Umaru Mariam Ojonugwa
3 min readFeb 20, 2024


Everything you need to know about Brand strategy in 2024: A beginner’s guide

Ever wondered what makes brands like Apple, Nike, or Coca-Cola so darn captivating? It’s all about this thing called brand strategy. But what exactly is this thing called ‘brand strategy’?

Not to worry, I’ll break it down for you in the simplest way possible. Let’s dive in, shall we?

What is Brand Strategy?

Alright, picture this: You’re setting off on a grand adventure, but without a map or a plan. Pretty daunting, right? That’s what running a business without a brand strategy feels like. Brand strategy is like a compass, guiding your brand’s journey. It helps you define who you are, what you stand for, how you’ll connect with your tribe.

Step 1: Crafting Your Unique Identity

Your brand strategy begins with understanding your essence, your unique identity. It involves:

  • Mission: Why does your brand exist? What change are you striving to make?
  • Values: What principles do you hold dear? What do you believe in?
  • Vision: Where do you see your brand in the future? What’s your big dream?

Example: Apple centers its brand strategy on innovation, simplicity, and premium quality, infusing these principles into all aspects of its products and messaging.

Step 2: Connecting with Your Tribe

Now that you know who you are, it’s time to find your people. Your brand strategy is like a matchmaker, helping you:

  • Find Your Crew/ Target audience: Who are you trying to reach? What gets them excited? What do they care about?
  • Build Your Ideal BFF: Create a detailed profile of your dream customer (your ideal customer persona). What makes them tick? What keeps them up at night?
  • Speak Their Language: Craft messages that speak straight to their hearts and make them go, “Wow, they get me!” Tailor your brand messaging to resonate with their pain points, desires and aspirations.

Example: Dove’s brand strategy focuses on empowering women. Their “Real Beauty” campaign celebrates diverse beauty, resonating deeply with their target audience.

Step 3: Standing Out in the Crowd

In a sea of competitors, your brand strategy is your secret sauce for standing out. It’s all about:

  • Being You-nique: What makes you different from everyone else in your industry?
  • Finding Your Voice: Define how you communicate — Are you playful, authoritative, empathetic or somewhere in between?
  • Looking the Part: Your logo, colors, and design are like your brand’s outfit. Make sure it’s something people won’t forget!

Example: Netflix revolutionized the entertainment industry with its brand strategy centered around “binge-watching.” Their red logo and user-friendly interface reinforce their brand promise of endless entertainment.

Step 4: Growing and Evolving Together

Your brand strategy isn’t static. It’s a living, breathing thing that grows and changes with you. That means:

  • Adaptation: Staying flexible and responsive to changes in your market and audience.
  • Thinking Outside the Box: Keep things fresh and exciting for your customers. Surprise them every once in a while!
  • Keeping It Real: Remember to stay true to who you are, your core values, no matter how big you get. Also, always maintain a cohesive brand experience (brand identity, brand voice, brand messaging, brand positioning, visual identity, etc) across all touchpoints.

Example: Amazon’s brand strategy has evolved from an online bookstore to a global powerhouse offering everything from A to Z. Their relentless focus on customer obsession drives their constant innovation and growth.

Wrapping It Up

So there you have it! Brand strategy isn’t rocket science. It’s just a fancy way of saying, “Hey, let’s figure out who you are and how you can make a splash in this big, crazy world.”

By defining who you are, connecting with your audience, standing out, and evolving over time, you’ll create a brand that captivates hearts, minds, and wallets.



Umaru Mariam Ojonugwa

Marketing | Content | Storytelling • Living + Learning + Documenting