https://blog.hubspot.com/blog/tabid/6307/bid/31739/7-components-that-comprise-a-comprehensive-brand-strategy.aspx

“What is Brand Strategy?

Brand strategy is a plan that encompasses specific, long-term goals that can be achieved with the evolution of a successful brand -- the combined components of your company's character that make it identifiable.”

“A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments.”

“First, let's clear up the biggest misconception about brand strategy: Your brand is not your product, your logo, your website, or your name.

In fact, your brand is much more than that -- it's the stuff that feels intangible. But it's that hard-to-pin-down feeling that separates powerhouse and mediocre brands from each other.”

“7 Components for a Comprehensive Branding Strategy”

“1) Purpose”

“it’s not just making a promise that separates one brand from another, but having a defining purpose”

“In other words, your purpose is more specific, in that it serves as a differentiator between you and your competitors.”

“When defining your business' purpose, keep this example in mind. While making money is a priority, operating under that notion alone does little to set your brand apart from others in your industry.”

“2) Consistency”

“The key to consistency is to avoid talking about things that don’t relate to or enhance your brand. Added a new photo to your business' Facebook Page? What does it mean for your company? Does it align with your message, or was it just something funny that would, quite frankly, confuse your audience?”

“consistency contributes to brand recognition, which fuels customer loyalty. (No pressure, right?)”

“consider the benefits of creating a style guide. A style guide can encompass everything from the tone of voice you'll use to the color scheme you'll employ to the way you'll position certain products or services.”

“3) Emotion”

“Harley Davidson uses emotional branding by creating a community around its brand. It began HOG -- Harley Owners Group -- to connect their customers with their brand (and each other).”

“Why? People have an innate desire to build relationships. Research from psychologists Roy Baumeister and Mark Leary best describes this need in their "belongingness hypothesis," which states: "People have a basic psychological need to feel closely connected to others, and that caring, affectionate bonds from close relationships are a major part of human behavior."”

“You may be thinking, "Wait a minute, how am I supposed to remain consistent while also being flexible?"