Online Workshop

We've combined the topics from our guidebook and live show into an on demand webinar to take you even deeper into creating a smart brand strategy.

Duration:  1.5 - 2 hours

Speaker / Trainer:  Andy Halko, CEO of Insivia

Type:  Interactive with Active Working Time

Materials:  Brand Strategy Workbook

Brand Strategy Resources from Across The Web
Introduction to Brand Strategy

A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments. But what does that really mean?

Hubspot's Brand Strategy 101

Brand strategy is a plan that encompasses specific, long-term goals that can be achieved with the evolution of a successful brand -- the combined components of your company's character that make it identifiable.

The 16 Rules of Brand Strategy

These perfectly connect consumer behaviors, beliefs, trends and time to your company's core competencies while making competitors irrelevant feels like fitting a key into a lock. Finding that key is rarely an easy process.

Brand Strategy Guide

Your brand strategy defines what you stand for, a promise you make, and the personality you convey. And while it includes your logo, color palette and slogan, those are only creative elements that convey your brand.


How To Assess Your Brand, Website, Marketing & Competitors

There are two things required to reach a destination - first to know where you want to go, but second to also know where you stand today. It's true, if we asked Google maps to direct us to Pittsburgh, but it had no idea where we were then it could not show us the path we need to take.

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