The brand strategy is the blueprint for a company's marketing. It is the foundation of an organization's marketing and communications. A good brand strategy will not only provide guidance for the company but also set expectations for its customers. In order to create a successful brand strategy, it is important to have clear goals in mind, to know your audience and understand their needs, and to be determined about your message. In this section you will learn about the vital components of a brand strategy and how they impact your business' success.