Brand Strategy


What is Brand Strategy?

Brand Strategy is a long-term, forward-looking approach to planning with the fundamental goal of achieving a sustainable competitive advantage.


CPM's brand strategy is a process of planning, developing, implementing and executing maneuvers to obtain a competitive edge in your industry. Our strategy allows us to create a tactical plan that ties into your brands long-term strategy. 

Strategic Planning

is a process and because of this we understand it has inputs, activities, outputs and outcomes. This process, like all processes, has constraints. It may be formal or informal and is typically iterative, with feedback loops throughout the process. Some elements of the process may be continous and others may be executed as discrete projects with a definitive start and end during a period. Strategic planning provides inputs for strategic thinking, which guides the actual strategy formation. Those inputs then become activities that create an output and determine our outcome.

Tactical Planning

we take your brands strategic plan and sets forth specific short-term actions and plans, usually by brand product, department or function. The tactical planning horizon is shorter than the strategic plan horizon. If the strategic plan is for 5 years, tactical plan might be for a period of one to three years, even less, depending on what kind of market the business serves and the pace of change.


The action of determining actions to achieve brand goals, and mobilizing resources to implement and execute effective actions in a timely matter. Our strategy describes how to effectively manuver to achieve your brands goals, with the resources we recommend based off the research conducted we formulate the best strategy for your brand's success.

Why Brand Strategy?

This process is necessary to outline and simplify a direct timeline of your brands objectives and how to achieve them. Our well-defined and executed brand strategy affects all aspects of your business and is directly connected to the consumer needs, emotions, and competitive environments. 

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1. Confident Planning

The planning phase is the most important as it analyzes internal strengths and weaknesses, external competition, changes in technology, industry culture shifts and provides an overall picture of the state of the organization. This phase has four key components that will provide a clear diagram of where your company is and what it is doing. SWOT Analysis – Defines the strengths, weaknesses, opportunities and threats of your business and reveal your brands position in respect to the market. To maximizes strengths and minimize weaknesses an organization must perform the following:

  • Competitor Analysis
  • Strategic Positioning Review
  • Brand Review
  • Web Presence Review
  • Search Engine Optimization Analysis

3. Wise Implementation

The implementation phase is the action portion of the process. If the firm cannot carry out the plan that was determined in the early stages, then the hours spent planning were wasted. However, if the planning was adequately and competently structured, then the program can be put into effect through a sales forecast and a budget, using the following four components.

  • Obtaining Resources
  • Designing marketing organization
  • Developing planning schedules
  • Executing the marketing plan

4. Trusted Results

The evaluation phase is the checking phase. This process involves ensuring that the results of the program are in line with the goals set. The marketing team, especially the manager will need to observe any deviations in the plan and quickly correct negative deviations to get back on course; for example fluctuations of the dollar creates a lesser need for the product than in the past, then the production of said product should be repurposed for a new more desired item. And they should exploit the positive divergences as well, for example if sales are better than predicted for certain products then there could be more resources allocated to greater production or distribution of the same item. A few ways to evaluate the effectiveness of your marketing strategy include paying attention to:

  • Strategy versus tactic
  • Measurable versus vague
  • Actionable versus Contingent

2. Creative Development

Once all of the analysis's are complete the results should be used as a basis for developing the company’s marketing plan, which should be measurable and attainable. Marketing program – Once the needs of the customers have been determined, and the decisions have been made about which products will satisfy those needs, a marketing program or mix must be developed. This marketing program is the how aspect of the planning phase, which focuses on the 4Ps and the budget needed for each element of the mix.

  • Set marketing and product goals
  • Find points of difference
  • Position the product
  • Select target markets
Market-Product focus and Goal Setting – Once the questions of where the company stands and what it wants to achieve are answered, the next step in the planning process is determining where the resources will be allocated, and how to turn plans into focused action. To do this, customers should be divided into segments to determine what specific marketing technique will reach each targeted group and what each group needs. Next measurable goals should be set to get the needed products to the various groups, thus fulfilling the marketing objectives. For example, if customers are divided into groups of common needs it’s easier to market them and provide what they have proven to need at the time. And as well, if customers are grouped by their common response to marketing, then the cooperation will know the right decisions to make to reach that specific market segment.
  • Price Strategy
  • Place (Distribution) Strategy
  • Promotion Strategy
  • Product Strategy

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