Think of a brand strategy as the big plan for how you want the world to see your business. It’s about deciding what your company stands for, what promises you make to your customers, and how you want to be perceived in the marketplace. It involves understanding who your customers are, what they need, and how your business can fulfill those needs uniquely. This strategy guides everything from the way you communicate, to the experiences you deliver, aiming to create a lasting connection with your audience.

Now, this is different from your visual identity. While your brand strategy is all about your message and your values, your visual identity is how you visually communicate that. This includes your logo, colours, fonts, and any imagery you use. It’s like the clothes your brand wears, which are chosen based on the personality and traits you’ve defined in your brand strategy.