BRAND STRATEGY
Define what the brand should stand for before deciding how it should look.
The strategic foundation of the wider branding system.
We use research, business understanding and strategic definition to establish the foundation that guides identity, communication and future brand decisions. We define what the brand stands for, who it is for, how it should compete and what makes it distinctive.
Core Capabilities
01 — Discovery & Audit
Business understanding · Existing brand review · Communication review · Market and category review · Competitor analysis · Audience understanding
02 — Positioning & Differentiation
Brand positioning · Value proposition · Differentiation strategy · Brand promise · Brand purpose · Brand idea and strategic direction
03 — Brand Character
Brand personality · Core attributes · Principles and values · Audience framework (where relevant to the communication model)
04 — Brand Architecture
Where required: Masterbrand structure · Sub-brands · Products and services hierarchy · Naming hierarchy · Relationship models
Strategy Process
01 — Discover
Gather business insights, audience needs, and competitive context.
02 — Analyse
Review the gathered intelligence to identify opportunities and market gaps.
03 — Define
Establish the core purpose, attributes, and long-term brand idea.
04 — Position
Craft the value proposition and differentiation strategy to ensure a distinct market stance.
05 — Align
Document the strategic direction to guide all future identity and communication decisions.
Part of a wider brand system
Strategy does not live in isolation.
Brand Strategy can be commissioned as a specialist engagement to solve a specific business challenge, but it also forms the strategic foundation of DMA’s complete Branding capability.