Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering your brand messages to. Where you advertise is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you communicate visually and verbally are part of your brand strategy as well.
Being Consistent & strategic branding leads to a strong brand equity, which means the added value brought to your company’s products or services that allows you to charge more for your brand than what identical, unbranded products command. The most obvious example of this is Apple vs Samsung. Apple has built a powerful brand equity, it can charge more for its product in consumer & business –and customers wont hesitate to pay that higher price