Ep. 20 | What Is Brand Strategy? A Complete Breakdown for Online Business Owners

If you’ve found yourself wondering what exactly brand strategy even is beyond just a buzzword, you’re not alone. A lot of clients come to me saying they’ve heard about brand strategy or know they “should” have it, but they aren’t really sure what it means. So in this post I’m breaking it down.

Put simply, brand strategy is the foundation for everything you do in your business. It’s what you do, who you do it for, why you do it, how you show up, and what it’s like to work with you. It’s not your logo, your mood board, or your colors. It’s the deep, strategic work that comes before any visuals, and it shapes everything that follows.

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The 10 Core Elements of Brand Strategy

At Specht & Co., we walk our clients through 10 core elements that make up a strong brand strategy. Let’s explore what each one means and how it plays a role in building a brand that stands out and converts.

1. Purpose

Your purpose is your deeper why. The emotional driver behind your business. Yes, we’re all here to make money, but purpose answers the question, “Why this work?” It’s about the change you want to make in the world or the industry. Purpose adds meaning to what you do and builds a deeper emotional connection with your audience. If your brand feels like it’s missing heart or authenticity, chances are your purpose needs more clarity.

2. Mission

Unlike purpose, which is more emotional and aspirational, your mission is practical. It’s the specific thing you do to serve people. If purpose is the heart of your brand, mission is the hands what you’re tangibly doing day-to-day to help your ideal client. A strong mission keeps your messaging focused and helps your audience understand exactly what you’re here to do.

3. Vision

Vision is your brand’s long-term destination. It’s the future you’re working toward and helps guide strategic decisions as you grow. This is especially useful when you're planning new offers, hiring a team, or building momentum. Your vision also invites your audience and community to be part of something bigger than just a transaction.

4. Values

Your values shape how your business operates. They guide how you make decisions, how you treat people, and how your brand is perceived. Values shouldn’t be vague words on a website they need to show up in everything you do, from your client experience to your content. Strong brand values build trust, loyalty, and alignment with the right clients.

5. Ideal Client

Knowing your ideal client means more than listing their age or income. It’s about understanding what they want, what’s holding them back, how they make decisions, and what kind of support they need. This insight fuels every aspect of your business including your offers, messaging, pricing, and marketing. When your brand speaks directly to the right people, you don’t need to shout to be heard.

6. Competitor Analysis

Studying your competitors isn’t about comparison, it’s about strategy. What’s missing in your industry? Where can you stand out? By analyzing how others are positioning themselves, you can intentionally carve out space for your own unique voice, approach, and value. Done right, competitor analysis reveals gaps and opportunities, not insecurities.

7. Special Something (Unique Value Proposition)

Your special something is what makes you, well, you. It’s the distinct process, perspective, or personality trait that makes your brand memorable and your offers irresistible. This isn’t just a tagline or a gimmick. It’s the essence of your differentiation. When you own it and weave it through every aspect of your brand, you become the obvious choice for your dream clients.

8. Brand Story

Your brand story is how you got here and why it matters. Sharing your journey builds connection and relatability. People don’t buy from faceless businesses; they buy from people they know, like, and trust. Telling your story (strategically) creates emotional resonance and gives clients a reason to root for you and buy from you.

9. Brand Voice

Your brand voice is your personality in words. Whether you’re posting on social media, sending an email, or talking on a podcast, your voice should feel like you. Consistency is key here because it builds recognition and trust. Are you warm and witty? Direct and punchy? Soft and supportive? Defining your brand voice helps your message land with the right people.

10. Client Experience

This is where everything comes together. Client experience is the emotional and practical journey someone has from the moment they find your brand to the day you offboard them. It includes your communication style, boundaries, processes, and brand touchpoints. A thoughtful, strategic experience turns happy clients into loyal advocates and referral machines.

Signs Your Brand Strategy Might Need Some Work

If you’re reading this and wondering whether your brand strategy is really doing its job, here are some things to look for. You might have a strategy gap if:

• You’re not attracting the right leads—or any leads at all

• You never know what to post or how to talk about your offers

• You struggle to articulate your value or explain what makes you different

• You’ve outgrown your brand and keep rebranding because nothing feels right

• You’re pivoting or changing your business model and want to realign everything

These are more than marketing problems. They’re signals that your brand foundation may be misaligned—or missing entirely.

What It Looks Like When It’s Working

When your brand strategy is clear and dialed in, here’s what you’ll likely notice:

• Your messaging is clear and compelling, and it actually converts

• Selling your offers feels easier because they’re aligned and well-articulated

• Your visuals reflect your brand’s purpose and attract the right audience

• Content creation becomes quicker and more intentional

• Your confidence skyrockets—on sales calls, on social, and everywhere else

• Referrals increase because clients had a five-star experience

• You stop second-guessing yourself and start making decisions with ease

Everything just starts to click.

When to Invest in Brand Strategy

Not sure whether it’s time to revisit or build your brand strategy? Here are some clear signs that it might be the next right move:

• You’ve validated your offer, but growth has plateaued

• You’re ready to raise your prices but your brand doesn’t feel premium enough

• You’ve recently changed direction, audience, or your offer suite

• You feel like you’re playing small or hiding online

• You’re tired of winging it and want a clear roadmap

Whether you’re doing it DIY or with a pro, strategy is never a wasted investment.

How to Start (No Matter Your Budget)

At Specht & Co., we offer two main paths to help you build your brand strategy:

Option 1: DIY With the Stand Out Brand Foundations Workbook

This $29 workbook walks you through everything we do in our one-on-one sessions, step-by-step. It includes journaling prompts, templates, a brand values bank, client feedback questions, and more. Perfect if you want to go at your own pace and learn the ins and outs of brand strategy yourself.

Option 2: Book a Stand Out Brand Strategy Session

This is our 90-minute 1:1 intensive where I help you clarify your strategy live on a call. You’ll get a custom strategy guide, a Loom recap, and a personalized roadmap for what to do next. Investment: $997 (and you can apply that to a full design package if you move forward).

No matter which path you choose, starting with strategy will save you time, money, and stress down the road. It makes your design better, your marketing clearer, your offers stronger, and your entire business more aligned.

If you’ve ever felt like your brand isn’t quite “working” or you’re just not sure what to do next, I hope this breakdown has helped you understand what’s missing and how to fix it.

🔗 Links & Resources Mentioned In The Episode:

➡️ Follow me on Instagram @spechtand.co
➡️ Grab The Stand Out Brand Foundations Workbook
➡️ Book Your Stand Out Brand Strategy Session (use code SFBPOD for $100 off)

🎧 Listen to episode 20 of The Six Figure Brand Podcast on Spotify, Apple Podcasts, Amazon Music, and YouTube