A brand strategy is a plan of action that outlines how a company will achieve its desired position in the marketplace. A brand strategy typically encompasses a variety of factors, from brand positioning and identity, to messaging and communication, to product development and marketing. It is an essential element in the development of a successful brand and can help a company differentiate itself from competitors and create a lasting impact with customers. A well-executed brand strategy can help a company build an emotional connection with its customers, create a unique identity, and increase sales.