Brand Strategy for Business

Brand Strategy, Management and Advice for Business by Reputation Australia

“Your brand is what other people say about you when you’re not in the room.”
– Jeff Bezos, founder of

Even if brand strategy is broadly recognised in the business world, “Brand” as a concept and “Brand Strategy” are sometimes misunderstood.  Brand can be underappreciated and very often under-utilised.  Some people think of it is just  as a logo but in fact, brand management goes much deeper and covers the “total brand experience”.

When brand comes up in a meeting, it often means different things to different people. You might have been in a meeting and listened to people talk about brands, only to think they are speaking some foreign language with a bad accent.

There are problems with failing to appreciate the language of brand management, because it can reduce an organisation’s ability to get the most out of their valuable brands.

Our Brand Specialists collaborate with businesses of all sizes at management and even board level to develop a strategy built on collaboration with stakeholders.  The result is a branding program that audiences can believe in.

Strategy services are designed to motivate audiences to stay loyal to a company’s goods and services long after they first encounter it.

Our services include:​

  • Brand Auditing & Research
  • Brand Positioning & Messaging
  • Brand Naming
  • Brand Architecture
  • Tone of Voice & Personality
  • Market Segmentation
  • Community Activation
  • Creative Strategy

If you would like an initial conversation about your brand – where it is now and where you want it to go – contact us to arrange an obligation-free discussion.

A brand strategy, be it for a specific product or service on one hand, or a corporate brand strategy on the other, should be about the personality of the brand – even its behaviour – as if it was a real person.  Brands are developed to communicate a feeling to real people and invite them to respond in a particular way.

Successful brands make emotional connections with the people they serve. A successful brand strategy defines and informs the total behaviour of the brand: what it stands for, its values, what it does, the places where it appears and much more.

The emotional side of the brand reflects the culture of the organisation.  It also addresses the values of consumers who buy or use it.  In the business world, this critical detail is occasionally overlooked and it can make a big difference to the competitiveness of the company.

Brands come to life where consumers encounter it.  We call these touchpoints and they might include a design for a product or service, visuals such as what consumers see in a logo or an online presence.  It might be written communication, advertising, events, and in particular, customer service and the overall experience of the brand before, during and after purchase.

And it is not just for big companies or government services.  One of the most important ways that a not-for-profit organisation  or a small business can boost performance is to develop a strong brand strategy.  A distinctive brand personality can contribute a great deal by raising visibility among key stakeholders such as clients, donors, partners, government, its own people and the public at large.

Reputation Australia‘s  Brand Strategy consultancy team is led by Cameron McDiven, a visual communicator who builds profitable brands that make a difference.  He assists organisations to remain relevant and sustainable in a rapidly changing world.

If you would like an initial conversation about your brand – where it is now and where you want it to go – contact us to arrange an obligation-free discussion.