In today's market, where most of the niches are already saturated, branding has become one of the main competitive strategy to differentiate a business from another. Without a solid branding strategy, the chances that your new business will thrive are not so high. A thorough brand strategy helps you find the key differentiator that will make people want to book or buy from you instead of others. It's also the key to a successful brand design. I strongly believe that good brand design must always be backed by a carefully curated brand strategy, as this builds the foundation for all business communications and actions.