Your brand can be summed up by how your customers perceive you as a company, product, or service. Your brand strategy should therefore guide every way in which you communicate and interact with your customers.
The obvious reason is that a brand helps distinguish you from your competition and makes you more recognizable to customers.
Your brand strategy also dictates your marketing strategy. It provides a clear purpose for why you are engaging customers and how you are doing so.
Having a cohesive brand strategy helps you communicate with your customers more clearly. The more consistent your messaging, the more likely you are to attract and maintain loyal customers.
Not only does it provide consistency for your customers, but it provides focus for employees. A clear brand vision helps make sure everyone is working towards the same objectives.
And finally, a strong brand can help attract high caliber talent.