Your brand strategy is the long-term plan and framework you refer to in building a brand identity. This involves defining your target audience, positioning in the market, key messaging, and overall brand experience. Brand strategy is crucial for a company to define a clear direction and purpose and ensure a positive brand perception. By establishing a brand strategy early on, it will help build customer trust and loyalty and drive business growth. It serves as a foundation for making strategic decisions that support the brand's goals and objectives.