Brand Strategy

Your brand is a valuable asset — make sure it’s backed by a solid plan.

At Herron, we get to the heart of who you are — uncovering the purpose, positioning, and direction that drive your brand forward.

The result? A clear strategy for growth, ensuring every brand decision supports long-term business growth.

A well-defined brand strategy can drive revenue growth of 10–20%.

Harvard Business Review

Companies unifying creativity, analytics, and purpose as a growth strategy achieved an average revenue growth of 2.7 times more than their peers.

McKinsey

77% of purchase influencers consider brand awareness when deciding whether to trust an organisation.

Forrester’s Business Trust Survey, 2023

What is a Brand Strategy?

A brand strategy is a commercial tool – your brand’s roadmap for growth.

Without one, brands risk getting lost in a crowded marketplace, wasting money on marketing that doesn’t convert and missing opportunities for growth.

With one, you’ll have a clear plan for who you are and how to reach your audience — focusing your investment where it counts and building a brand that drives lasting success.

How a Brand Strategy helps you grow your business

It’s about seeing the bigger picture — understanding where your brand sits today and shaping where it needs to go next.

1. Stand out & reach your audience

A brand strategy defines what makes your business unique — your strengths, values, and market position — and helps you communicate that difference clearly, via the right channels.

2. Make marketing more impactful

When your audience, positioning, and message are clearly defined, your marketing becomes sharper and more effective. Campaigns align around common goals, sales teams know what to say, and every pound of marketing spend delivers more impact.

3. Build trust and loyalty

Customers buy from brands they understand and believe in. A strategy ensures every touchpoint — from proposals to presentations — reinforces the same promise and quality. That consistency builds confidence, repeat business, and long-term loyalty.

4. Compete on value, not price

A clear position and credible reputation shift the conversation away from price. With a defined value proposition and strong perception of expertise, customers choose you for the right reasons — enabling healthier margins and longer-term contracts.

5. Attract and retain talent

Strong brands don’t just attract customers; they attract talent. A defined purpose and set of values give people a reason to join and stay, creating alignment between your brand promise and internal culture.

6. Enable expansion

A strategy provides the framework for intelligent expansion — whether that means launching new products, entering new markets, or refining your offer. With a clear direction and defined principles, your brand can evolve confidently without losing its identity.

Brand Strategy – What you’ll get

Here’s what you can expect from a Herron brand strategy:

Clear Market Position

We help you achieve a stronger commercial focus by pinpointing where your brand sits in the market — who you serve, what makes you different, and why customers should choose you.

Defined Audience Insight

Through workshops and research, we identify your ideal customers, what matters to them, and how to reach them effectively. This understanding shapes marketing, sales, and content decisions in order to drive better results.

Purpose, Vision & Values

We capture the principles that guide your brand and business — articulating a purpose your team can rally behind, and customers can believe in. It’s what turns a good brand into a meaningful and trusted one.

Messaging Framework

You’ll receive a structured messaging toolkit — including value proposition, key themes, and tone-of-voice guidance — so everyone in your organisation speaks with one clear, consistent voice.

Strategic Roadmap

Your strategy comes with clear priorities and next steps — from marketing focus areas to opportunities for expansion. It’s a practical guide your team can use to move from strategy to action.

Activation Support

We don’t leave you with a document. We help you apply the strategy — briefing designers, guiding content, and supporting your marketing team so your brand takes root in every channel.

Why choose Herron for Brand Strategy

We’re a senior team with global brand experience, now bringing that expertise closer to home. We combine big-agency thinking with the accessibility of a local partner — easy to reach, hands-on, and invested in your success.

Proven in complex B2B sectors

From industrial and manufacturing brands to professional services, we’ve helped businesses simplify complex propositions, speak with clarity, and grow in competitive markets across the UK and Europe.

Senior expertise, hands-on delivery

You’ll work directly with experienced strategists and creatives — the same team trusted by muti-million pound busineses. No hand-offs or layers of account management, just clear thinking and straight answers.

Joined-up thinking across disciplines

Because our brand, web, and marketing teams work closely together, every strategy we create is cohesive — ensuring your identity, website and communications all pull in the same direction.

Built for Real-World Application

Your brand strategy won’t gather dust in a slide deck. We create practical frameworks — audience profiles, positioning statements, messaging pillars — that guide your marketing, sales, and recruitment decisions day to day.

Partners for the long term

Many of our client relationships last years, not months. We stay involved to help you evolve your brand as your business changes — maintaining consistency, sharpening focus, and supporting continued success.

Who We Work With

Our sweet spot is industrial and manufacturing B2B — complex products, long buying cycles, and the need for clear positioning. We help these businesses turn technical detail into strong, credible brand stories that build trust with their customers and make it easier for them to understand, choose and buy.

We also shape strategies for professional services where reputation, differentiation, and client confidence are key — from consultancies and financial firms, to other knowledge-led organisations looking to strengthen their market position and compete with clarity and confidence.

“Everything’s increased since we commissioned Herron – customer enquiries, how much we export, the productivity of our staff and profit. Our website & marketing materials have never worked harder – and the sales figures prove it.”

