Whatever your circumstances, setting your brand strategy can be really useful whether you’re branding a new business or rebranding an existing one. Start by considering what your overarching ambition and vision is for your business. Thinking through your brand strategy over a period of time helps in clarifying your vision, mission and values. 

• Aligning your personal and business goals gives you the right mindset to achieve your ultimate objectives 
• I believe there’s huge value in testing your ideas for a new business concept first before spending money on getting a visual identity, trade marking, and the like 
• Think about your brand strategy gradually, make notes, and keep updating your thinking 
• To stand out a brand needs to be legally distinctive, not just visually noticeable 
• In the 21st century it’s necessary to use IP to brand your business effectively 
• The name plays a fundamental role because many actions by competitors that you might want to stave off involve the brand name or brand designs 
• What associations do you have when you think of brands like Ikea or Apple? 
• What brand promise do you want people to associate with your business? 
• “Brand” is why we expect one thing when we come across a SWATCH and another when we hear the ROLEX name 
• Brand strategy also involves thinking about how to create a customer experience, branding, and communication messages to support the impression you want to convey 
• What quality or outcome do you want to deliver consistently and reliably 
• You should have a clear vision of the business you’re building so you can design your business to support how you want it to be known 
• The aim is to create a brand that comes to mind when consumers are looking to buy the product or service you offer 
• Work out WHY you do what you do 
• Nike’s purpose is to bring inspiration to every athlete in the world 

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