WRITTEN BY HAZEL IMOGEN, FOUNDER & DIRECTOR OF CREATIVE

Have you ever heard of brand strategy and business strategy but weren’t sure what the difference was? Brand strategy and business strategy are often used interchangeably, but there are a few critical differences you need to know. Here, we’ll take a 5 minute read to break down what brand and business strategies are, as well as how they differ.

Business Strategy

When we talk about “business strategy” what we are looking at are the focuses on what actions a company must take in order to be successful in their industry. Business strategy looks at factors like competitors, market trends, customer needs, new technologies or innovations, and financial resources. It also considers external factors such as political environment or economic conditions. Business strategies are often long-term plans that are created to help achieve organizational goals. These strategies tend to take a deep dive into how the company will make money by providing goods or services that meet customer needs while also making a profit. I like to think of the business strategy as the “logistics”.

Brand Strategy

Almost contrasting that (but certainly working hand-in-hand), we have brand strategy, which focuses on how consumers perceive your company or product in comparison to competitors. We’ve all heard that saying by now, “Your brand is what other people say about you when you’re not in the room”. Brand strategies consider things like customer loyalty and emotional connections that your ideal customers have with your company. With brand strategy, we’re looking at how you communicate with customers through your messaging (think website, social, in person, marketing/advertising campaigns or public relations efforts). We’re talking about how you as a business show up in the world. From a brand strategy, creatives will be able to take into account the overall “look and feel” of your company—from fonts used and colors associated with the brand—as well as any memorable taglines or slogans used by the company. Ultimately, if executed correctly, a strong brand strategy will help build customer loyalty and increase profits. Think of brand strategy as the heart of your business.

When it comes to your business success, both brand and business strategies play an important role in helping companies reach their goals. In fact, one cannot strongly work well without the other. While they may seem similar at first glance, there are distinct differences between them that should be taken into account when crafting an effective action plan for your organization.

At 2PS we specialize in developing powerful brand strategies that are tailored specifically to meet your business strategy goals.