Effective brand strategy provides a central, unifying idea around which all behavior, actions and communications are aligned. It works across products and services, and is effective over time. The best brand strategies are so differentiated and powerful that they deflect the competition. They are easy to talk abou, whether you are CEO or an employee.

Brand strategy builds on a vision, is aligned with business strategy, emerges from a company's values and culture, and reflects an indeőth understanding of the customer's needs and perceptions. Brand strategy defines positioning, differentiation, the competitive advantage, and unique value proposition.

Brand strategy needs to resonate with all the stakeholders: external customers, the media, and internal customers. Brand strategy is a road map that guides marketing, makes it easier for the sales force to sell more, and provides clarity, content, and inspiration to employees.

Source: Designing Brand Identity - Alina Wheeler