Brand strategy & brand purpose
A strong brand strategy starts with 1 question: why should people care about your brand? Many brands know what they sell. Fewer can answer that question. At June20, we help you find the answer and turn it into direction for every decision. Your brand becomes something people feel and remember.
What is brand strategy?
Brand strategy is the long term plan that defines who your brand is, who it is for and why it matters. It covers your purpose, values, audience and goals. You will also hear the term branding strategy. A branding strategy is more than a logo or a slogan. It is the thinking behind them.
At June20, we see branding and strategy as inseparable. Strategy sets the direction. Branding makes those words visible at every touchpoint. We start with research, a brand audit and a look at your competitors. Then we define the strategic pillars of your brand. Once you approve them, we turn them into design drivers. These are keywords that guide every touchpoint, from your website to your packaging.
Why does this matter? A clear brand strategy helps you stand out from competitors, build customer loyalty and grow your business. It also keeps your team aligned. Marketing, sales and HR tell the same story. You decide faster and better, because the direction is already set and always serves as your anchor.
Our approach: the building blocks of a strong brand strategy
A strong brand strategy has 5 building blocks. We work through them with your team, step by step. Each block feeds the next one.
Why choose June20 as your brand strategy agency
Brand strategy consulting at June20 does not end with a presentation. We stay with you until the strategy lives in your brand. As a brand strategy agency, we bring strategy and creativity together. The same team that defines your brand strategy also designs your identity and communication. Nothing gets lost in translation.
Call us a brand consultancy if you like. We are small enough to care and big enough to make it happen. Our philosophy is Engineering Emotions: touching people moves them to act, and that grows your business. You get a partner who thinks along and gets things done.
Our way of working & approach
We work with our Engineering Emotions method. It is human centred and iterative. It bridges strategy, technology and creativity, in 3 phases.
- Define: we use customer data, market insights and consumer psychology to understand behaviour and define the right challenges.
- Design: we shape your strategy into concepts and test them with the people they are meant for.
- Deliver: we roll your strategy out, measure it and keep improving it at every touchpoint.
A brand strategy is never finished. Markets and audiences change. So we help you keep your strategy alive after the launch, and we keep an eye on your competitors with you.
A few examples of our strategic work
Here is how strategy shows up in real brands.
- FloorHouse: we transformed a flooring warehouse into a strong brand. We started with market research and a branding analysis, refined the positioning and built the strategy around 3 principles: quality, accessibility and beauty.
- Etex: this Belgian building materials group works in 45 countries, and we have been its partner since 2012. After research and workshops, we linked its brand purpose to the tagline Inspiring Ways of Living.
Frequently asked questions
What is the difference between brand strategy and brand purpose?
Brand purpose is 1 part of your brand strategy. It explains why your brand exists. Your brand strategy goes further and adds values, audience, positioning, goals and architecture.
What is brand purpose and why does it matter?
Brand purpose is the reason your brand exists beyond making a profit. It matters because it guides decisions and gives people a reason to choose you. It also gives your team something to rally around.
What is brand architecture and which types exist?
Brand architecture is the structure that shows how your brands, products and services relate. The main types are 1 master brand for everything, a master brand with endorsed brands, and a house of separate brands. The right choice depends on how different your offerings are.
How long does a brand strategy process take?
That depends on the size of your organisation and the scope. A single brand needs less time than a group with several brands. After an intake conversation, we agree on a clear plan and timeline with you.
Do you also develop brand strategies for existing brands (rebranding), or only for new brands?
We do both. For existing brands, we start with a brand audit and research to see what works and what holds you back. Then we sharpen or rebuild the strategy.
Start your brand strategy journey
Ready to give your brand a direction people believe in? Tell us where your brand stands today. We listen first, then we shape the next step together.