Brand strategy is the central underlying idea that unifies all thinking for every visual and verbal brand application. The brand strategy:

• Characterizes brand personality;
• Defines brand promise;
• Creates a brand position by differentiating the brand from the competition; and
• Codifies the brand essence.

Brand strategy is a conceptual plan that provides guidelines to be used by both client management and creative professionals for developing and empowering all brand applications. Essentially, the brand strategy is how you conceive, create and position your brand or group in the marketplace to achieve differentiation, relevance and resonance.