Branding is an important element of running a business and compromises anything that can result in a customer making a judgement on your business. It is the way in which your customers and future potential customers perceive your business. This means that it can achieve both positive and negative results. You can visit sites such as marketing during a downturn.
A Brand Strategy Agency such as https://www.reallyhelpfulmarketing.co.uk/marketing-and-strategic-development-services/brand-strategy-agency/ can help you with many differnet areas of branding, but here is essentially what a brand strategy is.
Brand strategy is a long term plan that looks at the development of your branding towards certain predefined goals. These goals could be based on your business profits, sales or other parameters such as positive testimonials and number of followers on your social media pages.
It is not a short term goal. Brand strategy works over periods of months not days or weeks as they look at the overall aims of the business and align branding methodologies to help achieve these in a systematic but effective way. Flexibility is built into the strategy so that if goals are met, new ones can be set and if the process needs to be adapted if some methods are not working , this can be achieved easily.