Brand strategy

Like a person, a brand has its own goals, values, character, and tone of voice. In humans, all this is formed at the genetic level and in the process of cognition of the world. And the products are based on a strategy.
Brand positioning Architecture of the brand product portfolio Brand platform development Development of a brand communication platform Developing a communication strategy HR brand development
Brand strategy
Brand strategy

The service is needed in order for the brand to function effectively and develop. Having received brand strategy tools, the company will be able to easily define goals, objectives, plan actions, and allocate resources.

What the business needs

The lack of a strategy or its insufficient elaboration leads to the following problems.

  • Inefficient use of resources.The company spends resources on unnecessary projects and develops unsuitable tools.

  • Loss of competitiveness. Without a clear development strategy, a brand may be inferior to its competitors in product quality, service, and marketing. This leads to lower sales and profits.

  • Lack of growth, development. The company may stall or even lose its market position. 

  • Unpredictability of results. It is difficult to evaluate the results of the work and determine how successfully the team is moving towards its goals. This makes decision-making and planning more difficult.

To avoid these problems affecting businesses, it is necessary to carefully study the market, consumers, and competitors. And create a system for working with TM, which will guide the team.

Stages of creation

A brand strategy is a clear development system that uses the entire set of marketing tools for integrated brand management.

  • The platform. A guide based on the results of market research, competitors, and consumers. It includes a description of the target audience, rational and emotional advantages, values, mission, and character. It serves as a base for developing visual and verbal identity, brand marketing strategy, brand presentation to clients and partners.

  • Positioning. A branding element that describes the position of a brand in people's minds. It contains information about the project idea and development, the concept of communication and visual. The positioning strategy is to gain a foothold in the market by occupying a suitable niche.

  • The architecture of the product portfolio. A system of effective interaction between brands owned by the same company. Establishing relationships between projects and ideas for their development.

  • Communication platform. Principles, concepts, and ideas for communicating with an audience. Helps to speak the same language as the target audience, builds loyalty.

  • Brand communication strategy. A guide to the peculiarities of behavior in different communication channels. Ensures the unity of TM perception, recognition, and memorability. It is the basis for developing a brand promotion strategy.

  • HR brand. Rules of interaction with the team and potential candidates. It unites and motivates people, helps to avoid turnover, and makes it easy to find suitable staff.

The result of strategy development is a set of documents containing important tools and options for working with the audience. This is a real guide that indicates the course of the company's brand development, helping to navigate the road from no name to recognition.

Fabula Branding projects always start with research

Our mission is to reveal and visualize the brand's values, making the world a kinder, happier, more harmonious place. Our portfolio includes 600+ successful projects for clients from 12 countries. We believe that every brand needs a holistic approach based on global data analysis. It helps to create projects that people really love.






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Find out more about the health of your brand

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