What is a Brand Strategy?

Let’s clear something up – brand strategy isn’t about choosing fonts and slapping your logo on a tote bag. That comes after. Way after.

A proper brand strategy is about building your brand from the inside out. It’s the thinking that defines what we like to call, your brand DNA – your mission, vision, values, tone of voice, and proposition. The stuff that shapes how people see you, what you stand for, and why they should give a sh*t about you.

Truth is: you don’t decide what your brand is – other people do. All you can do is influence that perception as much as possible – and strategy is how you do it.

It’s the difference between being forgettable and being a brand people notice, care about, and choose. Let’s break it down.

What is Branding?

Branding is what turns “just another company” into something people actually care about. Yes, it’s your logo, your colours, your typeface – but that’s just the surface. Real branding starts way deeper. It’s your voice, your values, your vibe, your proposition, your purpose, and your personality.

It’s not just how you show up – it’s how people feel when you do. And remember, people decide what your brand is. Your job is to influence that decision with a clear, consistent identity that actually means something.

At co&co, we go beyond the visuals. We build what we like to call the brand DNA – the foundations everything else is built on. Because if your brand only looks good but says nothing? Well then, what’s the f*cking point?

Branding is about showing up the right way, everywhere. From the tone in your emails to the feel of your packaging to how your Insta grid lands. It’s not one thing, it’s everything.

We always say: know what you are, own your sh*t, and lean into it. That’s where standout brands are made.

The Real Meaning of Brand Strategy

Now let’s level up. If branding is the what, then brand strategy is the why and how. It’s the blueprint that makes sure all your branding actually makes sense – and works.

Too many businesses think branding is just design. Big mistake. Strategy is the bit that happens before you even touch a colour palette. It’s what defines your proposition, nails your tone of voice, shapes your messaging, and gives your team clarity. It’s how you influence how people see you – before they make up their own minds.

Brand strategy is what stops you from messing about with your messaging every six months because “something just doesn’t feel right.” When your brand is built on solid strategy, it speaks to the right people, in the right way, for the right reasons.

At co&co, we don’t do fluff – we build brands that work hard, show up right, and scale. Strategy is baked into everything we do, from the very start to the final launch.

Why a Solid Brand Strategy Sets You Up for Long-Term Success

Here’s the deal – without strategy, you’re not making the same moves your competitors are. In order to build a brand that lasts, it takes work. So you’ve got to ask yourself: are you willing to put the work in and invest in your brand? What’s the point in investing so much time, money and energy into creating a brand if you’re not going to follow it ALL the way through all the way through – from the foundations to the visuals?

A solid brand strategy is what gives you staying power. It’s how you build consistency, earn recognition, create loyalty, and gain trust. Let’s take a look at how that plays out in the real world.

Consistency – across every channel, every asset, every time.

Let’s talk about Calvin Klein. It’s 2025 and somehow, CK is still doing what it’s always done and doing it better than most. Clean lines, monochrome vibes, and that simmering, understated sex appeal. Whether it’s a billboard in Soho or a TikTok ad mid-scroll, you know when you’re looking at Calvin Klein. They’ve evolved without losing the plot by getting the right influencers in their pants (literally). All the while they’re still nailing that stripped-back tone, and rolling it out across every touchpoint. This isn’t luck. It’s a brand strategy that’s stayed tight for decades. That’s not luck – it’s long-term brand strategy rooted in clear DNA and executed with consistency.

Recognition – so you stand out. This is getting harder

Enter Blank Street Coffee. They launched into London like they owned the place and honestly, fair play. In a city drowning in flat whites and unaesthetic loyalty stamp cards, they carved out a brand identity that’s instantly recognisable. The mint green storefronts, minimalist cups, and clean branding are pure clean girl aesthetic – begging to be photographed. UGC? Off the charts. Everyone’s snapping their oat lattes and iced matchas like it’s a f*cking lifestyle accessory. And this doesn’t happen by accident. It’s strategic brand work that gets noticed and shared – exactly what recognition should look like in 2025. But recognition like that only sticks when it’s backed by strategy — not just aesthetics.

