Brand strategy is a critical plan that guides a business's efforts to engage customers, establish recognition, and achieve goals. It involves expressing a business's core values in a compelling and consistent manner, setting it apart from competition. Brand strategy evolves with a business, customer needs, and market trends, and influences not only customers, but also the internal team culture, attracting employees who align with the business's values. It is instrumental when seeking partnerships or investment, communicating the business's vision and planned path. A well-crafted brand strategy builds strong, meaningful, and enduring connections with stakeholders.