At BrandSociety, strategy and strategic thinking are the backbone of everything we do. We specialise in creating and refining strategies that bring clarity of being and purpose to the brands we collaborate with. For us, strategic thinking isn’t just a step in the process—it’s the driving force behind every concept, design, and decision we make.
When we talk about brand strategy and marketing strategy, we see them as distinct but deeply interconnected forces that shape a brand's success:
What Is a Brand Strategy?
We believe a strong brand begins with clarity—understanding its purpose, essence, and the emotional connection it seeks to create with its audience. Our approach to brand strategy ensures that the brands we work with:
- Know who they are: We define their identity, values, and voice.
- Understand their role: We articulate their purpose and position in the world.
- Stand apart: We craft unique positioning that sets them apart in a crowded market.
This long-term thinking is about more than aesthetics; it’s about creating a brand that is authentic, inspiring, and built to resonate for years to come.
What Is a Marketing Strategy?
While brand strategy is the foundation, marketing strategy is the activation. It’s about bringing the brand to life through targeted campaigns and tactical initiatives that achieve measurable goals.
We ensure that every marketing strategy we develop:
- Leverages the brand’s essence: Campaigns and messaging are rooted in the brand’s identity and purpose.
- Connects meaningfully: Channels, content, and touchpoints are tailored to the target audience.
- Delivers impact: Each initiative is focused on tangible results, whether it’s driving sales, increasing awareness, or building engagement.
What Is the Difference Between Brand Strategy and Marketing Strategy?
Although brand strategy and marketing strategy work together, they serve distinct roles. Brand strategy focusses on defining the identity and long-term direction of a brand, while marketing strategy is geared towards achieving short-term goals through specific tactics.
A brand without a clear strategy is just noise. A marketing campaign without strategic grounding risks short-term success but long-term inconsistency. Our role as strategic designers is to unite these elements, ensuring that every activation aligns with the brand’s core identity while driving meaningful results.
At the heart of our obsession with strategy is a simple belief: clarity transforms everything. When a brand is clear on its being and purpose, it’s not just better understood—it’s more impactful, more desirable, and ultimately, more successful.
Let’s create something that doesn’t just look good but works brilliantly. Together, we’ll bring strategy to life in ways that inspire and deliver.
Brand Strategy vs Marketing Strategy: Which Is More Important?
When it comes to brand vs marketing, both strategies are essential, and one cannot thrive without the other. Brand strategy builds a strong foundation, while marketing strategy ensures that foundation reaches the right audience. A brand with a solid identity but no visibility risks being overlooked, while one with strong marketing but a weak identity may attract attention but struggle to foster lasting connections.
Both are necessary for long-term success. Brand strategy ensures consistency and authenticity, while marketing strategy allows a brand to remain agile and responsive to changes. Together, they pave a sustainable path for growth, loyalty, and impact.
Brand Strategy Campaign Example
Consider Yumi’s ‘Mezze’ range. When the brand sought to enter the premium dip market, they needed more than just new packaging—they needed a brand strategy that would position them in a new space. Working with Yumi’s, we developed the ‘Gourmet Traveller’ concept, emphasising travel, cultural diversity, and authentic flavours. This brand strategy positioned ‘Mezze’ not just as a product but as an experience that aligned with global culinary inspiration.
By anchoring the campaign in this theme, Yumi’s established itself as a brand offering a new way to experience familiar foods. The visuals, packaging, and messaging all conveyed a distinct sense of quality and experience, appealing to consumers seeking more than just a snack.
Marketing Strategy Campaign Example
On the marketing side, Yumi’s could execute a campaign to reach new audiences through digital and social media platforms. Using targeted adverts, influencer collaborations, and visually engaging content, they could position the ‘Mezze’ range as the go-to choice for social gatherings, picnics, or any occasion requiring high-quality, flavourful dips.
By leveraging social media, Yumi’s could share the story behind the Mezze range, highlight its alignment with current trends, and cultivate an engaging online presence. Every phase of the marketing branding strategy would reinforce the ‘Gourmet Traveller’ concept, driving awareness and excitement, ultimately encouraging customers to seek out the product.
Wrapping It Up: Brand and Marketing Strategy Work Together
For a brand to succeed, it needs both a strong identity and an effective plan. Brand strategy creates a clear and lasting foundation, while marketing strategy ensures that foundation reaches the right audience. The two work in tandem: brand strategy and marketing strategy build recognition and loyalty while also attracting new engagement and attention. Together, they form the bedrock for growth, impact, and long-term success.
If your brand or marketing strategy is in need of a shake-up, we'd love a chat.
