Strategic Brand Management

You might feel the urge to tell everyone about your business, but have you considered how you want your story to be heard? Strategic brand management is the best way to go.

A consistent, branded message sets you apart from your competition, builds authority in the mind of your target audience, and crafts your position in the marketplace. A strong brand strategy is also the foundation of every successful communication plan.

Brand Management in Amsterdam

Strategic brand management is typically employed by companies to help their brands and products get global recognition. The term “strategic” entails that the process deals with long-term plans and assets of a brand, which will always include integrative and sustainable policies that assist a company to create, develop and manage its brand. It is a crucial element in the modern business world, not only for the reason that the brand is the trademark and face of any company, but also because in times of modern-day digital media it can be done so easily.

In essence, the process of identifying brand values and positioning them in such a way as to establish an effective marketing plan that is going to assist in the measurement of the brand’s performance. Strategic brand management is a long-term project that a company incorporates to develop and manage its brand.

Illustration for number 2, strategic brand management

What does this require?

It requires certain distinguished aspects to ensure that the branding strategy is done effectively.

It first requires undergoing the process of strategic planning in which the brand’s values are identified, understood, and aligned with the strategy moving forward. Secondly, the process will need to assess the brands positioning in relation to its position in the marketplace. Thirdly, it requires the implementation of brand marketing - selecting the elements that represent the brand (logos,slogans, etc) to be used by marketers. It is salient to make sure that you are crafting brand associations that are favorable to the customers and are unique enough to help your brand stand out. Fourth, this strategy must measure the performance of your brand.

This will help you understand the impact of your subsequent brand marketing decisions. Finally, it is necessary to include an appraisal of your brand from all angles - brand hierarchy, brand portfolio tools- in order to define your brand strategy.

Illustration for number 3, strategic branding in Amsterdam.

How does it work?

It works by choosing an appropriate strategy for the brand’s growth and the frequent updating of the strategy. This long-term sustainable policy makes it possible for a company to continuously add value to its products and services. It is basically a collection of techniques that aids the creation of a brand new and unique identity for an organisation by maintaining its essential brand character, quality and how they interact with customers.

This is important because it works in myriad ways - it can provide greater appeal and differentiation to a brand, enhance customer loyalty and retention; increases employee engagement and alignment; improves perceptions about product performance; decreases vulnerability to competitive marketing actions; accelerates trade cooperation and consumer response; and increases marketing communication effectiveness.

Illustration for number 3, strategic branding in Amsterdam.

Why is strategic branding important?

It helps your business and works in so many ways. Strategic brand management, when implemented properly can provide greater appeal and differentiation to your brand. More than that, it may even enhance your brand’s customer loyalty and retention, while also increasing your employee engagement and alignment because everyone is on the same page and understands the larger vision of the business.

It is also important because it improves public and private perceptions about your product or service performance, and minimizes the dangerous attacks and your brand’s vulnerability to competitive marketing actions. Strategic branding can also accelerate trade cooperation and consumer response, and ultimately increases marketing communication effectiveness. Strategic brand management not only helps boost the value of a product but also builds positive customer interactions that have a long lasting impact for your brand and its reputation. It is an integral aspect of marketing, utilizing images and key messaging to create novel brand affirmations.

At PRLab, our strategic brand management services help our clients refine their company’s proposition and position in the marketplace, determine their target audience, and craft a message that genuinley resonates with them. We know that this process is essentially about getting to the core of a brand’s values, mission, and vision while also identifying the critical unique purpose that builds a community of loyal customers or clients.

At PRLab, we offer our full support, experience and inspiration to revisit the essence of your brand’s message, and make sure your branding strategy is in line with your company’s overall vision and goals. A consistent, branded message is what sets you apart from your competition, builds authority in the mind of your target audience, and crafts your position in the marketplace. At PRLab, we know all too well, that a strong brand strategy is also the foundation of every successful communication plan. If you have one without the other, your message will never be heard.

Illustration for 6 of branding agency.

How do we achieve this?

We achieve our effective strategic branding in a few simple steps.

First, we do an audit on your brand, which includes a detailed analysis of your current identity and brand positioning strategy in the market seen with a pair of fresh eyes.

Then we initiate brand positioning workshops, where together, we bring your company’s mission, vision and values into one actionable strategy. Part of that strategy is redefining your audiences, so that you can communicate effectively, and know who you’re talking to and why.

We will help you develop your target audience and carve out your niche, so that your targeted messaging hits the bullseye and you can successfully grow your audience. PRLab also helps in the crafting of your brand manifesto, and finally we will bring alignment and consistency across all your brand communications.

A genuine partnership in which PRLab brings your brand into and across all of your business’s public relations 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 basic definition of a brand strategy is this: it is a plan made between you and your team to create, build, and shape your brand, including its overall style and image. But, it is not just the logo and recognition that comes with strategic branding, this type of strategy is also a part of the whole experience your customers enjoy from start to finish.

Your brand strategy is what your company stands for and what it represents. It is your company’s personality. It is all about how your company communicates about and within your industry and market. Your potential customers judge your business by this. Therefore, it is crucial to pay close attention to your brand positioning strategy.

Launching a new brand and continuously shaping its identity can be an overwhelming process. An agency can help you with strategic brand management and take a lot of weight off your shoulders. It is not easy for a business to continue developing their product and maintain their performance while also focused on managing its brand strategy.

A strategic branding agency can help in a multitude of ways - not only creating logos and illustrations, but also branding the communication style across all of the relevant media channels. A company has experience with multiple mediums and technologies to give your company the fresh perspective it needs. It has easily accessible resources with content marketers, social media strategists, SEO experts and graphic designers to give you the freedom of continuing to develop your product and services.

Obviously, a strategy used by startups is always going to be different compared to that of a huge corporation. At its core, startups undertaking strategic branding are focusing and establishing and building upon 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?

Branding for startups is very unique, but the basics are this - website design and fashioning the brand’s tone, defining the purpose of the brand, giving it its visual identity, a solid voice, harnessing social media, and ultimately thinking outside of the box and being creative.

It is absolutely critical for any business, and especially a startup to include a brand strategy into their early plans. Why? A brand strategy succinctly sums up why your business exists beyond making money - which is crucial to help your brand stand out from the rest of the pack in your industry.

A well developed branding strategy will help your company, especially at the startup stage to define what it is that makes your brand what it is, and what sets it apart from the competition and how you want your potential customers to perceive it.