The main goal of the Bain Group’s brand strategy is to let the world know that your brand exists, what purpose it has, and what defines it. Developing a branding strategy is the long-term plan to achieve a series of goals that ultimately result in earned brand equity by consumer preference in the marketplace. A successful brand strategy encompasses your brand's mission, your vision, and your promises made to customers, and how these facets are each communicated.

Brand strategy is not the sum of your logo, color palette, or website. Brand and creative strategy revolves around the intangible elements of a brand and is the foundation for smart creative outcomes.