Business Pitch Dictionary by pitch.dog
Brand foundations & identity · Core

Brand strategy

Also called: brand plan

ELI5

The choices defining what a brand stands for, whom it serves and how it should be perceived.

Used in conversation

“Can we show how brand strategy changes the audience’s experience, not just the language?”

Pitch context

You will see “Brand strategy” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches brand foundations & identity.

Why it matters: It helps a reader interpret brand foundations & identity without confusing the measure, decision, role or evidence being discussed.

Sources & evidence · 5

Direct term-level sources and supporting source families.