Marketer Resources
What is brand strategy? And why you might be doing it wrong.
Let’s be honest—“brand strategy” sounds like one of those phrases people nod along to in meetings but secretly don’t fully understand. And that’s okay.
We’re here to change that. At ODD + EVEN, we like to say brand strategy is where the magic meets the message. If your marketing feels like it’s being held together with duct tape and good intentions, you’re not alone. Chances are, your brand strategy is either fuzzy, half-baked, or missing entirely.
Here we break down what brand strategy really is (spoiler: it’s not just a logo), why most businesses are getting it wrong, and how to fix it with a little intention—and a lot more fun.
What is brand strategy?
Brand strategy isn’t just about looking pretty. It’s about knowing who you are, why you exist, and how you show up in the world—then making sure everything you do actually reflects that. It’s the long game. The master plan. The North Star.
At its core, brand strategy answers the big juicy questions:
Who are we (really)?
Who are we here for (and who isn’t a good fit)?
Why do we exist (besides, you know, making money)?
What do we stand for?
How do we show up (in emails, on TikTok, at 8AM meetings)?
It includes:
Positioning
The spot you own in your audience’s brain.
Purpose & Values
The beliefs that drive your decisions.
Voice & Messaging
How you sound when you’re being your best self.
Audience Definition
Who you’re talking to—and what they care about.
Visual Identity Alignment
Your logo, colors, and design should back up your brand’s personality, not just look cool.
Why you might be doing it wrong
Most businesses think branding = a nice website and a trendy font. But without strategy your brand is all style and no substance.
Here’s where things usually go sideways
Starting with Design, Not Strategy
Choosing colors before you’ve defined your purpose is like picking wedding napkins before you’ve proposed.
Inconsistent Messaging
If your team can’t explain what you do in the same way, your audience won’t get it either.
Trying to Speak to Everyone
If you’re for everyone, you’re for no one. Great brands know their niche—and they own it.
Forgetting Your Team
Brand strategy isn’t just for the marketing squad. It should shape how you hire, sell, serve, and lead.
One and Done Mentality
Your business evolves, and so should your brand strategy. It’s a living, breathing thing—not a checkbox.
How to get it right
Good news: this isn’t rocket science. But it does take clarity, guts, and a little creativity.
Audit Your Brand
What’s working? What’s confusing? Ask real people.
Clarify Your Purpose & Positioning
Get honest about what makes you different—and why it matters.
Rally Your Team
Everyone should know the brand vibe and live it.
Keep It Fresh
Check in regularly. If your brand starts feeling dusty, it’s time for a refresh.
Document the Strategy
Write it down. Share it. Tattoo it on your heart (metaphorically speaking, of course).
Put It to Work
Your strategy should guide everything—web copy, pitch decks, office snacks. (We’ve got cold brew on tap and a ping pong table at our office).
A solid brand strategy is your unfair advantage. It creates clarity, fuels growth, and keeps you from spiraling every time someone says “What’s our messaging on this?”
Done right, it’s the foundation of everything. Done wrong? It’s just expensive guesswork.
Got a project that’s a little more than you want to tackle on your own?
Schedule a Discovery Call