Your brand strategy is the starting point for your marketing plan. To be successful, your brand strategy should be a viable expression of your business plan.

Before beginning the brand strategy process, you should have:

• A clearly articulated business plan with a view of the scale and scope of the business and how you want to compete
• Deep customer insights and an understanding of evolving business economics, including the existing and potential profitability of different target markets
• An understanding of your company’s perceptions of the role of branding, which will help shape strategic brand decisions throughout the branding process.