Brand Strategy

Brand Strategy Services

What Is Brand Strategy?

We pride ourselves on delivering a big agency product with a small agency experience. Brand strategy services are critical to providing that level of value.

The best branding honors who you are today, but also charts a course for who you will become. It is a catalyst for growth, and the bridge that takes you from where you are to where you want to be. Branding crafts a strategy for success and builds assets to make it real.

In short, branding is not about communicating value; it’s about creating value. It is not what you make; branding is what you make possible. Brand strategy is the blueprint for success.

Brand strategy is the foundation of your brand—a definitive framework that concisely outlines your aspirational north star, why you exist, what makes you valuable, and how your brand will come to life in a compelling and actionable way.

In a crowded marketplace, a brand must differentiate itself or die. To stand apart from competitors, or better yet, stand alone as a category of one, a brand must understand itself fully and clearly broadcast its essence and offering to the world.

You can’t be a leader by following a leader.

Successful brands dance to the beat of their own drum—but as a real and genuine behavior rather than a “performance” to get noticed. The more your attitude feels fabricated or insincere, the less your viewers will be influenced by it.

How do you begin to do that? Brand strategy.

Why Is Brand Strategy Important?

Here at Helms Workshop, strategy informs everything we do. It serves as the foundation for all of our creative efforts, ensuring communications stem from and reinforce a singular, compelling idea.

It also builds a valuable manual for your company’s team to understand, share, and live the brand. Sometimes referred to as the brand’s Bible or “the Football,” brand strategy is our compass in defining, articulating, and growing the brand. Successful brand strategy charts a palpable connection across every touch point, from business strategy to brand guidelines.

Brand strategy services businesses’ myriad needs, both external and internal. It clearly defines core values, strengths, challenges, and opportunities in the marketplace. Great brand strategy draws a line in the sand and forces your team to make hard decisions and set strict goals. Who are you? What do you do? Why does it matter? What is your bulletproof argument that people should care? You must dig in and be unflinchingly honest about your value proposition and how you are different and better than your competition. A strong brand strategy agency knows that how you position your brand must be true and never fabricated. A brand is a promise. A good brand is a promise kept.

This doesn’t mean brand strategy cannot be aspirational—but it must be actionable. Effective brand strategy allows key decision-makers to help define the brand. It creates a consensus among all parties responsible for delivering brand messaging and driving the company forward. Everyone must be on board with that vision for brand strategies to work.

How We Build Your Brand Strategy

“The central problem of brand-building is getting a complex organization to execute a simple idea.”
—Marty Neumeier

Crafting brand strategy is an exercise in distillation. Our first step is to listen and learn. We ask questions, interview stakeholders, review past positioning, and analyze the competition. Our team dives deep to mine insights into what makes you, you. What is your most valuable asset as a business and a brand? That may be your provenance, story, legacy, geography, culture, product, or any of the above. This discovery phase is our time to gather every nugget of information that could spark insights to bolster brand strategy. In this early work, before we create your brand strategy framework, we suspend judgment and fight to avoid taking anything at face value or jumping to early conclusions.

Once properly armed with an arsenal of information, we distill all ideas, attributes, and aspirations that define your brand into an actionable and comprehensive brand strategy. Your strategy should be as simple, concise, and brief as possible. If an element isn’t absolutely crucial to define the vision, it should be scrapped. In brand strategy, less is more. We take more time and effort to produce a strategy where every word carries weight.

“I apologize for such a long letter—I didn’t have time to write a short one.”
—Mark Twain

What Our Brand Strategy Services Include

We custom-tailor the scope and breadth of each brand strategy exercise specifically to the client’s needs. Some of our clients come to us with a wealth of consumer data for us to use as a springboard in crafting strategy. Others need the help of a branding agency to better understand their customer, audience and market. We build a customized strategy exercise that takes these factors into account, the scope of which may include some or all of the following elements:

Consumer Research
Focus Groups
Stakeholder Interviews
Desk Research
Brand Audit
Competitive & Shelf Set Research
Brand Strategy
Channel Strategy
Product & Brand Architecture
Visual Strategy

Following a brand strategy exercise the next steps are developing verbal identity, brand identity, all brand touchpoints, and marketing planning.

