Brand Strategy

Brand Strategy at &Element helps businesses form a visual backbone to their business goals. Ultimately a strategy works to create a cohesive brand that resonates with the target audience, builds brand loyalty and drives business growth. &Elements brand strategy guides businesses into differentiating themselves from competition, developing their market awareness and  increasing their reputation in the marketplace.

Once a comprehensive brand strategy is developed, it can be implemented across all marketing and communication channels, including the company website, social media profiles, advertising campaigns, and packaging design.

What’s involved in the process of developing a brand strategy?

Brand strategy services typically involve an in-depth consultation with our design team to understand the business's unique needs and goals. We will then conduct market research and competitor analysis to identify opportunities for differentiation and positioning.


What is the importance of an effective brand?

Brand strategy is a critical component of any business's success, as it sets the direction and tone for all marketing efforts. It is the roadmap that guides all aspects of brand development and helps to establish a clear, consistent message that resonates with your target audience. An effective brand strategy is essential for businesses of all sizes, as it can help to improve customer loyalty, increase brand awareness, and drive revenue growth.

An effective brand strategy should include a clear definition of your brand’s unique selling proposition (USP), and  the key features and benefits that differentiate your brand from your competitors. Your USPs should be reflected in all of your marketing materials, from your website and social media profiles to your advertising campaigns and product packaging. By establishing  clear and compelling USPs, you can help to create a powerful and memorable brand identity that resonates with your target audience.

Another important element of a successful brand strategy is consistency. Your brand should have a consistent look and feel across all marketing channels. This consistency helps to build trust and recognition with your audience, making it easier to establish a strong and loyal customer base.

In addition to consistency, an effective brand strategy should also be flexible and adaptable to changing market conditions. As your business grows and evolves, your brand strategy should be able to evolve with it, incorporating new marketing channels and strategies as needed. This adaptability is essential for staying competitive in today’s fast-paced digital landscape, where new technologies and trends can quickly disrupt established markets.

Finally, an effective brand strategy should be data-driven, using analytics and other metrics to measure the effectiveness of your marketing campaigns and identify areas for improvement. By tracking key performance indicators (KPIs) such as website traffic, engagement rates, and sales conversions, you can gain valuable insights into the behaviour and preferences of your target audience, allowing you to refine your brand strategy and improve your return on investment (ROI) over time.


What items are included in a brand strategy?


First and foremost, a brand's visual identity is essential to building brand recognition and loyalty. This includes the logo, colour palette, typography, and other visual elements that make up the brand's aesthetic. Consistency across all marketing materials is key to establishing a strong visual identity. See our Branding service here

Digital Marketing

Another important aspect of brand strategy is messaging. Companies must clearly communicate their unique value proposition to potential customers through their messaging. This includes developing a brand tone of voice that is consistent across all marketing activity, including social media, email marketing, and advertising. See our Digital Marketing Service here

SEO & Content Writing

Finally, social media is an essential component of any modern brand strategy. It allows companies to connect with their target audience, share content, and build brand awareness. A comprehensive social media strategy should include platforms that are most relevant to the target audience and provide opportunities for engagement and interaction. See our SEO & Content Writing here

Social Media Marketing

Finally, social media is an essential component of any modern brand strategy. It allows companies to connect with their target audience, share content, and build brand awareness. A comprehensive social media strategy should include platforms that are most relevant to the target audience and provide opportunities for engagement and interaction. See our Social Media Marketing here

Brand strategy is a multifaceted approach that includes several marketing tactics to build a strong brand identity, communicate a unique value proposition, build trust and recognition with your customers, and drive revenue growth over the long term. By focusing on visual identity, messaging, content marketing, and data-driven analytics, companies can develop a comprehensive brand strategy that drives long-term success.

Digital Marketing

What to Consider When Building a Brand

Starting from the ground up and creating a distinctive brand identity for your company is no small feat. A good brand strategy will incorporate  strong representations of image, culture and personality that best align with how you want your business to be seen. When these elements are captured successfully, awareness of your company, trust and loyalty is gained. 