Keith Stewart, HEROSE UK

“The service from the team at Herron has been second-to-none. We get compliments on the website all the time — it really showcases what we can do and has led to gaining new clients in the UK and overseas.”

Josh Kershaw, Furniss & White

“Having Paul and Herron on the journey with us and working collaboratively with our team has been invaluable — and hopefully we can continue that relationship going forward.”

Ryan Lockwood, Fernco

“Today’s casting industry is modern and dynamic — we need to reflect our members as vital solution providers to global advanced manufacturing. Working with Paul and his team helped CMF overhaul the way we communicate.”

Dr. Pam Murrell, Cast Metals Federation

Our approach

Our six-step process combines research, insight, and creative thinking to define a clear direction for your brand — one that’s practical, actionable, and built for growth.

Here’s how we do it:

1. Discovery

We get under the skin of your business, challenge, and opportunity through workshops, interviews, research, analytics and analysis. We uncover the important detail to guide the creative process in alignment with your objectives.

2. Exploration

We look outward — analysing your market, your competitors, and the changes shaping your industry. This gives you fresh perspective and a stronger vantage point.

3. Strategy

We map a clear, practical plan of action, based on a foundation of solid intelligence and aligned with your goals. You’ll know exactly where you’re going and how you’ll get there.

4. Creativity

This is where ideas take shape. Messaging, identity, campaigns, digital experiences — designed to stand out, connect with people, and deliver results. We apply ingenuity to carve a distinct territory for your brand.

5. Activation

We launch the creative solution into the market through strategic implementation that engages your audience at every level — in print, social, and digital media. We deliver with focus, so the work makes an impact where it matters most.

6. Evaluation

We keep a persistent eye on your brand’s performance using analytics, reporting, and ongoing assessment. We apply proactivity to fine-tune and improve your brand’s expression and enhance customer engagement.

Frequently asked questions

Got a few questions about how we work or what to expect? You’re not alone — here are some of the most common things we get asked about our website development process.

Why do I need a brand strategy?Paul Herron2025-10-08T11:36:27+00:00

Why do I need a brand strategy?

Without one, your brand risks blending in, sending mixed messages, or missing opportunities. A clear strategy builds credibility, strengthens your positioning, and ensures your marketing spend works harder.

How long does it take to develop a brand strategy?Paul Herron2025-10-23T10:16:33+00:00

How long does it take to develop a brand strategy?

The timeline for developing a brand strategy typically takes 4–6 weeks, depending on the complexity of your business and the scope of the project.

What’s the difference between a brand strategy and a brand refresh?Paul Herron2025-10-23T10:18:04+00:00

What’s the difference between a brand strategy and a brand refresh?

A brand strategy is the overall plan that defines your brand’s identity, purpose, messaging, and position in the market. It’s comprehensive and looks at how all elements of your business fit together. A brand refresh, on the other hand, is more focused on updating the visual identity or tone of your brand, such as your logo, website, or communication style.

While a refresh can make your brand feel modern and relevant, a strategy ensures that every update is rooted in a clear vision, providing the guidance needed to maintain consistency across all touch points.

Can I just update my logo instead of creating a full brand strategy?Paul Herron2025-10-23T10:19:19+00:00

Can I just update my logo instead of creating a full brand strategy?

While updating your logo might seem like an easy fix, it’s only a small part of a larger picture. A logo is an important visual element, but without a clear strategy, it may not resonate with your target audience or align with your long-term business goals.

A brand strategy ensures that your logo, messaging, and overall brand identity are working together cohesively, creating an authentic connection with your audience. Think of the brand strategy as the foundation, and the logo update as a way to reinforce part of it.

How does a brand strategy impact my marketing and sales efforts?Paul Herron2025-10-23T10:20:20+00:00

How does a brand strategy impact my marketing and sales efforts?

A clear brand strategy empowers your marketing and sales teams by providing a roadmap that ensures every message, campaign, and interaction reflects your core values and resonates with your target audience. When your brand strategy is well-defined, it makes your marketing efforts more effective, helping you attract the right customers and convert them into loyal brand advocates. It also enables your sales team to communicate with confidence, knowing they’re delivering the right message that aligns with the business vision and speaks directly to the needs and desires of potential clients.

What is involved in the brand strategy process?Paul Herron2025-10-23T10:21:10+00:00

What is involved in the brand strategy process?

Our process begins with a deep dive into your business, market, and audience. We start with a discovery session to understand your current positioning, goals, and challenges. From there, we conduct audience research, competitor analysis, and strategic workshops to define your brand’s purpose, vision, and values. We then work on refining your messaging, tone of voice, and visual identity to ensure everything aligns with your long-term goals.

The result is a comprehensive brand strategy that acts as a guide for all your future branding efforts and sets you up for long-term success.

View our work

Contact us

If your brand is ready to become irresistible, drop us a note, or give us a call to see how we can get your audience not only engaged, but powerless to resist.

hello@herron.agency

+44 (0)114 321 1808