Brand Strategy Isn’t Just a Buzzword: How to Actually Use It to Grow Your Business

Let’s be honest, brand strategy is one of those terms that gets thrown around in every other Instagram caption and LinkedIn post. But if you’ve ever found yourself nodding along like, “Yep, that sounds important… but what the heck does it actually mean for me? ”You’re not alone.

Brand strategy isn’t fluff. It’s the behind-the-scenes roadmap that keeps your marketing from feeling like a game of darts in the dark. It helps you show up with clarity, attract the right people (the ones who get you), and build a business that feels aligned and profitable.

Think of it like your business GPS, without it, you’re stuck circling the block. With it, you actually know where you’re headed and you can enjoy the ride.

So let’s talk about how you can stop treating brand strategy like a buzzword and actually use it to grow your business. Here are 5 ways to do it, with examples for creators, coaches, and entrepreneurs.

1. Get Crystal Clear on Your Message

Your message is more than your elevator pitch, it’s the heartbeat of your brand. A strong brand strategy gives you the language to say what you do in a way that actually lands.

Example: Instead of a coach saying, “I help women with career changes,” imagine hearing, “I help ambitious women leave unfulfilling jobs and create careers that light them up, without burning out.” One version sounds generic, the other makes you think, “Where do I sign up?” Write down three versions of your core message: one sentence, one paragraph, and one casual Instagram-story-style version. That way you’ll always have the right words for the right moment. 

2. Create Content That Feels Aligned (Not Random)

Without strategy, content can feel like throwing spaghetti at the wall, sometimes it sticks, sometimes it doesn’t. With a brand strategy, every post, podcast, or email builds toward a bigger picture.

Example: A YouTube creator who values simplicity and creativity can weave those values into every video – whether it’s a tutorial, a storytime, or a behind-the-scenes vlog. The result? A channel that feels cohesive and binge-worthy instead of scattered.Pro tip: Before posting, ask yourself: “Does this reflect my values and move me closer to my goals?” If it doesn’t, tweak it or save it for later.

3. Let Strategy Shape What You Sell

Your brand isn’t just about how you market, it’s also about what you offer. Strategy helps you design products and services that make sense for your people and your brand. For instance, an entrepreneur whose brand values revolve around community might lean into creating a membership space. Meanwhile, someone whose strategy is rooted in personal transformation may focus on 1:1 premium coaching. Both are right, it just depends on the brand.I always recommend reviewing your offers and ask: “Do these reflect my values and solve my audience’s real needs?” If not, it might be time to refine.

4. Build Trust Through Consistency

People trust what feels familiar. When your visuals, tone, and message all align, your audience knows exactly what to expect from you and they’ll keep coming back. If your Instagram feels playful and approachable, but your emails sound like a corporate HR manual, your audience will be confused. Strategy ensures you sound and feel like you across the board. Pick 3-4 brand personality words (like bold, warm, or witty) and check everything you publish against them. If it doesn’t vibe, it’s out.

5. Use Strategy to Build Connection (Not Just Sales)

The biggest misconception? That brand strategy is only about making more money. Sure, sales are great but the real win is building connections. When people feel seen, understood, and supported, the sales happen naturally. A wellness entrepreneur who shares personal stories about burnout and healing builds a deeper connection than someone who only posts polished product shots. That connection creates loyalty and loyalty drives sales. Share stories, not just solutions. People buy from humans, not highlight reels.

Ready to Work Smarter, Not Harder?

If this all sounds amazing but also a little overwhelming, I’ve got something for you. My Work Smarter, Not Harder Guide will help you cut through the noise, refocus your priorities, and get back into your business with clarity and ease. Sign up here to grab your free guide.

If you’re ready to stop winging it and start marketing with confidence, clarity, and an actual plan that works, check out my Master Your Marketing Course. It’s where strategy meets practical tools, templates, and support, so you can finally feel like you’re running your business (instead of your business running you).

Brand strategy isn’t about being perfect, it’s about being intentional. When you know who you are, who you serve, and how you want to show up, your marketing shifts from stressful to powerful. And that’s when the real magic happens.If you want to work together – Sometimes all it takes is 90 minutes of focused support to move from “I don’t know what’s working” to “Ohhh, this makes sense now.” In our Marketing Advisory session, we’ll dig into what’s really holding you back, and I’ll give you clear, doable steps you can take right away. Book your session marketing 1:1 session here ( with me Nikki ) I can’t wait to dive in with you.