Why Influencer Marketing Should Be Part of Your 2025 Brand Strategy

Influencer marketing and brand strategy go hand-in-hand.

Your brand strategy tells the world who you are. It communicates your values, vision, and identity to both the audience you’re targeting and the world at large. It’s a critical part of your long-term marketing plan but can also be the backbone of how your business grows.

And influencer marketing complements every piece of that. 

Partnering with influencers who have trusted audiences and align with your values can strengthen your brand strategy while helping you reach new customers who may not have discovered you otherwise.

What Is a Brand Strategy?

A company’s brand strategy is a key part of its marketing plan. It’s how a brand creates a unique and unified identity that stands out in a crowded space, and it should show up in everything from social media to advertising.

A strong brand strategy is what consumers relate to and connect with. It helps build trust, recognition, and loyalty by keeping your messaging consistent and making sure your brand’s values and identity come through in everything you do. This is increasingly valuable in 2025, as one study found that 81% of customers need to trust a brand before making a purchase.

A solid brand strategy shapes your: 

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• Values: What does your brand stand for, and how does it fit into your customers’ lives? Being clear about what matters to you attracts like-minded people and keeps them coming back.
• Voice: Your brand’s voice should feel the same everywhere—whether fun and playful or straight to the point. Think of Spotify. Even though it’s a huge company, its social media posts are fun, casual, and a little cheeky which makes it stand out from other tech giants.
• Visual identity: How your brand looks matters. Keeping a consistent design—whether it’s your colours, fonts, or imagery—helps people instantly recognize you, reinforcing your brand’s overall style.

How Can Influencer Marketing Enhance Brand Strategy?

The influencer marketing industry is booming, and it’s not slowing down anytime soon. In fact, it could hit $47 billion by 2027.

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When it comes to brand strategy, influencer marketing can be a game-changer that brings your brand to life in a real, relatable way. 

Trusted Audiences

This can make a huge impact. Influencers build large followings because people trust them for their taste, expertise, and opinions. Growing a large, engaged audience can take years, but working with an influencer lets you tap into that trust right away.

But bigger isn’t always better. Micro-influencers may have smaller followings, but they are seen as trusted sources, and their followers are often loyal and enthusiastic about the products they endorse—which can lead to even better results.

Alignment

Building trust doesn’t come easy—especially for new brands. Many consumers are naturally skeptical. But if you work with the right influencer who believes in your brand, their followers are more likely to trust you, too. 

Influencer management agencies specialize in making the right matches, pairing brands with influencers with the same audience and values. 

Keeping Up with Trends

While brand strategy is a long-term plan, social media moves fast. Trends change constantly, and thankfully, the right influencers know how to keep up. Partnering with influencers can help your brand stay up-to-date and relevant.

How Influencer Marketing Can Help Brands Achieve Goals

Every industry has its own challenges, and the brand strategies of companies within those industries reflect that. 

Hospitality

Goals:

• Stand out from competitors
• Showcase what makes your brand special
• Year-round business

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Example: When we worked with the Calgary Marriott Downtown, the goal was to showcase this quintessential Calgary destination in a way that highlighted what makes it different from the other hotels in the city’s core. That includes ONE18 EMPIRE, the best rooftop patio in Calgary, and the home of one of the city’s best Old Fashioneds.

The campaign brought five Albertan creators to the Calgary Marriott Downtown, who created 68 posts that reached 869,000 people. The campaign also showed why the hotel and bar are a special place to visit throughout all four seasons.

Travel

Desired outcomes:

• Appeal to the right audience
• Boost brand recognition
• Showcase what makes you memorable

Example: The international tourism market is a competitive one, so when Marketing Greece partnered with MODERNSPEAK, the goal was to create a lasting image and reputation of Greece as an exciting destination while promoting every aspect of its tourism products.

The results were astonishing, with 4 content creators vetted from a list of more than 100. Those creators had followers from across Europe and North America and were able to enhance Marketing Greece’s brand strategy by promoting the destination to specifically targeted audiences.

Tech 

Desired outcomes:

• Showcase new product lines
• Build trust 
• Connect with new audiences

Example: In conjunction with the One Plus 12 product launch, the tech company partnered with MODERNSPEAK and See Monterey for an innovative campaign that showcased the new phone’s incredible camera capabilities. 

The smartphone market is incredibly competitive, so the campaign took 4 creators to Monterey County in California to create interactive content across YouTube and Instagram using the One Plus 12’s Hasselblad Camera.

The campaign reached 2.7 million people and showed off all the incredible capabilities of the One Plus 12 and its phone, helping One Plus achieve the goals of its brand strategy.

Lifestyle

Desired outcomes:

• Exposure to often-niche audiences
• Reflecting core values
• Creating audience connection

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Example: An appreciation of fine spirits is a lifestyle for many people, so when Banff’s Park Distillery launched two new gins in the summer of 2024, they partnered with MODERNSPEAK to increase product awareness among their targeted audience.

The campaign featured 9 Albertan creators, including sommeliers and cocktail enthusiasts. They were chosen because their audiences matched Park Distillery’s brand values. Supporting in-house marketing efforts, the campaign had a reach of over 134,000. It also resulted in a rise in high-quality user-generated content, showing that the audience connected with the content and the product.

Effective Influencer Marketing at Your Fingertips

Your brand strategy matters, and at MODERNSPEAK, we make sure you’re matched with influencers who truly align with your brand. We carefully vet every creator to ensure they’re the right fit—so you can reach the right audience and get real results. 

If you’d like to see the difference influencer marketing can make for your brand strategy, fill out the contact form or call us at 403-991-4988.