We have concepts like marketing strategy, brand strategy, and brand communication strategy, but we also encounter terms such as marketing plan, communication plan, brand positioning, and many more. It’s hard to find any clear definitions. The situation is further complicated by the fact that agencies approach the topic with great flexibility, which means that strategy can mean something entirely different for each of them. In the following text, you’ll learn more about the different types of strategies, what they include, and when it’s worth starting to work on them.

Diagnosis

Regardless of what stage you’re at when starting to work with an agency, the process should begin with a diagnosis. This is a multi-faceted analysis of the market environment, helping to capture competitive context, identify niches, and assess market saturation. It also involves analyzing the brand’s current situation and auditing previous actions. Diagnosis is the absolute foundation, no matter at what point in strategy development the company is.

Marketing Strategy

Let’s start from the beginning. The broadest term is marketing strategy. It is most commonly defined as a set of principles and guidelines that, when followed, allow for effective business operations and profit maximization. In theory, it’s a comprehensive document that includes brand strategy and a full business plan, but in practice… it varies. The term „marketing strategy” is often used not to refer to one document, but to a series of documents written by various people at different times.

Brand Strategy

Brand strategy is the first step, on the basis of which the marketing strategy is built. It’s the essence of what the brand is and what it stands for—how it should be perceived by customers, what it should identify with, and what emotions it should evoke. It answers the question, „Why should I choose this brand?”—the key question that ultimately motivates customers to make a purchase. Brand strategy is a universal, unchanging document, and all other elements of the strategy are (or should be) based on it. That’s why it should be developed first—before launching the brand on the market or, if it’s not yet established, as soon as possible. Why? A well-formed strategy helps avoid many mistakes related to how to present the brand, its values, and how to sell and scale the business.

Brand Positioning

Brand positioning is often treated as synonymous with brand strategy or as a part of it (rarely as a separate document). In practice, it describes the place a brand should occupy in the market—how it differs from the competition and how it should be positioned in customers’ minds. Brand positioning should always be done, especially in situations such as:

• when customers question the brand (e.g., its prices, image, credibility);
• when introducing a new brand, offering, or product to the market;
• when lead quality is low or doesn’t meet campaign goals;
• when the business faces issues (e.g., lack of profitability).
  
  

Business Plan

A business plan is a collective term for all areas that fall under the marketing mix. It consists of the elements through which a brand influences the market. The most popular concept is the 4P’s (product, price, place, promotion), later expanded to the 7P’s (+ people, physical evidence, processes). Brands that are already on the market have, to some extent, organized these elements. The agency that the company contacts must conduct an audit of current activities and review all brand-related documents. Only then can they plan further actions—most often preparing the brand communication strategy.

Brand Communication Strategy

A communication strategy is simply how the assumptions of the brand strategy will be implemented. It’s a set of goals, tools, and tactics aimed at building a specific image of the brand in the audience’s mind. It provides insights into what messages should be used in specific channels, how often, and for which target groups. It’s no coincidence that some companies are well-known, appreciated, and liked, while others are quickly forgotten—this is the result of well- or poorly-designed communication. Importantly, while the brand strategy is constant, the communication strategy is flexible and can be modified depending on the market situation, such as changing consumer needs. Every company should have a communication strategy, no matter where they are in their journey. The consistency of the brand image and the appropriate presentation of its values are crucial to building awareness and trust, which directly translates into sales (and business scaling).

Marketing Plan

A marketing plan is either considered superior to the marketing strategy or as part of the business plan. It typically includes analyses of market, environmental, political, legal, socio-cultural, and other factors, as well as the company’s strengths and weaknesses, financial and marketing goals, and an implementation program. It is often regarded as a „technical” document, as it largely relies on analyses, financial estimates, and a control system. It’s usually created internally, with only some aspects shared externally, such as with an agency. It’s worth conducting an internal audit to check which elements of the marketing plan have been developed and which haven’t. This document, due to its market analysis content, requires frequent updates—something an agency can assist with.

Communication Plan

The term communication plan is used relatively rarely. Its definition can also be problematic. Some agencies equate the communication plan with the communication strategy, while others see it as an outcome of the strategy, namely the media plan.

Media Plan

A media plan is a document that outlines the detailed use of media in a campaign run by an agency. It includes the campaign duration, budgets, channels, creative materials, and the expected results (KPIs), which the agency will be evaluated on after the campaign ends. In a well-designed media plan:

• tools and channels are chosen based on campaign goals (never the other way around!);
• strategy takes precedence over tools (well-crafted messages and the use of tactics suited to the goals are key);
• multiple touchpoints are considered (omnichannel approach);
• there is room for dynamic adjustments to the media plan based on real-time results (campaign optimization);
• it considers all potential outcomes (not just sales, but also brand image).

When should a media plan be prepared? Ideally, before any major campaign, so that both the client and the agency are on the same page regarding actions and expected results.

What’s Next?

I hope the above definitions will help you navigate the world of strategies more easily and make it simpler to define your company’s needs and make final decisions. If you need support or have any questions, feel free to contact us.

You can also check out which elements are key for me when developing a brand strategy and brand communication strategy.