The Components of a Brand Strategy

Episode 82

EP. 82:

The Components of a Brand Strategy

Allison featuring Allison Lanier

with Allison Lanier

What you’ll learn about in this episode:

  • What a “brand strategy” is, and how it is comprised of three key parts: the “why”, the “what” and the “how”
  • How your “why”, your brand platform, includes the 4-5 key points that make up your brand pillars, brand proof, persona, brand story and brand promise
  • How research, focus groups and other insight generators can help you develop your brand platform
  • How your “what”, the visual indicators of your brand such as your logo and colors, don’t have to change unless they need to be refreshed
  • Why your “how”, your brand awareness, is divided into four key buckets: distinction, relevance, consistency, and frequency
  • Why your messaging needs to reach your target audience where they are and needs to be consistent across all the ways your audience engages with you
  • Why your message should be relevant to your target audience and spark intrigue and interest



Allison Lanier

Business Development Manager