How to build Brand Strategy - Agency 99
September 12, 2022

Brand Strategy… How To Build One?


Did you know that your Brand Strategy sums up why your business exists?

You are responsible for how people perceive your Brand. So, it is really crucial you start the Brand Strategy Development Journey today.

Want to know more about brand strategy and its importance for your business? Check our previous article

To make it easy, we have included the tools, resources, and real and accurate examples you need to get through the brand strategy process, from creating your Brand Core to writing an action plan with the next actions to take.

You will want to start by downloading our free Brand Strategy Workbook (below), which includes handy templates, questionnaires, and checklists to help you throughout the process.

As you work through this guide, follow the steps sequentially (as each builds on the previous), and you’ll finish with a basic brand strategy that can grow with you as your brand evolves.

Do not forget to use our workbook and follow the instructions while going through this guide.

What are the Brand Strategy process steps?

When working with our clients at Agency 99 we follow a specific Brand Strategy Framework.

Each of these steps contributes to the next one, and the ideal results occur only when we manage to complete them in order and gather all of our takeaways to write an Action Plan.

Here’s a straightforward Brand Strategy Process to follow in five steps:

Step I – Create Your Brand Core

The first step to developing your Brand Strategy is to create your Brand Core.

It includes the following elements:

  • Purpose: Why does your brand/company exist?
  • Vision: What would the world look like if you succeeded in your purpose?
  • Mission: How are you going to achieve your vision?
  • Values: What do you stand for?

Step II – Conduct Research

Research helps you narrow your scope.

When you are developing your brand strategy for the first time, you might not be exactly sure where to start. Most of the time, the amount of work ahead of you is overwhelming. Whether you are thinking about the audience, your brand targets, or the competitors you have in the market, it’s important to narrow the scope at some point.

Step III – Tailor Your Brand Messaging

One of the most important steps in developing your Brand Strategy is to know how to talk about who you are, and this is what we call Brand Messaging.

It includes:

  • Brand Essence (how to express who you are)
  • Tagline
  • Value Proposition
  • Messaging Pillars

Step IV – Build your Brand Identity

Your Brand Identity represents the personality of your business and the value you convey to your customers. It consists of elements that are the unique aspects of your brand.

Below are the elements you should consider while building your Brand Identity:

  • Logo
  • Colors
  • Typography
  • Photography
  • Illustration
  • Iconography

Step V – Write An Action Plan

Great job! You have gathered and created all the elements needed to develop your Brand Strategy.

Now, we have unlocked the last step which is the most important part: Implementation.

Remember that in order to have a successful brand, you must live the brand. Here are some key tips to follow:

  • Put Your Brand Values First
  • Document Your Brand Strategy
  • Consider A Brand Manager

Be sure to refer back to this guide often to keep your marketing efforts and design decisions on-brand, and feel free to update/expand your brand strategy as time goes on and your brand evolves


Of course, we know this can all be a lot for any brand team, especially if you are short on time or resources. If so, consider bringing in help.

Agency 99 specializes in guiding our clients through the process of building their own Brand Strategy & Identity. By combining valuable business insights with innovative solutions, we work alongside our clients to build brands that convert customers into passionate advocates.

Written by Agency 99

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