Introduction to Brand Strategy

We can finally admit it... we’ve already done a bit of brand strategy with the #3 — Brand Foundations.

That’s why we’ll recap this stage in the following few pages, but before that, let’s introduce the concept of brand strategy and its ambitions.

Copyrights: Hyperstonk. (Click on the image to zoom in)

First of all, for a brand strategy to do the job, it has to help us define :

the meaning the brand gives to the business (cf. #3 — Brand Foundations)
why it exists (cf. #3 — Brand Foundations)
who the brand is designed for (cf. #4 — Market & Niche + #5 — Avatar, ICP, Personae)
and how to violently destroy our competition (we’re here!!)

We've already started to sort out the stuff we want to be associated with and the stuff we don't want to be linked to.

The very nature of business.

We have a surprise for you: The best way to beat the competition is ... not to fight it!

Why not?

Because most companies mistakenly believe that the game of business is a zero-sum game. Sad news for them: they’re thinking wrong and are mistaken.

<aside> ⚡ Definition: Zero-sum game

A game in which the sum of all players’ wins and losses is 0. In other words, a win for one player is necessarily a loss for another.

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