To Commission, Or Not To Commission Research

Information and insight are the raw materials we use to build brand strategy. In brand strategy consulting, there is no such thing as too much information. Often, client partners come to the exercise with a wealth of quantitative and qualitative data. They understand their customer base and have a defined target audience. Their brand positioning statement rings true, aligning brand values and business goals. They understand their brand equity, and need help to build a brand that embodies and actualizes it for current and potential customers.

In those instances, we can employ that information as the genesis of our work, a springboard to launch our team directly into developing strategy and a strong brand identity. In other cases, client partners hold less information about their industry, audience, and competition. Those cases call for more profound research before we can get started.

Consumer and competitive research can take several forms and follow various processes. On the lighter side, desk analysis involves online exploration of industry articles, category growth reports, sales trends, and other data. On the opposite end of the spectrum, you have commissioned studies: custom-facilitated exercises that range from surveys and focus groups to ethnographies and audience development. We can also purchase previous studies relevant to your brand and business. Regardless of the criteria, the goal is to enter strategy development as fully informed and knowledgeable as possible.

How to Use Market Research

A key aspect of making research useful is interpretation—how we analyze and activate the data we have in our arsenal. Consumer reports alone cannot drive or dictate brand strategy. The insight we collectively apply to the information should steer the path forward.

“If we had asked the public what they wanted, they would have said ‘faster horses.’ ”
—Henry Ford

Research represents a platform on which we begin to build brand strategy, not the strategy itself. Many brands have fallen prey to the perils of a brand or marketing strategy that blindly follows current trends and chases fleeting consumer preferences rather than building strategy around the attributes that make their product and brands unique, valuable, and special.

If you introduce something new to the world, people require time to understand and adopt the product or idea. When asked for a definitive choice, the average focus group will often choose a “safe” option—one that no one hates but no one loves, either. Human nature and perceived social pressure influence us to not rock the boat or stand out too much. It’s scary! So, the average focus group inevitably chooses the option that is acceptable to all and thus exciting to none. Do you want a brand that’s merely acceptable? This is where insight and vision are key. Research should inform your strategy but not define it.

“Following a recipe doesn’t guarantee a gourmet meal. We can’t rely on old case studies to answer new questions.”
—Marty Neumier

Successful brands look at data within the context of what they have to offer and what they want to accomplish as a business. Top brands make decisions based on where they want to go rather than where everyone else has been. Following the status quo too closely guarantees that your brand will not make a seismic impact on your industry and consumers.

We can look at some of the best brands today for examples of this. Rx Bar, Tesla, Liquid Death, or even our own 99-Pack would never have made it through a focus group where subjects’ votes solely determined the path forward.

Actionable Visual Strategy: Eye Opening & Eye Catching

A sister exercise in our brand strategy process establishing a visual strategy. Designed collaboratively with our client partners, this part of the brand development process builds a guide that defines the playing field when we explore brand identity.

Employing a visual strategy gives our collective team some distinct advantages as we develop the brand as a whole. First, it allows us to clearly define critical attributes we want people to understand about the brand without reading a word or considering an interaction. Through the exercise, our team coaches our client partners on how we can deftly cue complex ideas and emotions instantly through elements like color, typography, illustration style, and more.

A parallel example of how the combination of aesthetic elements works to cue emotions can be seen in the field of architecture. Have you ever walked into a space and found it almost tells you how to use it? You might think this is a place to curl up with a book and a coffee, cozily by myself. In another space, you might feel the lobby is a perfect spot to order a Manhattan with friends. A tremendous amount of complex information is processed and understood in just a few seconds—because the architects have employed a visual strategy.

