Brand strategy isn’t just for big companies

When people hear 'brand strategy,' they often think of huge companies with big budgets, lengthy workshops, and walls covered in Post-it notes. But here’s the truth: brand strategy is just as important for a one-person business or growing start-up as it is for the likes of John Lewis or Apple.

In fact, if you’re running a smaller business, strategy might be even more important because every decision matters, and every message counts.

So what is brand strategy, really?

At its core, brand strategy is about clarity. Clarity on who you are, who you’re for, and how you want to show up in the world. It’s the thinking before the doing. The foundation beneath the visual identity, the website, the tone of voice.

Without it? You risk looking and sounding like everyone else.

With it? You build a brand that’s distinctive, confident, and deeply connected to the people you actually want to serve.

It’s not about jargon. It’s about direction.

A solid brand strategy isn’t about buzzwords or long documents that sit in a drawer.

It means:

• Defining your purpose - beyond just “making a living.” Why do you do what you do? Why now?

• Understanding your audience - not just stats and job titles, but what they care about.

• Crafting your positioning - what makes you different, and why that matters.

• Finding your voice - so your brand feels human, not robotic.

• Setting principles - to guide how your brand looks, sounds and behaves everywhere it shows up.

This work isn’t reserved for the big names. It’s your chance to make clear, intentional choices from the start.

What happens when you invest in strategy?

Here’s what I’ve seen happen with clients who commit to brand strategy:

• They stop second-guessing themselves and feel more confident in their direction.

• Their messaging becomes clear, consistent and compelling — and actually lands.

• They attract the right kind of clients — the ones who “get it”.

• Their visual identity becomes more than just a logo — it becomes an expression of their story.

The bottom line?

If you’re building a business, you’re building a brand. The only question is whether you’re doing it intentionally, or leaving it to chance.

You don’t need to be a household name to take your brand seriously. You just need a clear sense of who you are, what you stand for, and where you’re going.

That’s what brand strategy gives you. And that’s where I come in.

Curious what this could look like for your brand?

Let's have a chat.