Loyalty – people buy into what they believe in.

Okay, we know Apple gets wheeled out in every brand case study ever. But come on, it’s earned that spot. The loyalty is cult-like. People queue for hours just to get the latest phone that looks exactly like the last one. The Samsung vs Apple debate? Samsung users have literally been called red flags on dating apps for simply having a different phone. Apple’s branding, tone, ecosystem – all of it is so tight, it makes customers feel like they’re part of something bigger. That kind of loyalty doesn’t just come from its features. It comes from having a smart as fu*k brand strategy. That kind of loyalty comes from alignment — between what the brand says, what it delivers, and how people feel. That’s strategy doing its job.

Trust – because you’re not changing direction every five minutes.

The Ordinary (by Deciem) isn’t bouncing around with new slogans or rebrands every year. They picked a simple, science-first identity and stuck to it. No fluff, no bull - just how we like it. It’s clear, honest skincare that’s also very affordable. In a world full of overhyped beauty brands, they cut through with brutal simplicity and they’ve built real trust because of it.When your strategy is strong, you don’t need to constantly reinvent yourself – your audience already knows what you stand for.

Without brand strategy, you end up wasting time, energy, and a load of money redoing things down the line. We’ve seen it happen. Brands launch half-baked, then two years later they’re back at square one wondering why nothing stuck. Newsflash: it’s because they skipped the strategy. Do it properly from the start – define your brand DNA, build around it, and stick to it – and you’ll save yourself a whole lot of headaches (and probably a few breakdowns). 😅

What a Great Brand Strategy Looks Like (And How to Build One)

A sh*thot brand strategy doesn’t just appear out of thin air. It’s built. It’s crafted. It’s the result of asking hard questions, listening to real answers, and making sh*t make sense.

Here’s what’s in the mix:

• Brand DNA – Your mission, vision, values, tone of voice, and proposition. This is your core. It’s the stuff that shapes how you show up, what you stand for, and why people should care about you.

• Audience research – Who are you talking to? What do they care about? what keeps them up at night? If you don’t know your people inside out, your brand won’t land.

• Positioning – what makes you different, and how do you own that space with confidence?

• Messaging – What you say, when you say it, and where you say it. It’s your key points, value props, and positioning statements — the substance behind your brand story and the reason people should give a sh*t.

• Tone of voice – This is the how. The way your brand speaks. Confident? Funny? Direct? Whatever it is, it needs to be consistent and unmistakably you.

• Visual identity – yeah, the sexy part. But it only works when the strategy underneath is solid.

• Customer experience – This is how people interact with your brand — and how your brand interacts back. Online, offline, in DMs, in-store, or on your website. Every single moment matters.

• Brand guidelines – The rules that make sure everything above stays consistent. Across teams, channels, campaigns, and touchpoints — this is what keeps your brand tight, not chaotic.

And yeah, it’s a lot.

That’s why working with the right agency *hint: us* is worth it. We’ve got the tools, the brains, and the balls to challenge your thinking and sharpen your brand. We’re not yes-men. We’re here to make sure your brand actually works, not just “looks cool.”

We take the pressure off and guide you through the chaos, so you don’t have to guess your way through. You’ll come out the other side with a brand that feels right, connects, and performs.

So, what is brand strategy? It’s the foundation, the filter, the f*cking heart of your brand. It’s what makes people care, connect, and come back. Without it, you’re nothing.

At co&co, we build brands that make moves, not excuses. And we’re pretty fu*king good at it to be fair. Whether you're launching from scratch or rethinking your whole identity, we’ll help you dig deep, get clear, and create something solid.

No fluff. No bull. Just a mega strategy that actually works.

Ready to stop guessing? Let’s get to work.