“Branding is the process of connecting good strategy with good creativity.”
—Marty Neumeier

Visual strategy is a powerful tool for teaching our client partners how we can use design to inform, delight, surprise, and pique interest. It’s an eye-opening experience with an added bonus—it lets us forecast and discuss plans for what avenues we will explore in developing visual identity. As a result, our collective teams are 100% aligned as we develop your brand’s aesthetic building blocks and identify your brand voice.

Strategy Grows With You

As your business grows, your brand strategy should evolve with it. It’s good practice to reassess and adjust your strategy periodically. Myriad factors in your industry, economic conditions, popular culture, and more can be catalysts for revising your strategy.

In some unique cases, the unknowns outweigh the concrete knowns for a brand entering the marketplace. In these instances, brand strategists recommend developing an agile strategy—an abridged, malleable document that can be tested and changed as your team learns more from the market. Developed in compressed “brand sprints,” an agile strategy allows businesses to bet small and adjust on the fly to meet consumer needs effectively. We employ a similar process in developing marketing strategy.

“A great brand is a story that’s never completely told.”
—Scott Bedbury

Are you a legacy brand that needs to reignite a conversation with your audience and gain new fans? Or a scrappy challenger brand hungry to grab market share and grow? Are you launching a unique product or service? Whether selling a tried-and-true product or forging an entirely new category, a bulletproof brand strategy will ensure your brand story and promise ring true across every touchpoint, element, and customer experience.

Frequently Asked Questions

What are the four types of branding strategies?

The four primary branding strategies are:

1. Product Branding (Individual Branding)
Each product has its own distinct brand identity and positioning. Companies like Procter & Gamble use this approach with brands like Tide, Crest, and Pampers operating independently.

2. Corporate Branding (Umbrella Branding)
The company name serves as the primary brand across all products and services. Examples include IBM, Google, and FedEx, where the corporate brand drives recognition and trust.

3. Family Branding (Range Branding)
Multiple related products share a common brand name while maintaining some individual identity. Apple uses this with iPhone, iPad, and iMac all leveraging the Apple brand equity.

4. Co-Branding
Two or more brands collaborate to create a joint offering that benefits from both brands’ strengths. Examples include Nike + Apple (Apple Watch Nike), or Spotify + Uber partnerships.

What are the 5 pillars of brand strategy?

The five fundamental pillars that support effective brand strategy and positioning are:

1. Brand Purpose The “why” behind your brand’s existence beyond making profit. This includes your mission, vision, and the positive impact you aim to create in the world.

2. Brand Positioning How you differentiate yourself in the market and occupy a unique space in consumers’ minds relative to competitors. This includes your value proposition and competitive advantages.

3. Brand Personality The human characteristics and traits that define how your brand communicates and behaves. This shapes your brand voice, tone, and overall character.

4. Brand Promise The consistent experience and value you commit to delivering to customers every time they interact with your brand across all touchpoints.

5. Brand Values The core beliefs and principles that guide your brand’s decisions, behaviors, and culture. These should align with your target audience’s values and drive authentic brand expression.

Each of these pillars help businesses create a brand that can connect to consumers in meaningful ways, build brand awareness and affinity, and drive business growth.

What are the best brand strategy examples?

Here are standout examples of effective and unique brand strategies across different industries:

Nike - Emotional Connection & Inspiration Nike’s “Just Do It” strategy goes beyond selling athletic gear to embody the mindset of determination and achievement. It’s a case study in top brand strategy focused on connection, inspiration, and cool. Their brand strategy focuses on:

Emotional storytelling that celebrates human potential
Partnerships with athletes who embody perseverance
Consistent aspirational messaging about overcoming obstacles
Community building around shared athletic aspirations

Result: Premium pricing power and 47% global athletic footwear market share

Apple - Premium Simplicity & Innovation Apple’s brand strategy revolutionized technology by making it accessible and desirable:

