"Think of your brand strategy like a GPS for your business," says Janine Lloyd, Brand Strategist, Founder of LloydBrand and Co-Founder of Brand Growth Track.

"Without it, you might drive around in circles, wasting money and time, not to mention the stress and frustration that comes with it. With a brand strategy, you know your destination (your vision), the best route to get there (your positioning and messaging) and how to avoid traffic jams (competitors and market challenges)."

Businesses need a brand strategy because it can give it direction. Without it, businesses can risk blending in, attracting the wrong customers, or wasting time and resources on ineffective marketing, says the agency.

A strong brand strategy defines who the business is, what makes it different, and how it connects with the right audiences — helping to stand out, build trust and be taken seriously, adds the agency.

"A strong brand also builds internal pride, inspiring employees and creating a sense of belonging, while reinforcing and driving your internal culture," says Lloyd. "It also informs how your leaders and employees talk and act, ensuring your business actions match the perception you are trying to create."

According to Lloyd, there are six tips for creating a powerful brand strategy:

Act Like a Human

Most companies compete on features, benefits and price. Yet humans connect with people. Brands have a personality and should behave like a human. Just like a person might be adventurous, nurturing, funny or reliable, brands project very similar traits. Personality is a powerful psychological tool: when it feels like the business is "someone" people want in their lives, they listen, relate to the business and stay loyal, says the agency.

Communicate Your "Why"

Many companies focus primarily on what they do, rather than why they do it. Brands that go beyond functionality and connect with customers on an emotional level, form deeper and more lasting relationships. Businesses need a purpose-driven brand with an inspiring ethos, a strong viewpoint and it needs to communicate how it is actively contributing to make a positive impact in the customers' world, adds the agency.

Get Very Clear on Who Your Customer is

Speaking to everyone is not good for business. Businesses need to get very clear on who it is talking to so that it can attract the right people. When a business knows who it is targeting and really understand them — their needs, pain points and aspirations — it can create messages that actually speak to them. It can now align its marketing channels, product features and campaigns in a way that actually matters to its customers, says the agency.

Create a Clear Unique Value Proposition (UVP)

A businesses UVP describes the benefit of its offer, how it solvees its customer's needs and what distinguishes it from the competition. A UVP is not just a message, it is a differentiator. It explains to audiences exactly what the company offers that competitors can't. It defines differentiation and explains why it's the right choice to help solve their problems, adds the agency.

Create Clear Messages and a Consistent "Story"

When what a business says is scattered or confusing, people tune out. However, when they are clear, customers quickly understand what it stands, making it easier for them to buy from the business. When a story is communicated consistently, it can become a brand that people want to trust and follow, says the agency.

Use AI Strategically to Get the Best Value

AI can be a powerful tool to create the marketing communications a business needs — from emails, social media campaigns, to sales materials and website copy. However, if AI isn't given the correct context or directio, businesses will land up with generic, confusing, or inauthentic messaging. For AI to be effective, it needs to be "briefed", and that is where your brand strategy or "GPS" comes in, says the agency.

Marketing moves the car, but strategy drives the journey. "When your brand has direction, every campaign has impact," concludes LLoyd. "So, stop guessing, start steering and watch your brand arrive exactly where it was meant to be."

For more information, visit www.lloydbrand.co.za. You can also follow Lloyd Brand on Facebook, or on LinkedIn.

*Image courtesy of www.lloydbrand.co.za.