Do you really need a brand strategy for your Birmingham business?

Birmingham | Branding

Brand strategy… It’s all a bit woo-woo, isn’t it?

Well, not the logo bit, that’s ok. Everyone knows you need a logo. 

But a “brand identity” and “brand strategy”, that bit’s all just made up; an excuse for agencies to charge thousands for writing a bit of fluffy text and choosing a few colours for your website. 

Right?

Wrong. 

Your brand is more than just your logo. It’s how people feel when they come across your business. It’s the reason they choose you over someone else. And without a clear strategy behind it, even the best-looking brand can fall flat.

Not convinced? Read on to find out why investing in developing a robust brand strategy may lead to better business results. 

What is a brand strategy?

Let’s start with a definition. A brand strategy is basically your business’s plan for how you present yourself to your clients, not just visually, but emotionally and practically too. 

It’s the foundation that helps you speak consistently, connect with the right people, and build trust over time. It’s not just about colours and logos (though those matter too), it’s about knowing who you are, what you stand for, and how to communicate that clearly. 

Without a strategy, it’s easy to look and sound like everyone else. With one, you’ve got direction, confidence, and a brand that actually means something to the people you’re trying to reach.

What’s included in a brand strategy?

A good brand strategy pulls together all the bits that make your business feel clear, confident and consistent. That includes things like:

• Your brand purpose (why you exist), 
• Your values (what you stand for),
• Your tone of voice (how you sound).
• Your ideal client, the target audience you’re really trying to connect with,
• How you want your ideal client to feel when they come across your brand. 

Then there’s the more practical stuff: 

• Messaging (what you say and how you say it). These are the words and phrases you use to explain what you do, who you help, and why it matters.)
• Positioning (how your business fits in the market and how you stand out). It’s about finding your unique space in a crowded world of competitors. Are you the friendly expert? The premium choice? The one who makes it simple?
• Visual identity (colours, fonts, design).
• Content ideas that all work together to tell the same story. 

A brand strategy is your brand’s guiding principles; something you can keep coming back to as your business grows.

A Birmingham-based example

If you’re still not convinced, let’s consider the brand strategy of a very well-known Birmingham-based company: Cadbury.

Think about it, when you see that iconic purple wrapper, what comes to mind? 

Comfort. Nostalgia. Quality. 

Maybe even a little indulgence. 

That’s no accident. 

It’s the result of years of intentional brand strategy. From the tone of their adverts (“glass and a half of joy”) to the emotional storytelling and consistent colour palette, everything is carefully crafted to make Cadbury instantly recognisable and emotionally resonant.

Now, obviously your business isn’t a global chocolate empire (sorry!), but the principle is the same. Cadbury doesn’t just sell chocolate. They sell feeling. They’ve built trust over decades by being consistent and clear about who they are. And you can do the same in your own space.

A strong brand strategy gives even the smallest business the confidence and clarity to show up with purpose, and to stick in people’s minds for all the right reasons.

The impact of a strong brand strategy

A strong brand identity isn’t just about looking good, it actually helps your business perform better. When your branding is clear, consistent and aligned with what your ideal customers care about, it builds trust, boosts recognition, and drives sales. 

Still not sure it’s worth the investment? Let the numbers do the talking:

• Increased Revenue: Research from McKinsey & Company shows that companies with strong brands outperform others in terms of revenue and market share.
• Cost savings. Consistent branding can reduce marketing costs by as much as 30%. Because when your message and visuals are aligned, you’re not reinventing the wheel every time.
• Market Differentiation: A clear brand strategy helps distinguish your business from competitors, making it easier for customers to choose you over others. 64% of consumers say shared values are the main reason they build a relationship with a brand. So, explain your brand values and increase the chance of swaying wavering prospects to your camp. 

What is more, when talking to clients/consumers, it’s interesting to see how the numbers support the development of a robust brand strategy. 

