THE CRUCIAL QUESTION In other words, why should a prospective customer pick you over your competitors? What do you provide that they need but can't get anywhere else? ENTER BRAND STRATEGY It's a plan defining what people need to say about your business in order for your to achieve a long-term business goal. It aligns what your business alone can provide with what your target customers want to receive, informing every single marketing decision you make: * Logo design. * Brand colour(s). * Tagline/Slogan. * Brand personality. * Brand values. * Even your font.