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Strategic branding is the exercise of looking deeper into your brand and defining who you really are and how your customers see you. This should always start with research that sees into the mind and emotions of your customer. Your brand strategy should deliver emotional and economic value to your customer at every touch point. Your strategy is more than just your initial brand, it is the ongoing process of looking at your client and keeping up with what they think and how they see it. It is more than a single campaign and is driven by data and focuses on retention of clients than just an initial one time purchase.