81% of consumers say they need to trust a brand before making a purchase, so making sure you’re sending plenty of signals that demonstrate your competency and trustworthiness is essential. Old-fashioned logos, inconsistent font use and garish colours don’t exactly scream “trust me with your money”. 

In the world of B2B, where it can take a long time to establish trust, ensuring you remove any stumbling blocks towards building that relationship is essential. It takes 5 to 7 impressions for someone to remember your brand. Making sure that the visuals and messaging are consistent across all those touchpoints will ensure a better chance of success. 

In other words? Branding isn’t just a “nice to have”; it’s a growth tool. 

And for small and mid-sized service-based businesses trying to compete in a noisy world, a strong brand identity can be the thing that helps you break through and be remembered.

When should you develop or revise your brand strategy?

There’s no single “right time” to work on your brand strategy, but there are some clear signs that it’s worth taking a step back and doing the work.

If you’re a solo entrepreneur, you might find that you’ve become so close to your business that it’s hard to explain what you do in a clear, confident way. You know it inside out, but struggle to articulate it externally. That’s usually a sign it’s time to pause and get some outside perspective, not to change who you are, but to bring clarity to it.

For SMEs without in-house marketing or brand specialists, a brand strategy is essential. Without one, it’s all too easy for your messaging, visuals, and tone of voice to become inconsistent over time, especially if different people are handling different bits. If things feel a bit muddled, a strategic refresh can realign your team and your marketing.

You should also consider reviewing your brand strategy when:

• You’re pivoting or expanding into a new service area.
• You’re planning a website redesign or rebrand.
• You’ve grown, and your current brand no longer reflects who you are.
• You feel like your marketing is fine, but not memorable; you’re blending in, not standing out.

It’s also wise to revisit your brand strategy every few years as your business evolves. What worked when you launched might not reflect where you are now, and that’s okay. Brands grow, just like people.

Ultimately, if you’ve got that niggling feeling that things don’t quite hang together anymore, your messaging, your visuals, your voice, then that’s your sign. A clear brand strategy brings cohesion, confidence, and clarity, helping everything else (from your marketing to your website) work harder for you.

How to build a brand strategy

If you’re not sure where to start with brand strategy, you’re not alone, and the good news is, you don’t need to dive in blind. 

Our free Brand Identity Workbook is a great first step. 

Whether you’re a Birmingham startup figuring out your direction or an established West Midlands business ready for a refresh, the workbook walks you through the key elements of building a strong, consistent brand identity. 

You can work through it solo or use it to run a mini brand workshop with your team. It includes practical exercises, facilitator notes, and warm-up activities, everything you need to start shaping a brand that actually feels like you.

Download it here. 

Introducing the Know Workshop by Twogether Digital

And for those who are interested in really unpacking what makes them special, we offer the Know Workshop, designed to help you:

• Define Your Unique Selling Propositions (USPs): Identify what sets your business apart.
  
• Clarify Your Brand Values: Establish the principles that guide your business decisions.
  
• Understand Your Target Audience: Gain insights into who your customers are and what they value.
  
• Develop a Consistent Tone of Voice: Ensure your messaging aligns across all platforms.
  
• Analyse Competitors: Learn from others in your industry to position your brand effectively.
  

Our workshop is tailored to provide clarity and direction, helping you build a brand that truly represents your business and appeals to your desired clientele.

Real results from real businesses

One of our clients shared their experience at our Know Workshop:

“Since I’ve had my branding workshop and got my contact strategy to move my business forward, I’ve had a huge impact on my business. One, I’m getting more traffic, more people are visiting, on a daily basis as well.”

“I’m also getting more enquiries… from customers that I actually want. That’s another thing I learned about – targeting the right audience, who are the customers that I actually want for my business.”

“I’m a lot clearer on where my business is going. I understand about my purpose, my vision, my mission and things like that. I know where I’m going.”

Take the next step

If you’re ready to elevate your Birmingham business with a strong brand strategy, the Know Workshop is your starting point. Let’s work together to define your brand and set your business on a path to sustained growth.

Learn more about the Know Workshop