Why Brand Strategy Matters More Than Ever.
Walk down any supermarket aisle or scroll through social media and small, founder-led brands with fun, modern branding are everywhere. The problem? They’re starting to blur into one another and consumers are struggling with brand recognition.
It’s not that founders, creative agencies, and social media managers lack passion or creativity. Quite the opposite. But many skip one crucial step: defining a brand strategy.
Without it, marketing becomes a series of disconnected activities - product launches, packaging tweaks, and social media comms that look and sound great but don’t always build meaning.
As Marty Neumeier said:
“Branding is the process of connecting good strategy with good creativity.”
And that’s the part so many fast-growing food and drink brands are missing.
The wake-up call for brands
Here’s the reality: even though over half (51.8%) of supermarket sales are branded products, own label is growing three times faster (Source: The Grocer, Focus On Own Label, June 2025).
Retailers have invested heavily in the quality and innovation of their private-label ranges and shoppers, facing rising costs, are more willing than ever to switch.
So, what does that mean for brands?
It means that the power dynamic has shifted.
Shoppers no longer buy into you just because you’re a brand. You have to stand for something beyond your logo or product lineup.
That’s where brand strategy comes in. It’s what turns your brand from replaceable to irreplaceable.
Wait… another strategy?
I can almost hear the collective sigh “Not another strategy!”
I get it. The word gets thrown around far too much (check out more about this in Strategy vs Tactics).
You’ve already got a business strategy. Maybe a marketing strategy. Possibly even a digital strategy. So why on earth do you need a brand one too?
Here’s the difference:
Your business strategy is about where you’re going commercially.
Your marketing strategy is about how you’ll reach people.
Your brand strategy sits in between — it’s about the meaning behind what you do and how that meaning connects everything else together.
In practice, brand strategy is the intersection of business goals + insight into people + creative expression + execution.
Without it, you risk launching products or running campaigns that look great but don’t move the needle — because they’re not anchored in who you are or what you stand for.
So what does a Brand Strategy actually do?
Think of it as the framework that drives every marketing decision. It defines your purpose, positioning and audience. it is the foundation for your marketing mix (or the 4P’s - Product, Price, Place and Promotion).
It helps you:
Stay consistent even as you grow or launch new lines.
Build emotional connection, not just awareness.
Align your team, your investors, and your retail partners.
Turn what you believe in into something people can buy into.
In short - it gives your brand direction and discipline.
The building blocks of a strong brand strategy
While every business is unique, the same core foundations always apply:
Purpose & Vision – why you exist and what future you’re trying to create.
Audience Insight – who you serve and what truly drives their choices.
Positioning – the clear, ownable space you occupy in their mind (and on shelf).
Personality & Voice – how you sound, behave, and build recognition.
Consistency – ensuring every touchpoint reinforces the same story.
These aren’t abstract — they’re the decisions that make your marketing work harder, not just look better.
Strategy that feels useful, not theoretical
A good brand strategy shouldn’t live in a PowerPoint deck.
It should live in your packaging decisions, your sales pitch, your social captions, your trade-show conversations.
It’s what gives you the confidence to say no to things that don’t fit, and double down on the things that do.
It’s not more work - it’s the work that makes everything else easier.
The bottom line
In a world where brands are fighting harder than ever to stand out, clarity wins.
A strong brand strategy gives you focus, alignment and credibility, it helps your brand grow with purpose, not just momentum.
I help food and drink founders go from gut feel to grounded insight, if you’re ready to stop blending in and start standing for something, let’s talk.