Brand Strategy

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As brand strategist Deanna deBara once pointed out, people often use the words brand, branding, and brand strategy interchangeably. What's the problem with that? They’re not all referring to the same thing. 

  • Brand is the perception of the company in the eyes of the world.
  • Branding involves the marketing practice of actively shaping a distinctive brand.
  • Brand identity is the collection of all brand elements that the company creates to portray the right image of itself to the consumer.

A company’s brand is a combination of so many things: imagery, design, messaging, values, goals, methodology, services, products—all of them carefully crafted, carefully organized, and carefully delivered in a way that cements your audience’s belief in the value you bring.

A quality brand needs a quality strategy—one that transports your message clearly and cleanly, one that connects with your audience on an emotional level. So when it comes to brand strategy here at Thrive, we typically focus on five essential components to every strategy:

  1. Brand purpose
  2. Brand values
  3. Brand personality
  4. Brand positioning
  5. Brand identity

When you're ready to truly strategize and take your company to the next level, give us a call. Our goal is to develop your brand strategy into one of the most engaging, revealing, and rewarding experiences you can have with regards to your business. 


If you're thinking about your brand strategy, you should also be thinking about your integrated marketing plan