02 Apr 2018

Brand Strategy: Why is it important?

In the upcoming weeks, Encite International, will be posting content in a series on branding. As stated in a previous blog post, many companies reach out to local marketing agencies to assist them with their brand needs. But why? How important is brand strategy for company?

Brand strategy is the guiding light behind a company, it tells your customers who you are and what you do. This plan identifies long-term goals for your brand that coincides with the company’s character and personality to make it easily recognizable to potential customers. It’s all about perception and should be carried through to all facets of the company. When well executed, it connects with a customer’s needs & emotions and gives you an edge against your competitors. Contrary to popular belief, a brand is not just your logo, product, website… its much more complex and that’s why it is encouraged to consult with an interactive marketing agency.

There are so many components that follow a brand strategy, hence this series: Mission, Vision, Positioning, Perception, Voice, Promise, and Image. Each of these elements all should be reinforcing and creating a unified brand for the customers and clients to experience. All of these create a foundation for your marketing strategy and without a clear understanding of brand strategy, often times businesses’ can become scrambled and miss the mark while lacking cohesiveness when enticing customers and clients. By laying out a strategy, your business will save time and money in the long run by having your employees on the same page when developing marketing content and ensuring clear communication to their customers to gain market share.

Both internal and external players that make a company run (customers and employees) would much rather work with a respectable business that understands their purpose, differentiates itself from their competitors, and creates a brand that they would be proud to purchase. This is a key to the success of any company! This is the motivation behind purchases and the pride employees have in your organization.


Adam is a graduate of Colorado State University (bachelor’s degree in marketing), and he has experience on both the client and agency side of the marketing world. These experiences led him to come up with a unique, more efficient business model, which he’s incorporated into Encite Marketing. Adam sets the strategic direction for all Encite projects, developing integrated marketing campaigns that bring results. He takes a consultative approach with clients, educating them about how the process works, and keeping them in the loop about end goals, steps, and tasks.