“Think Different” positioning as creative and innovative
Minimalist design philosophy across all touchpoints and brand experiences
Premium pricing strategy that signals quality and status
Seamless ecosystem that creates customer lock-in
Retail experience that mirrors brand values

Result: One of the world’s most valuable brands with exceptional customer loyalty

Patagonia - Purpose-Driven Activism Patagonia authentically built their brand around environmental responsibility:

“Don’t Buy This Jacket” campaign that prioritized purpose over profit
1% for the Planet initiative demonstrating genuine commitment
High-quality products that align with sustainability message
Transparent supply chain and repair services
Political activism that matches brand values

Result: Cult-like customer loyalty and premium pricing in outdoor apparel

Amazon - Customer Obsession Amazon’s brand strategy centers on being “Earth’s Most Customer-Centric Company”:

Relentless focus on convenience and selection
Continuous innovation in customer experience
Long-term thinking over short-term profits
Data-driven personalization at scale
Expansion guided by customer needs, not traditional boundaries Result: Dominant market position across multiple industries

Airbnb - Belonging & Community Airbnb transformed from accommodation booking to a lifestyle brand:

“Belong Anywhere” messaging that taps into human connection
User-generated content that builds authentic community
Local experience focus beyond just lodging
Trust and safety as core brand pillars
Social impact initiatives in local communities Result: Disrupted the hospitality industry and created new travel behaviors

Dove - Real Beauty & Self-Esteem Dove’s brand strategy challenged beauty industry norms and created intense consumer loyalty:

Real Beauty campaign featuring diverse, authentic women
Self-esteem education programs for young people
Consistent messaging across 15+ years
Product innovation aligned with brand purpose
Research-backed approach to building confidence

Result: Significant market share growth and strong emotional brand connection

Spotify - Music Discovery & Personalization Spotify’s brand strategy focuses on the joy of music discovery:

Data-driven personalization (Discover Weekly, Wrapped)
Social sharing features that create community
Support for emerging artists and diverse music
Playlist culture that encourages exploration
Freemium model that builds audience before monetization

Result: Market leadership covering massive in music streaming real estate with 500+ million users

What’s the difference between brand strategy and marketing strategy?

Brand Strategy is the long-term plan for developing and managing your brand’s identity, positioning, and perception. It focuses on who you are as a brand and how you want to be perceived.

Marketing Strategy is the tactical approach to promoting your products or services to achieve specific business goals. It focuses on how you reach and convert customers through various channels and marketing campaigns.

Brand strategy informs and guides marketing strategy, but marketing strategy executes the brand vision through specific marketing efforts, campaigns, and initiatives. Each should reflect and align with key business objectives.

How do you measure brand strategy success?

Key metrics for evaluating brand strategy effectiveness include:

Brand Awareness: Recognition and recall metrics
Brand Perception: Sentiment analysis and brand health surveys
Brand Equity: Financial value and premium pricing ability
Customer Loyalty: Retention rates and Net Promoter Score (NPS)
Market Share: Growth in target segments
Employee Engagement: Internal brand alignment and advocacy

How often should you update your brand strategy?

Brand strategy should be reviewed annually, but only updated when significant changes occur:

Minor Refinements: Annually based on performance data
Moderate Updates: Every 3-5 years or during major business pivots
Complete Overhauls / New Brand Strategy: only when fundamental business model changes occur

The key is maintaining consistency to elevate your brand while staying relevant to evolving market conditions and customer needs.

What are common brand strategy mistakes to avoid?

In creating a brand strategy platform, here are the top mistakes made by companies and brand strategy agencies:

Lack of Differentiation: Failing to distinguish yourself from competitors
Inconsistent Execution: Mixed messages across touchpoints
Ignoring Customer Insights: Building strategy without understanding your audience
Short-term Thinking: Changing direction too frequently for quick wins
Internal Misalignment: Teams not understanding or living the brand
Overpromising: Setting expectations you cannot consistently deliver