Brand Strategy is a Tool for Growth
Brand Strategy Is a Growth Tool, not a Creative Exercise
Brand strategy is one of those business disciplines that everyone talks about the importance of, but surprisingly very few small to mid size businesses invest the right amount of time in.
It's a missed opportunity.
I've seen first-hand how the right brand strategy can target consumers more effectively, unlock innovation, improve conversion rates, increase margins, and create serious commercial momentum. But here’s the thing: great brand strategy isn’t about logos or slogans. It’s about building the strategic foundation for growth. In accounting terms, it should be thought of as capital investment.
So what is brand strategy?
Put quite simply, I believe a brand strategy is a long-term plan for building and managing a brand in a way that helps your brand grow by building a strong, recognisable identity in the minds of consumers that drives them to purchase.
It’s not just about a logo or slogan — it’s the blueprint for how a company wants people to feel, think, and act toward its products or services
So let’s reframe brand strategy as what it truly is: a growth tool—not a creative exercise
Why Many Brands Get Stuck
Today’s business landscape is crowded and fast-moving. Small and mid-sized businesses are under pressure to scale quickly, compete with bigger players, and make every marketing dollar work harder.
Here’s what often happens:
A business grows organically and suddenly feels “messy” or inconsistent.
The team can’t clearly articulate what sets them apart anymore.
Retailers don't really get what the business stands for and so you struggle getting support. Customers mistake your brand for another.
Marketing activities starts to feel reactive, disjointed, or ineffective.
That’s usually a brand strategy problem, not just a marketing problem.
The Real Value of Brand Strategy
When done well, brand strategy gives your business:
Clarity of Positioning
What do you want to be famous for?
What makes you different or distinct from other brands in your space?
Consistency Across Marketing Channels
Whether it's your website, social media, a pitch deck, or a retail display, every customer touchpoint should feel cohesive and intentional.
A clear brand framework ensures your team, partners, and agencies stay on-message.
Confidence in Decision-Making
When your brand strategy is strong, you’re not guessing what to say or how to act, you have a blueprint.
It becomes easier to say yes (or no) to marketing ideas, products, or partnerships.
Cut-Through in the Market
A strong brand gives your business a distinct voice and identity, so you don’t blend in or compete purely on price.
What Holds Businesses Back
Many businesses hold off on investing in brand strategy because:
“We’re not ready yet”
“We don’t want a new logo”
“It feels too abstract, where is the ROI?”
“We don’t have the time”
But here's the truth: you don’t need a full rebrand to benefit from brand strategy. You need clarity. That could mean tightening your value proposition, reframing your brand story, or refreshing how you show up to customers.
I work with businesses who clearly understand why they’re different and their core offering, however they haven’t been able to translate this into something a customer can engage with. That’s where investing time in brand strategy can really help.
How We Approach Brand Strategy at Flightpath
At Flightpath, we believe brand strategy should be practical, collaborative, and directly tied to business outcomes.
We don’t create strategies in isolation, we co-create them inside your business with the people who bring your brand to life every day. That might mean:
Running live brand positioning workshops with your leadership team to create a Brand positioning cockpit™️ that becomes your 'north star' in everything you do moving forward
Mapping customer journeys to identify pain points and messaging gaps
Clarifying your brand architecture as your product range expands
Helping you plan marketing activities in advance that are delivering against key strategic priorities
The goal is always the same: to give your business a clear and usable foundation that drives growth, not just another deck that gathers dust.
Is Brand Strategy Worth the Time?
If you’re experiencing any of the following, the answer is yes:
Your team all have different versions or opinions on what is your difference or why you are better.
You want every single person in your organisation to be saying the same thing about what makes you unique and better. If they can't articulate it, what hope is there that your consumers do?
Your marketing feels inconsistent or unfocused
You’re expanding into new markets, products, or segments
You’re briefing agencies or freelancers but not getting the output you want
You want to charge more, but don’t know how to reposition the brand
These are brand problems. And solving them unlocks growth.