Brand strategy
Steering the brand in the right direction
What is a brand strategy? - Definition
A strong brand does not emerge by chance – it follows a clear plan: the brand strategy. It sets the long-term course and ensures that your brand is not only visually appealing but also effective – both internally and externally.
In other words: the brand strategy is the binding framework of orientation for everyone in the company – from the board to sales. It ensures that your brand image reaches your target group in a way that is clear, relevant, and distinctive – consistently across all touchpoints.
Why is a brand strategy important?
A brand strategy is not a luxury – it is the foundation.
It provides the basis for every decision that affects your brand – now and in the future. This makes it essential to engage deeply with the subject to ensure a consistent and transparent brand image, both internally and externally.
Only with a clear strategic compass can actions be purposeful – ultimately leading to increased brand awareness, the creation of a positive brand image, and the development of a loyal customer base.
What makes a good brand strategy?
A good brand strategy…
requires an authentic corporate identity as the foundation for clear brand objectives – without identity, there is no strategy.
creates a clear strategic framework for marketing, communication, and corporate management.
ensures a consistent brand image – internally and externally.
provides a clear path to increase brand awareness in a targeted way and to shape a positive image.
supports the development and retention of a loyal customer base.
What types of brand strategies are there?
Not every brand requires the same strategy – but every brand requires a clear decision. In principle, three strategic directions can be distinguished:
1. Horizontal brand strategy
Focus: breadth of the brand portfolio
The number of products or services managed under one brand – and the degree to which they are interconnected – defines the horizontal brand strategy. There are four classic forms:
Single brands
One product – one brand. In a single-brand strategy, only one specific product is sold under a given brand name. This approach focuses on building a clear and distinctive brand identity with a single brand promise, aiming – through consistent product marketing – to achieve a price volume premium over competitors.
Examples: Persil, KitKat
Multi-brands
When several brands are marketed within the same product category, this is referred to as a multi-brand strategy. The focus here is on increasing market share within the industry. Often, the individual brands target different price segments and customer groups.
Example: REWE with ja! and Beste Wahl
Family brands
A family brand involves using a single brand name for several products. Fundamentally, these products belong to the same business environment or product category. In this case, each offering benefits from the overarching and consistent brand image.
Examples: Nivea, Coca-Cola
Umbrella brands
The umbrella brand strategy brings together all products and services under a single brand name. This approach is particularly suitable for companies without a clearly defined core business and/or a homogeneous target group. Awareness, expertise, and trust are key attributes that the umbrella brand transfers to each individual offering.
Example: Bosch, Allianz
2. Vertical brand strategy
Focus: market positioning and pricing strategy
Here, the emphasis is not on the breadth of the brand portfolio, but on positioning within the market. Guiding questions such as:
Premium or price leader?
Value for money or exclusivity?
What is my target group’s willingness to pay?
…shape the brand presentation – from material quality and pricing to the tone of communication.
Especially in highly competitive markets (e.g. consumer goods), the vertical strategy determines both uniqueness and margin.
3. Geographical brand strategy
Focus: national vs. international brand management
When a company grows beyond national borders, a fundamental decision is required: should the brand operate solely at a national level, or also in the international arena? If the decision is made to expand across countries, the company can essentially choose between two geographical brand strategies:
Global brand strategy
The global brand strategy adopts a uniform brand approach worldwide, without adapting to national or cultural differences or preferences. It is characterised by a standardised distribution, pricing, and communication policy, which helps keep overall expenditure on brand building, brand management, and communication manageable (economies of scale). At the same time, a consistent international presence conveys an impression of constant quality and stability, as well as high performance and trustworthiness.
Transnational brand strategy
The transnational brand strategy, by contrast, is defined by individual brand concepts tailored to each foreign market. The entire brand presence is adapted to the local needs and requirements of the target market. This approach can help lower market entry barriers and, in principle, increase the chances of success in a new market. However, it also entails significant additional time and cost for the company and, ideally, leads to the establishment of a decentralised organisation as a logical consequence of this approach.
Conclusion: strategy follows context
Whether single brand or umbrella brand, premium or low-price, regional or global – the right brand strategy depends on your business model, your target group, and your market environment. The choice is decisive for sustainable brand success and should align with the DNA of your company. We support you in defining the ideal strategy – with foresight, market expertise, and a methodical approach.
