A brand, big or small, is competing with local and international brands in today's market. As a result, smaller brands often do not have the tools to fight the giants. On the other hand, even a smaller brand can be strong and impressive if the branding work is done successfully.

The purpose of a brand strategy is to set the direction for the brand and create impact with the desired target audience, whether they are consumers or business decision-makers. In many cases, both.

The three cornerstones of a successful brand strategy are:

• Understanding the competitive landscape and thereby differentiating yourself
• Positioning your own services
• Building and distributing the brand message in the right channels