How do we define a successful brand strategy? Simply put, a brand strategy is a holistic approach to building identification and favorability with customers and potential customers. This raises the larger question: why does it matter, especially for startups? Branding strategy is the key and the central pillar of any startup. It is an ever-evolving process. It, directly and indirectly, helps organisations in achieving their short-term, mid-term, and long-term goals. A healthy strategy makes the process of maintaining the identity of the brand easy and it keeps building an overall image in the face of the potential customers. In the first phase, the brand should identify the target audience. They help in clarifying unique value propositions (UVP), creating a consistent identity, building connections, and ensuring consistency. Building Identity from Day One – How a brand strategy helps startups build a unique identity and stand out in their industry. Creating Consistent Messaging is another key feature of brand strategy, where one should ensure the role of brand strategy in ensuring cohesive communication across channels, refining and shaping the product/service, positioning them in such a way that it is seen as different from other competitors. A unique identity in the market has to be created as far as positioning it in the market. Scaling and sustaining brand recognition over time is to be done systematically. Cost-effectiveness can be a stumbling stone when it comes to start-ups. Startup strategy should be formulated in such a way that it can maximise marketing impact on a limited budget.