How to Create a Clear Brand Strategy that Resonates with Your Target Audience

Building a successful brand is not an easy task. It takes time, effort, and a lot of strategic thinking. However, with the right brand strategy in place, you can create a brand that not only resonates with your target audience but also withstands the test of time.

What is brand strategy?

Simply put, brand strategy is the plan that outlines how your brand will achieve its goals. It is a roadmap that guides your brand’s identity, positioning, messaging, and marketing efforts. Brand strategy takes into consideration your target audience, your brand’s values and personality, your competitive landscape, and your long-term goals.

Why is brand strategy important?

A clear brand strategy helps you create a consistent and compelling brand message that resonates with your target audience. It helps you differentiate your brand from your competitors and establish a unique brand identity. A well-defined brand strategy also helps you make strategic decisions about product development, marketing, and partnerships that align with your brand’s purpose and positioning.

Examples of brands with clear brand strategies:


Apple’s brand purpose is to empower individuals through technology. Its tagline, “Think Different,” communicates the brand’s commitment to innovation and creativity. Apple’s brand positioning is focused on premium design, user experience, and simplicity. Apple has invested heavily in product development, marketing, and retail to build a brand that is synonymous with quality and luxury. Apple’s brand identity is iconic, with its minimalist logo and sleek design. Apple’s marketing plan includes a mix of tactics, such as events, product launches, and advertising, that help the brand reach its target audience and reinforce its brand message.


Airbnb’s brand purpose is to connect people through unique travel experiences. Its tagline, “Belong Anywhere,” communicates the brand’s commitment to diversity and inclusivity. Airbnb’s brand positioning is focused on unique and authentic travel experiences that allow travellers to connect with local culture and people. Airbnb’s brand identity is distinctive, with its playful logo and vibrant colour palette. Airbnb’s marketing plan includes a mix of tactics, such as social media, influencer partnerships, and content marketing, that align with its brand purpose and reinforce its commitment to diversity and inclusivity.

Examples of brands that have evolved their brand strategies over time:


McDonald’s has gone through multiple iterations of its brand purpose and positioning. Its original brand purpose was to offer affordable and convenient food, while its more recent brand purpose is to make delicious, feel-good moments easy for everyone. McDonald’s brand positioning has also shifted from being a fast-food chain to a family-friendly restaurant that offers a wide range of menu options. McDonald’s brand identity has gone through multiple design changes over the years, with its iconic “Golden Arches” and red and yellow colour scheme remaining consistent. McDonald’s marketing plan has evolved to include a mix of tactics, such as social media, mobile ordering, and loyalty programs, that cater to the changing needs and preferences of its target audience.


Coca-Cola’s brand purpose is to refresh the world. Its brand positioning is focused on creating positive and uplifting moments for its consumers. Coca-Cola’s brand identity is iconic, with its classic script logo and red and white colour scheme. Coca-Cola’s marketing plan has evolved over time to include a mix of tactics, such as experiential marketing, digital advertising, and social media campaigns, that engage with its target audience and reinforce its brand message.

In conclusion, building a strong and resilient brand requires a well-defined brand strategy. Your brand strategy should include a clear brand purpose, brand positioning, brand identity, and marketing plan. Examples like Apple and Airbnb show how a clear brand strategy can lead to a successful and recognizable brand, while examples like McDonald’s and Coca-Cola demonstrate the importance of adapting your brand strategy over time to stay relevant and appeal to changing consumer preferences. So, take the time to develop a strong brand strategy and watch your brand thrive.

If you are looking to build a successful brand strategy and identity that truly resonates with your audience contact us to find out more information and see how we can help.

Sarah Wilkinson
CEO/Creative Director
Follow Along on Our Social Media