Abstract: Our country is the home town of tea, and also the big country of tea production and consumption. Tea plays a prominent role in the development of village economy, farmer income and export trade in not a few provinces of our country. But because of the limitation of processing levels and the marketing ability, local tea production always stays on the original stage of processing and doesn’t forge its own brand. However, along with the awakening of the brand consciousness, carrying out brand strategy becomes the initial choice of all internal governments and numerous tea enterprises. Brand character is the soul of the brand. This paper analyzed the condition lacking of brand character in brand strategy, and then discussed how to mold local tea brand character from brand positioning, brand design, brand communication and extension and so on.