What Is Brand Strategy and Why Does Your Business Need One?

We don’t mess about when it comes to brand strategy and neither should you. Most brands wing it and hope for the best. Few colours, a boring CTA and a half-ar*ed logo slapped on everything like that’s enough to make some noise. Spoiler: it’s not. Hope isn’t a strategy.

That’s where brand strategy steps in. And sorry lads, but this isn’t just some overpriced deck your mate who “does branding now” throws together after watching a couple of YouTube tutorials. It’s the blueprint for how your brand lives, breathes and wins. It’s how you turn heads, build loyalty, and make people say, “We only buy from them.” Whether you’re a startup building from scratch or a brand that’s lost its way, this sh*t matters

Let’s get into it.

What Exactly Is Brand Strategy?

Brand strategy is the brains behind the beauty. So no, it’s not about what you look like. It’s about what you mean. It defines who you are, who you’re for, and why people should give a sh*t about you. It’s what makes Nike more than just shoes, Apple more than just tech, and Greggs more than just sausage rolls.

It’s about 👇:

• Who you are

• What you stand for

• Why anyone should care

• And how you consistently communicate all that – everywhere

A solid brand strategy aligns your internal reality (your values, your people, your purpose) with your external perception (what people actually think about you). When it’s done right, it builds trust, recognition, and loyalty.

Something worth mentioning is that you don’t actually get to decide what your brand is. Other people do. But that’s the reason you should have a brand strategy from day one. It gives you the power to shape the narrative before someone else does it for you.

The Key Elements of a Strong Brand Strategy

This is the deep stuff. The thinking behind the brand. It’s not a DIY job - that’s for sure. This needs proper graft, sharp thinking, and a strategy-first mindset from day one. That’s where we come in. One of the first things we’ll ask you is: what do you wanna be famous for?

If you’re wondering how to build a brand strategy that actually sticks, it starts right here – with these core elements that shape everything else.

Still Think Brand Strategy’s Just for the Big Dogs?

The biggest mistake you can make is thinking brand strategy’s only for the Nikes and Apples of the world. Like it’s some luxury item you’ll ‘invest in later’ once you’ve made it. No that’s backwards. Brand strategy isn’t the reward for growth – it’s the whole engine.

It’s how you go from blending in to breaking through. It’s what separates the noise from the names people actually remember. If you want to play in the same league as the big dogs, you’ve got to build like they do. That means putting in the work now, not when it’s convenient, not when you’ve got “more time” because newsflash: you won’t.

Brand strategy gives you direction when sh*t gets chaotic. It tells your team what the brand stands for, so they’re not guessing. It gives your marketing a backbone. It’s why your product feels different, your tone hits harder, and your audience cares. A lot of brand strategies fail because they’re built on fluff, not foundations. No clear thinking. No tough decisions. Just noise.

You don’t need a million-pound budget. You need a point of view. A purpose. A proper plan. And the guts to back it. The truth?

Because strategy is what gets you noticed. It’s what gets you remembered. And most importantly? It’s what gets you paid. Simple as that.

Brands That Have Nailed Brand Strategy

Case Study 1: Represent - Built Different

Represent isn’t just another streetwear brand flogging overpriced hoodies. They’ve built something real. Started by two brothers in Manchester, they went from hand-printing tees in their bedroom to owning a global following. Not through gimmicks or hype drops – but by giving a sh*t about quality, consistency, and staying true to their roots.

While other brands chase trends, Represent doubles down on identity. They’ve got a look, a tone, a feel that’s unmistakably them. You see it in every stitch, every shoot, every product description even. No performative nonsense. Just a brand that knows who it is and builds everything from that core.

Their tone? Confident. Clear. Cohesive. Whether you’re scrolling Instagram or unpacking your order, it feels like one voice – loud, unapologetic, and consistent as hell.

And don’t get it twisted—this isn’t just about aesthetics. Represent is dialled in behind the scenes too. From ethical sourcing to direct-to-consumer growth, their strategy backs up the brand. They’ve nailed their positioning, their messaging, and their customer experience all through brand strategy that actually reflects what they stand for.

Strategy move: Built a brand with backbone. Stayed consistent. Led with clarity—and the culture followed.

Surreal - Bold Breakfast Take

Surreal took the bland, beige breakfast aisle and flipped it on its head with a brand that’s bold, irreverent, and unapologetically weird. Their mission? “Make the kind of cereal we all loved as kids nutritionally relevant for today.” And they’ve nailed it – serving up high-protein, low-sugar cereals that taste like nostalgia without the guilt.

But it’s not just the product that’s turning heads. Surreal’s marketing is a masterclass in brand DNA done right. They’ve crafted a tone of voice that’s cheeky, self-aware, and consistent across every platform. They’re not afraid to poke fun at themselves, their industry, or even their own marketing tactics. Remember their “fake celebrity” campaign? Genius. It got people talking, laughing, and most importantly, buying.

Surreal proves that when you build your brand from the inside out - with clear values, a distinct voice, and a product that delivers - you don’t need a massive budget to make a massive impact. They’ve created a loyal following in a crowded market by being authentically themselves. No bullsh*t - just a brand that knows exactly who it is and isn’t afraid to show it.

So, if you’re looking for a blueprint on how to build a brand that stands out, connects deeply, and doesn’t compromise, take a page from Surreal’s playbook. Be bold. Be consistent. Be f*cking unforgettable.

Strategy move - Built a brand that cuts through the cereal clutter with humour, consistency, and a crystal-clear tone of voice that people give a sh*t about.

Case Study 3: Found – Built From Zero, Designed for Experience

One of our clients asked us to create a brand for their new lifestyle operator. No name. No logo. No brand. Just a vision – and a fu*king good one. Our job? Build it all from scratch.

We crafted everything: name, strategy, tone of voice, visual identity, and a full brand world rooted in experience. The result? Found – the UK’s first 360 lifestyle operator bringing residential and commercial spaces to life through events, activations and more.

Found turns buildings into liveable neighbourhoods where you don’t just live and work – you experience. It’s brand strategy in action, built to scale from day one. No fluff. No bull. Just bold thinking that’s already making noise.

Want your brand up here next? Then build it properly from day one.

Still here? Good. That means you’re serious. Brand strategy is what separates the brands that thrive from the ones that just disappear. After all, most brands fail within the first 3 years. Brutal, but true. Brand strategy is your way out (and up).

You don’t need a million-dollar budget to think like a big brand. You just need to give a sh*t and work with people who know how to turn the madness into something mega.

At co&co, we build brand strategies that cut through the noise, fire up your team, and make your audience sit up and listen. So, are you gonna keep winging it – or finally build a brand that actually means something?

Let’s f*cking go. Let’s work together.