Our approach: from analysis to an actionable brand strategy
You want to position your brand strategically – we provide the roadmap.
Our structured process delivers orientation, commitment, and clarity. The goal is a brand strategy that fits the DNA of your company – and the future of your industry.
1. SWOT ANALYSIS: creating clarity with foresight
We take a holistic view of your company – past, present, and future.
Looking back:
- Which values, attitudes, and cultures have historically shaped your brand?
- What are your “entrepreneurial roots”?
Present-day analysis:
- Product portfolio & competencies from the perspective of your target group
- Market positioning within the competitive environment
- Customer view on purchase decisions & the customer journey
- Market forces such as supplier power, substitution, backward integration
Looking ahead:
- Alignment with your corporate strategy
- Impact of megatrends and market changes
2. HOUSE OF STRATEGY: shaping strategy
Building on your corporate identity, we develop a comprehensive strategic framework – the House of Strategy. This is where we systematically anchor all elements of your brand strategy. It brings together identity, objectives, and execution in a clear strategic architectural blueprint:
The 7 cornerstones of the “House of Strategy”
- Vision: Where do we want to go – ambitious, visionary, strategic?
- Purpose: What do we stand for – in society, with meaningful impact beyond business?
- Mission: What drives us every day – and inspires our employees?
- Corporate Objectives: What overarching, long-term objectives does the company pursue?
- Strategic Objectives: Which strategic focus areas are broken down to achieve these corporate objectives?
- Strategic Fields of Action: Which concrete measures will ensure implementation?
- Success Factors: Which prerequisites are essential to achieve the strategy?
- Values & Culture: Which values and corporate culture form the foundation of the house?
The result
A brand strategy that provides direction, simplifies decision-making – and delivers impact. Equally relevant for a family business as for a technology group.
3. BRAND OBJECTIVES: Making Impact Measurable
In the next step, we define strategic brand objectives in relation to:
- Reputation & brand image
- Target markets & target groups
- Product and price strategy
- Sales and communication channels
The outcome is a clear mandate for brand management – with measurable objectives, prioritisation, and strategic relevance for your value creation.
4. ROADMAP: A Clear Implementation Plan
Finally, you receive a concrete milestone plan – with timelines, responsibilities, and budget recommendations. This ensures that strategy is transformed into tangible action with measurable impact.
Your Benefits from Our Brand Strategy
With our structured brand strategy process, you gain more than just a concept:
you gain direction and entrepreneurial impact.
Strategic Clarity
Our process provides transparency on your company’s current status.
Binding Framework
The brand strategy serves as a reliable guide for marketing and brand management.
Measurable Brand Success
We define measurable objectives and formulate concrete actions to achieve them.
Actionable Roadmap
By setting budget, responsibilities, and timelines, we provide a dependable business perspective, simplify decision-making, and get teams moving.
Momentum
Motivation, enthusiasm, and a spirit of renewal within the company – driven by a clear path into the future.
Strengthening Brand & Marketing
The role of marketing and brand management shifts from a cost factor to an active growth engine for the business.
Practical Examples of Successful Brand Strategies
- The outdoor brand Patagonia centres its values-based brand strategy on sustainability and social responsibility – actively supporting environmental initiatives while offering high-quality outdoor products. The company aspires to be a role model for a new type of business that combines economic success with ecological and social conviction.
- The brand strategy of software provider SAP focuses on innovation and customer
centricity through advanced software solutions that help businesses optimise their processes and enhance efficiency.
- Logistics group DHL pursues a customer-centric brand strategy that combines tailored
logistics solutions with cutting-edge technologies, contributing to the
optimisation of end-to-end logistics processes.
Brand Strategy vs. Corporate Strategy: Who leads Whom?
“Business strategy drives brand strategy” – or is it the other way around?
One thing is clear: true growth potential only emerges when brand and corporate objectives
are aligned. This is particularly relevant for German SMEs, where the brand is often closely tied to the entrepreneur’s personality – making this alignment a key success factor.
Our recommendation: Align strategic directions to create a cohesive overarching concept that
- inspires employees,
- wins over customers, and
- captures markets through uniqueness.
The foundation for this lies in your corporate objectives, a clearly defined brand positioning,
and a marketing strategy that is precisely tailored to both.
Why You Should Work with Us
Contact me!
Alexander Biesalski
MANAGING PARTNER
