Delivering Brand Strategy Development

By Amos Unkovich

What is Brand Strategy?

Developing a brand requires defining, articulating, and asserting your messaging and then translating that message into channels where customers can interact with your business. To create a brand, you have to be prepared to get your hands dirty. The process requires research, brainstorming, data, insights, and a clear vision for your business. The brand guides and drives every decision in your organisation.

What I’m saying may all sound obvious. Still, you’d be surprised how often people dodge this first, critical step in favour of sexy tactics like social media, video, influencer marketing, etc. They consider brand development an expense, a fluffy PowerPoint presentation, when, in fact, it is the foundation of their marketing and messaging. It’s like building a house with a straw roof, flimsy walls, sand, no floors, and then wondering why it falls apart during a storm. You have to take the time to build the roof, walls and floors instead of going straight for the designer sofa, kitchen, curtains, and fancy candles.

Building a successful brand

From our experience, a successful brand satisfies four components:

  1. Brand Development
  2. Brand Expression
  3. Brand Expansion
  4. Brand Authority


Brand strategy is a plan that businesses create to embed themselves in the minds of prospects and customers. It uses these four elements to build recognition, sentiment, and preference. When a company is successful at brand strategy, consumers know who they are and what they do as well as the brand’s look and feel, and they’ve also now formed an opinion about the brand.

How do we do it?

Working closely with you and utilising our Brand Strategy Development process, we’ll put together a robust, practical strategy in sync with your organisational and commercial goals. By clearly understanding your medium and long-term brand goals using a combination of research, insights and our BNC Brand Sprint, we can help you meet your short-term branding or immediate needs more effectively.

BrandNew Creative | Brand Strategy Sprint

To help our clients solve problems quickly and be self-sufficient, we’ve worked continuously on optimising our sprint process to deliver the best results in the least time. Best of all, the process relies on the people, knowledge, and tools that every team already has. The sprint consists of a series of exercises designed to help you compare your brand objectively against your competitors, from the viewpoint of your customers and your team. The goal is to answer the question: who are you, and why should they care? It is grounded in a more human approach to branding and aims to help you make a deeper connection with your audience. Here’s an insight into some of the key exercises in the sprint:

  • Define the Brand Objectives
  • Develop the Brand Core Values
  • Define the Competitor Landscape
  • Define the Target Audiences
  • Develop the Brand Personality
  • Output: Super Simple Brand Guide (Sprint Results)


The sprint can be the turbo charge you’ve been seeking: a fresh approach to problem-solving that helps you take your development plans to the next level. Click here to learn more about our core services, our process, and most importantly, what you get from it.


Before you go…

If you’re super eager and need brand guidance RIGHT now, click *here* to get in touch with us. Or better still, why not start the process with our *project planner*.

If you’re based in Dublin, why not schedule a free 30mins no-obligation consultation with us at our offices off St. Stephens Green. The coffee here is great, and is on us!