Strategic Brand Management

How do you stand out in a crowded market? Through long term planning, you can foster an identity that your consumers align with and believe in. By identifying core values, our PR experts can craft a unique position for you in your industry; setting you apart from your competition and building authority in the mind of your target audience. A strong brand strategy lies at the foundation of every successful PR campaign.

Brand Strategy and Positioning

Strategic brand management is recognising the importance of having a unique brand, and using methods to communicate the value and identity of this brand. This involves creating integrative and sustainable policies that develop a brands image and strive towards national and global recognition.

It is a crucial element for any modern business, for with the prominence of digital media it is easy to get your brand out there and begin to shape its perception in the public eye. By integrating this long term strategy into your marketing plan you are making a long-lasting investment in your company. It involves aligning your goals and processes with consistent core values and purpose, so over time it becomes well recognised and is seen as a trustworthy brand with strong buying power.

Illustration for number 2, strategic brand management

What does this require?

To successfully manage your brand it is important that you first identify, understand and align your brand’s values and purpose. It is also necessary to assess the brand’s position in relation to where it is situated in the marketplace, as it is essential to understand the needs of your consumers.

It requires carefully considering the elements that represent the brand and crafting these in a way that creates the associations you desire. This means designing logos, slogans, websites and the rest of your content in a way that is unique to your brand and that communicates this unique value effectively. Strategic brand management also requires you to be constantly analyzing and optimizing brand performance. It is an ongoing process that ensures all aspects of your brand and company are consistent, from your positioning, to your online marketing materials to the customer experience.

Illustration for number 3, strategic branding in Amsterdam.

How does it work?

By developing a strategy that appropriately reflects your unique identity, strategic brand management works as a long-term, sustainable policy that seeks to continually add value to your products and services.

While it may not be focused on increasing direct sales, by using this strategy to give your brand character and communicate its essential qualities and values your business can unlock a myriad of benefits. It can provide differentiation and appeal over other brands and enhance customer loyalty and retention. It increases employee engagement through alignment with your values, improves perception about product performance, decreases vulnerability to competitive marketing actions, accelerates trade cooperation and consumer response, and increases the effectiveness of your marketing communication.

Illustration for number 3, strategic branding in Amsterdam.

Why is strategic branding important?

Strategic brand management is important because it allows you to communicate the key values of your brand. It is an integral aspect of marketing, utilizing images and key messaging to create novel brand affirmations. This effective communication means you can differentiate your business and provide greater appeal for your target audience.

Your customers can connect with your values and through increased loyalty become brand advocates. Improving public and private perceptions of your brand’s performance reduces your vulnerability to competitive marketing actions while simultaneously increasing the value of your products.

A brand with a clear purpose also benefits the internal workings of your company, as your employees can align themselves with your vision, and have increased engagement as they work towards an understood goal. This can lead to increased positive customer interactions that will have a long lasting impact on your brand and its reputation.

At PRLab our services help our clients refine their brand’s values and position in the marketplace to determine their target audience and create a message that genuinely resonates with them. You can trust us because we work closely with you to get to the core of your values, mission, and vision while also identifying your critical unique purpose that builds a community of loyal customers and clients. Check out our case studies and previous clients to see our extensive experience in aligning strategy with the essence of your brand’s message.

Our integrated PR approach means that we can help set you apart form your competition, build authority in the mind of your target audience and craft you a unique position in your industry. This is done not just through strategic brand management, but in close association with our other departments, ensuring all your content and communication plans are consistent with your brand.

Illustration for 6 of branding agency.

How do we achieve this?

We help you to build a successful brand through a few simple steps. Firstly we complete an in-depth audit of your brand, creating a detailed analysis of your current identity and position in your industry.

We then bring together your company’s mission, vision and values into one actionable strategy. We work with you redefine your audiences, helping you to understand who you’re talking to, and why and how you should be engaging in a conversation with them. By having effective communication you can develop your target audience and carve out your niche.

With your target audience understood and your market position clear, in the final step PRLab will help you develop your brand manifesto, bringing alignment and consistency to all of your brand communications. By working with PRLab you are entering a genuine partnership where we put the core values of your brand into all of your business’s PR and communications strategies.

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Case Studies

Strategic Branding Agency in Amsterdam, Case Study.

Framework Studio

Interior Architecture and Design Studio

Office App logo. Content marketing for startup client.

In 2019, after their recent expansion into France and Ibiza, Framework Studio were facing a disconnect between their current image, and the one they wanted to project. They reached out to PRLab to achieve the right presence in other cities and brand recognition in the design industry.


The definition of a brand is the way a company, organization or individual is perceived by those who experience it. Brand strategy is a plan to build and shape this perception in the of your consumers, creating a lasting impression in their minds.

It is not just the design of logo and illustrations of your brand that you consider. This strategy considers the values and personality of your brand against the market you exist in. This is so you can understand the needs of your target audience, and communicate with them effectively, sharing the value of your brand and insights into your industry.

Building an identity for a brand is a continuous process and requires consideration of every aspect of your communications to be done effectively. It is not easy for a business to continue developing its product and maintaining its performance while also focused on managing its brand strategy.

Working with a brand strategy agency such as PRLab will help you in a multitude of ways. Not only can we assist with the creation of logos and other branding assets, but with all your content creation across all your relevant media channels, meaning that your brand’s image is consistently communicated to and appreciated by your consumers. With our integrated team of content marketers, social media strategists, SEO experts and graphic designers building and monitoring your brand awareness and authority, you are free to focus on developing your products and services.

The strategies used by startups are different from those of established corporations. These strategies will be informed by four different pillars. What does your product do and how does it help your customers? What do your customers need and how will you provide it? What are the values that others see in your product? And what are the words and images associated with your startup?

Although startups may have fewer resources to invest in branding strategy, by considering these questions you can begin to define the purpose of the brand, give it a visual identity, a solid voice and by harnessing social media carve out your unique position in your market. The advantage of being a startup is that you are free to think outside the box and be creative when establishing yourself.

It is essential for any business, particularly startups to incorporate brand strategy into their plans. By developing a strong brand you are giving it a reason to exist beyond making money, as people will align themselves your values and you can position yourself as a leader in your industry who consumers will trust. As a startup, by defining your brand in the early stage you can quickly identify your target audience and build your company into an engaging experience that will be enjoyed by all those who consume it, growing loyalty from the start of your journey.