Most people think of visuals when they think of branding, but a brand strategy is much more than that. It drives every aspect of your business including how you sound, how your website looks, how your employees answer the phone, and even the elevator pitch you give to a prospective client. Its job is to consistently present a message across all communication platforms that will ensure people view your brand in the right way.

Here are 5 reasons why you need a brand strategy:

1. It sets your business apart from the competition
Your business’s brand is essentially its personality. The right brand strategy will communicate that personality in a way that makes customers choose you over your competitors – even if they’re selling the same product or service as you!

2. It makes life simpler
A brand strategy serves as the guidebook for every aspect of your business. If you’re struggling with developing a design for a special project, refer back to your company’s brand strategy. If you’re not sure whether to hop on the latest marketing trend, evaluate whether or not that trend fits in with your brand strategy. Decision-making is a lot easier when there are clear guidelines to follow.

3. It results in consistency
Knowing what your business stands for and what sets you apart from the competition are the driving forces behind every brand strategy. This focus will then translate through to logo development, print collateral, email marketing, social media campaigns, corporate videos – even the graphics on your company vehicles. A brand strategy ties all the pieces of your business together to present the most cohesive message possible.

4. It provides clarity for your team
A clear brand strategy will guide not only your website and marketing collateral but also the team behind them. A brand strategy will help your team be consistent in their online and offline presences, interacting with customers, and working towards company goals.

5. It serves as a roadmap for the future
Business owners are often caught up in the day-to-day activities of running a business. This short-term view isn’t wrong (someone’s got to do it!) but it’s also important to keep one eye on the future. The right brand strategy can direct your activities today while also pointing you to where you want to be in the future.