Brand strategy includes:

Brand Purpose

Brand Vision

Brand Mission

Brand Values

Target Audience (aka clients or brand personas)

Brand Positioning

Brand Personality

Brand Voice (Messaging and tone)

Brand strategy is the foundation of your brand. Taking the time to figure out what sets you apart, what you want to be known for and what you want your audience to think and feel when they interact with your brand will help to deliver a consistent and cohesive message. Having a clear direction and focus allows you to focus on that message across every interaction your clients or customers have with your brand.

Brand strategy includes how your brand is perceived in the market. What do others say about you when you are not around? Think about how you want to show up for your clients and customers.

Brand purpose Why do you exist? What benefits do you create for others? What is your why?

Brand Vision What future do you want to help create? What is the long term goal?

Brand Mission What is your daily commitment to achieve your long term goal? This should capture your brand purpose, audience and objectives.

Example:

We aim to (action) (audience) by providing (benefit) through (solution/proposition).

Brand Values A set of beliefs and principles that you brand cares about. What are your core values? Here are a few examples to get you started.

Accessibility, accomplishment, accountability, adventure, affection, affluence, ambition, balance, calmness, creativity, dependability, comfort, commitment, compassion, efficiency, experience, expertise, family, flexibility, fun, generosity, grace, honesty, integrity, knowledge, learning, loyalty, mindfulness, originality, prosperity, reliability, security, spontaneity, understanding, wealth.

Start by checking off all that apply and then narrowing them down to your top 3-5 values.

Target Audience Who does your brand serve? For this step you will create a brand persona. Think about your ideal client. What is their name, age, gender, relationship status, job title, location, salary, budget, competitors, heroes, work goals, favorite things including food, music, podcasts, tv shows and books. Where do they shop? What kind of car do they drive? What are their interests and hobbies? What websites and news stations do they consume? Get really specific so you can focus on how you can speak to their unique needs.

What are their pain points? How would they hear about your company? How do they think your product or service will help them solve a problem? Competitive Analysis. Identify who your top competitors are and find ways to differentiate your brand.

Brand Positioning How are you perceived in the minds of your customer? Include brand category, target audience, benefits, value offered and how you are different from the competition.

Brand Personality What is the personality of your brand? Are you sophisticated, playful, bold, modern, personable, professional, accessible or minimal?

Brand Voice (Messaging and tone) What do you want to communicate with your branding? When people interact with your brand, how do you want them to feel? What adjectives would they use to describe your brand? What sets you apart from the competition? How do you want to talk about yourself? Are there things you want to avoid? Is there anything you do NOT want to be known for?

I have created a free Brand Strategy Workbook to get you started. It is easily editable in Canva and can be customized to match your brand fonts and colors. Download it now.