brand strategy
A plan that defines what a brand stands for, whom it serves and how it will be different and consistent over time.
Definition
Brand strategy sets the foundation for identity and communication. It covers purpose, audience, positioning, promise, values and personality, and how these guide decisions about products, messages and behavior. A good strategy is specific enough to say no to some ideas. It is built on research and honest assessment of the company, customers and competitors. Strategy documents should be short enough that people actually use them. Revisit it after major changes in market or product, because a strategy that is never updated gradually becomes decoration.
In a sentence
The brand strategy named the audience and the promise in two sentences.
Every campaign idea was tested against the strategy.
