Crafting a strong brand strategy: 14 rules for success

In the world of brand strategy, evolving and adapting are essential for success. Here are 14 updated rules that form the foundation of creating powerful and effective brand strategies, encompassing various aspects of your business.

Reframe the problem, not the product

Instead of rebranding the product, focus on rebranding the problem it solves. By doing so, you can differentiate yourself from competitors and stand out in the market. Effectively reframing the problem allows you to connect with your audience more deeply and create a unique brand identity.

Appeal to emotion, not logic

Real conversion happens when emotions drive decisions, not just logic. Understand the emotional triggers that connect with your audience and make them more likely to pay for premium products and remain loyal to your brand.

Change belief, change identity

Changing people’s beliefs requires changing their identities. Help your audience see themselves differently in the world to influence their perceptions and behaviors. Tracksmith succeeded in changing the belief about running, creating a new “running class” of people who embraced the personal ritual of running.

Embrace tight cultures in loose places

Tight cultures, like finance and sports, are governed by strict norms, while loose cultures lack clear rules. Brands can create impact by bringing a tight culture to a loose place. Lesser Evil snacks and Ezekiel breads are prime examples of brands that succeeded with this approach.

Love or hate, but no indifference

Indifference kills a brand. Strive to evoke strong emotions in your audience, either love or hate. Marmite and Oatly successfully embraced this principle, resulting in devoted fans and a passionate community.

Shed biases to make room for innovation

Be aware of consumer biases in your category and create a brand that challenges them. Qualtrics’ shift from user data to experience management forced a new perspective on data usage, resulting in a successful acquisition.

Unveil the experience before conversion

Reveal the experience your brand offers upfront, rather than hiding it until after conversion. Airbnb’s “Belong Anywhere” messaging gave users a glimpse into their travel experience before they committed to booking.

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Claim value for your brand

Ensure that your brand receives proper credit for the value it delivers. Tell a compelling story around the user journey to demonstrate your brand’s role in creating value, which fosters loyalty and brand equity.

Place brand first, business second

Brand is more than just the look and tone of your marketing; it’s the guiding force for all business activities. Tesla, Apple, and Meta are prime examples of brands with a strong alignment between brand and business strategy.

Achieve brand singularity

Create brand singularity by aligning the company brand, CEO brand, and employer brand. Amazon has achieved this with its strong emphasis on efficiency throughout all aspects of the business.

Community as the first layer of brand

In premium spaces, community becomes the first layer of brand, fostering trust and engagement. Fly By Jing’s enthusiastic community has been instrumental in selling their premium-priced sauces and spice mixes.

Solve multiple problems with one solution

A strong brand strategy should solve multiple problems with a single solution. Architectural Digest’s rebrand successfully expanded its audience and offerings by solving multiple problems through a single positioning idea.

Embrace optimism as your secret weapon

Being optimistic about the future allows brand strategists to see unexpected benefits and opportunities. Optimism serves as a powerful tool for driving the brand forward and standing out in the present.

Let the work change you

Approach user research with empathy and openness, allowing insights to change your perspective. Understanding your audience on a deeper level is essential for successful branding and business decisions.


To achieve an incredible brand strategy, understanding your audience is key. These 14 rules provide a compass for questioning and investigating the deeper reasons behind consumer behavior, beliefs, and desires. Let these principles guide your brand towards a successful future, where your audience embraces your brand’s value and purpose.

Aishwarya Kapoor
Blog Writer

Passionate writer who loves diving into diverse subjects. Through my engaging content, I aim to inspire and captivate readers.

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