Glossary

What is brand strategy?

Brand strategy is the plan for how a brand wins: who it is for, what it stands for, and how it differs from competitors.

Why it matters

Strategy gives design something to express. Without it, a logo and a website are decoration, and every decision becomes a matter of taste.

Example

A fitness studio decides it is for busy professionals who want short, coached sessions. That choice then drives its name, tone, pricing, and look.