A brand strategy is a set of decisions that an organization makes to shape the way it presents itself to the world. The decisions made in a brand strategy will typically include what a company’s values are, what its target market is, and how it wants to be perceived. This section will discuss why it's important for companies to make these decisions and how they can go about making them. The first decision an organization needs to make when creating their brand strategy is what values their company stands for. This decision will be based on the company's overarching goals and objectives. It should also align with the company's mission statement, which lays out the purpose of the business and its vision for the future.