Why Every Business Needs a Brand Strategy (Even Startups)

Many startups believe branding is “for later” – until they try to charge premium prices and no one bites. It’s not that their product or services aren't worth it, it’s that no one trusts them yet. We see it all the time. At co&co, we’re here to flip that. Without a brand strategy guiding how you show up, what you stand for, or why people should give a sh*t, you’re coasting on luck, not logic.

Brand strategy isn’t optional. It’s your roadmap when you’re a nobody. When no one knows who you are, strategy gives you direction. It’s what keeps you focused, stops you wasting money, and turns you into a brand people believe in.

This article’s about tearing down the myth that only big-shot companies need branding and showing you exactly why investing early builds momentum, cohesion, and serious business power.

The True Definition of Brand Strategy (And Why It’s Not Just a Logo)

What is brand strategy then? It’s the DNA guiding everything you do.

A brand strategy is your comprehensive plan tying together your purpose, mission, values, vision, proposition and tone of voice. We like to call this your brand DNA. It answers: Why do you even exist? Who gives a sh*t about you? What story do you want people to remember?

A logo? That’s just the final act – a visual stamp earned by all the thinking that comes first.

At co&co, brand DNA looks like this 👇:

👉 Mission – why you exist. Strip it back. What’s the driving force behind your business? The real ‘why’ that keeps you showing up, shaping your offers, and pushing things forward.

👉 Vision – where you’re headed. It’s the future you’re building, the impact you want to make. Ask yourself ‘what do you wanna be famous for?’ That’s your vision.

👉 Values – the beliefs that steer every decision. These are your non-negotiables – what you stand for, how you work, and the line you won’t cross. If they’re real, they show up in everything you do.

👉 Tone of voice – what you say, when you say it, and how you say it. This is the way your brand sounds in the wild. It’s your personality in words – bold, calm, cheeky, whatever it is, your tone should hit the same across every touchpoint.

👉 Proposition – the value you bring to your audience. It’s what you offer, who it’s for, and why they should give a f*ck.

Everything else? Back of the queue. It’s not the time to obsess over logos, colour palettes or whether your Instagram grid looks cute. Get your brand DNA locked in first because when you’re clear on your strategy, your visuals will hit different.

How a Solid Brand Strategy Builds Trust and Loyalty

There’s a reason every bit of research talks about the importance of brand strategy — because it works. Brand strategy is all about intent. It’s knowing why every touchpoint exists and what it’s saying. And when you get that right? You show up with consistency. Same voice, same look, same values … everywhere. That’s how you build credibility. People remember you, they start to trust you, and over time, that trust turns into loyalty.

We talk about ROI a lot at co&co, but not in the basic ‘sales = success’ way. We redefine ROI in the way that – All sales are conversions, sure – but not all conversions are sales. Someone scrolling your site and downloading a guide? That’s ROI. Someone signing up to your newsletter? ROI. These aren’t instant wins, but they’re part of building brand equity – the long-term stuff that actually grows your business.

So, what’s this got to do with brand strategy? Everything. Brand strategy is what makes these moments happen. It’s the reason someone chooses your download, your newsletter, your event because your brand feels clear, credible, and worth their time.

5 key benefits of a strong brand strategy:

1. Emotional connection → loyalty – people buy feelings, not products

2. Premium pricing power – you get to charge more because you’re not a commodity

3. Investor confidence & valuation uplift – strategy signals you’re scalable

4. Customer referrals & advocacy – happy people tell their friends and family

5. Employee buy-in & culture alignment – your team works toward the same goal
   

Let’s talk about some trust-builders in your brand strategy. These are simple tactics that have the greatest impact.

🖤 Clarity – this one’s simple: don’t confuse people. If your audience has to work to figure out who you are, what you do, or why it matters, they won’t bother. Your brand should have clear-as-day messaging that makes it easy to buy in.

🖤 Consistency – show up the same way, every time. That means same voice, same look, same values – whether someone sees you on Instagram, your website, or your packaging. Inconsistency makes people nervous. Consistency builds trust.

🖤 Authenticity – be real. If someone met you in real life, you want to be giving off the exact same vibe and energy as your brand or you’ll get ghosted. It’s like on dating apps – don’t pretend to be someone you’re not, because no one likes a catfish… and you always get caught.

How Represent Nailed Trust and Loyalty

Need proof that this stuff works? Look at Represent – the Manchester-born brand now pulling in nearly £100 million a year. Their secret? A brand strategy so dialled in it bleeds through every stitch.

Take their FW24 “Godspeed” campaign – a gritty, refined drop that stayed true to their luxury-streetwear roots. Everything from the colour palette to the Harvey Nichols rollout was dripping in clarity and consistency. No mixed signals. Just top-tier craftsmanship, positioned clearly and delivered with Mancunian pride.

And they didn’t stop there. In December 2024, Represent launched a collab with Oasis not long after the reunion news hit. Coincidence? Not a chance. It was a smart, emotional play that aligned perfectly with their DNA: British heritage, cultural pride, and attitude. This was about story, legacy, and trust.

Result? Customers bought into their brand because when your brand strategy is clear, loyalty and trust is built in.

Startups vs. Established Brands: Why Strategy Still Wins

Brand strategy isn’t just for big brands. Brand strategy is there for the start-ups too. It’s why those big brands exist in the first place. They didn’t get massive by accident – they got there by knowing who the f*ck they were from day one.

You think Nike just stumbled into global domination? No. They had vision, voice, and a sh*thot brand proposition before they had any cash. So if you’re a startup thinking you’ll “do branding later,” you’re going to miss out big time. Big brands have recognition now but they only earned it because they invested in brand strategy early.

And if you’re already established? Strategy is what keeps you from turning into a dinosaur. Lose the brand focus and you start looking like a has-been and no one’s queuing up for that, are they?

The point is: strategy is your baseline, and it doesn’t matter whether you’re on day one or year ten. Without it, your messaging is all over the place, your team’s pulling in different directions, and your customers don’t know what you stand for. So yeah, strategy still wins. Always has, always will.

Case in Point: M Apartments by Co&Co

M Apartments came to us with a name - and nothing else. No identity, no strategy, no plan to stand out in the UK’s most competitive lettings market. Just a blank canvas and big ambitions. They weren’t just launching a building off-plan; they were launching a whole lifestyle, with zero infrastructure to back it up.

So we got to work. Fast. We ran brand workshops to get everyone – from marketing to ops – on the same page. We dug into competitors, dissected disruptor brands, and mapped out what would make M Apartments different. We brought together the in-house creative and interiors teams to make sure every touchpoint felt like part of the same story. Then we built it: the brand guidelines, the tone of voice, the pre-launch buzz, the resident welcome experience – everything.

The result? A 12-month, cross-channel lead generation campaign that averaged 500 enquiries a month, a rapidly growing social media presence reaching 1,500 followers within six months, and a thriving resident community brought to life through branded move-in gifts and a year-long calendar of weekly, seasonal, and headline events. M Apartments launched a brand with purpose, clarity, and connection. We helped them build a brand people want to live in.

Brand strategy will always be your foundation and that’s exactly why you need it for your business. Starting early means you have a clearer purpose, loyal customers, stronger pricing, and a team that doesn’t fumble. So stop pretending branding is “later.” Start today by defining what makes you you – your brand DNA. You won’t regret investing time into building a brand strategy. It’s the very beginning of building something that matters.

We’re mega when it comes to brand strategy. We know what good looks like, we know how to get you there, and we don’t f*ck about in the process. If you’re ready to stop guessing and start growing, give us a shout.

Let’s work together.