Brand strategy and brand communication strategy could be easily confused at first, as they both have to do with the direction the brand takes and how it interacts with the consumer.
Here’s a breakdown of their key differences:
1. What Is Brand Strategy?
Branding expert says that Brand strategy is the long term approach, This is the general strategy of branding, both the creation of and the maintenance of a brand. It makes clear what the brand is all about, what it represents, why it exists, and where it is in relation to competitors.
The brand management entails the blueprint of how a brand will be built to meet business objectives and kept consistent in all aspects of the brand.
1. What Is Brand Communication Strategy?
This is a part of a larger concept of brand management namely; the way the brand communicates with its audience. It describes the approach and content and all the ways in which a brand communicates its values, narrative and character.
It is more operational and it is concerned with how brand messaging is communicated to the public.
2. The Core Focus Of Brand Strategy
Interested to the ability of the brand identity. As a component of the brand, it encompasses the brand’s purpose, scope, customers, benefits, tone and position in the market. It provides solutions to questions such as, “Who are we as a brand?” and “How do we want our audiences to see our brand?”
2. The Core Focus Of Brand Communication Strategy
This is Fully focused on brand message delivery. It provides responses to questions such as, “Which channels do we use to converse with our customers?” These are the relationship characteristics such as the voice, character, and channels through which the relationship is supported such as the social media, email and PR.
3. What Is The Duration To Implement Brand Strategy?
Usually an accrued strategy that is not possible to be executed in the short term. It changes with the expansion of the business but it has some vertically followed sameness which is proved to be healthy in terms of constructing the brand image.
3. What Is The Duration To Implement Brand Communication Strategy?
As you might notice, it is more common to be shorter term in nature and less rigid. It could depend on certain brand promotions, new products, or customer trends but in harmony with overarching brand strategy.
4. Components of Brand Strategy:
- Brand purpose
- Brand positioning
- Target market identification
- Competitor analysis
- Value proposition
- Brand tone and personality
4. Components Brand Communication Strategy Focuses on:
- Key messaging
- Developing new content (blogs; ads; posts on social media platforms etc.)
- Media outlets (social networks, emails, website).
- Marketing acts (narratives, promotions)
- Kinds of communication and how frequently it should be conducted
5. Objective Of Brand Strategy:
As its goal, it intends to shape the brand and strengthen its position within a niche. It’s about the idea of making sure that the brand doesn’t distinguish itself in a way that will confuse or disconnect it from what it is currently – a brand.
5. Objective Of Brand Communication Strategy:
Aspires to reach and communicate with the audience and generate the right response through channel that is fitting for the circumstance. Marketing communication is all about managing and altering consumer perceptions and controlling behavior relating to public awareness and purchase.
Example of Brand Strategy:
If you are creating a positioning for a new luxury watch brand, your brand positioning will be that the brand target market is the highest class, and it will convey accuracy and luxury.
Example of Brand Communication Strategy:
According to that strategy, your communication strategy may comprise of Instagram ad campaigns that capture
- the process of how your brand develop luxury watches,
- bulk marketing using emails for special valued clients,
- strategic partnerships with the influencers that suits the image of the brand.
Conclusion:
Brand strategy tells you what you are and where you want to be, on the other hand, brand communication strategy tells you how you are going to communicate that identity and vision. Altogether they form an integrated concept of branding, and brand construction and brand development and brand identity.
Interested in learning how Brand Strategy and Brand Communication Strategy Effectively Derive Word of Mouth (WOM)?