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How we do it

Planning and research


In the first phase, we work closely with you to learn not only what your requirements are but the reasons behind them. By putting ourselves in your shoes, we can truly understand the problems that need to be solved.

After an initial free consultation, we build a requirements document and build a breakdown of design, development and support needed along with the hourly required. We charge an hourly rate so we can scale up or down depending on your needs. Usually, we will provide recommendations on where we can provide the most value.

Once you’re happy with the quote, we’ll send the contract over and after receiving the first payment we’ll move over to the design phase.


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A selection of our favourite projects

Trusted and award winning

We’ve been working as a team for over a decade with hundreds of projects under our belt and multiple challenges and awards we have won. If you would like to learn more about our testimonials and awards click below.

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Ricky Brownlee

Creative Building Design Ltd

We needed a new redesign for our website to keep our online presence active. The &Elements team came into our offices, and we worked together on the requirements for the new website. A few days later, they came back with the design prototype, which after we approved we got our site up and running a couple of weeks later and it even works on mobiles now. Thanks guys!

Ruth Paton

University of Suffolk

We reached out to &Element to help us create the branding strategy for Entrepreneurs Forge, which is an immersive development programme designed to help personal resilience and economic recovery and growth in Suffolk. The team worked with us through many research sessions to build a brand that delivered to exactly how we wanted.

Peter Cochrane OBE

Ex-CTO of BT

There is nothing like a change of career for creating a tidal wave of disruption; and after decades of leading industry, I was ready for a change. This needed capable hands and minds, but serendipitously, I met Element Softworks! After working with them over 2 months we created my new brand and website. Luke and his team are the best I have ever worked with, and therefore come with my full support and highest recommendation.

Have questions on Brand Strategy?

Brand strategy refers to the plan that outlines the unique value proposition of a brand, its target audience, messaging, and visual identity. It is important because it helps businesses differentiate themselves from competitors, build customer loyalty, and create a strong brand image that resonates with the audience.

Developing a brand strategy involves several steps, including defining your target audience, identifying your brand's unique value proposition, creating a brand messaging strategy, and designing a visual identity that aligns with your brand's personality and values.

A brand strategy defines the unique identity and value proposition of a brand, while a marketing strategy outlines how to promote and sell the brand's products or services to its target audience.

Absolutely! A brand strategy can help small businesses create a distinct and memorable identity that sets them apart from competitors and builds customer loyalty. A strong brand strategy can help small businesses establish a clear message, voice, and visual identity that resonates with their audience.

Some common mistakes businesses make when developing a brand strategy include failing to define their target audience, lacking consistency in messaging and visual identity, failing to differentiate themselves from competitors, and not taking into account the evolving needs and preferences of their audience.

A design agency can help with brand strategy by conducting research and analysis, developing key brand elements such as visual identity, market analysis, mission statements and graphic elements.

Brand strategy impacts brand equity by creating a positive brand image that resonates with consumers, which can lead to increased brand loyalty and perceived value.

A target audience is a specific group of people that a brand is trying to reach with its marketing messages.

Brand positioning is important because it helps your brand to stand out in a crowded market and to be perceived by consumers in a way that aligns with your brand purpose.

Brand personality refers to the human characteristics and traits that a brand is associated with, such as friendly, sophisticated, or adventurous.

Brand voice refers to the tone and style of communication that a brand uses in its messaging, whether that be formal, casual, or humorous.

A brand style guide is a document that outlines the specific guidelines for how a brand should be presented visually and in writing.

A brand audit is an evaluation of a brand's strengths, weaknesses, opportunities, and threats, as well as an analysis of its positioning in the market.

A brand strategy should be updated whenever there are significant changes to the market, competition, or target audience, or when a brand's goals or purpose change.

A brand strategy affects marketing by providing a clear framework for messaging, visual identity, and target audience, which can help to make marketing efforts more effective.

Brand strategy affects customer loyalty by creating a consistent and recognizable brand experience that aligns with the values and desires of your target audience.

A brand strategy can impact employee engagement by creating a clear sense of purpose and values that employees can align with, which can lead to greater job satisfaction and loyalty.

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