Brand Strategy - The Why, How and What

Brand Strategy: What is it? Why do I need it and where should I start?

Brand strategy is a buzz word in the design world. I am sure you have heard that you need brand strategy. So what it is and why does it matter?

Brand strategy is the foundation for your brand. It is a plan to establish and maintain your brand identity. It provides clarity about the why, how and what.

In his book Start With Why, Simon Sinek talks about the golden circle.

The golden circle starts with your purpose, cause or belief.

Why do you do what you do? Why does it matter that your business exists? Why should anyone care?

Starting with purpose focuses on the big picture. Once this is  defined everything else should revolve around your why.

The goal is to do business with people who believe what you believe.

Simon Sinek The Golden Circle
Simon Sinek - Why you do it quote
Brand strategy is a discovery process. You need to discover what sets you apart from the competition. Why your customers need what you are offering and the best way to convey that message.
 
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)
 
With strategy you will discover your deeper purpose. How you want your audience to feel when they interact with your brand. How to deliver a consistent and cohesive message. This clear direction allows for clarity across every interaction 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. Consider their age, gender, relationship status, job title, location, salary and budget. 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 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?
 
What is the brand category? The value offered and how are you 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 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. 

Brand Strategy Workbook Freebie

Send me the free workbook

Brand Strategy Workbook

Want to learn more about Brand Strategy?

Here are a few of my favorite books:

Start With Why – Simon Sinek

The Brand Gap – Marty Neumeier

The One Thing – Gary Keller

Brand Thinking – Debbie Millman

Building a Story Brand – Donald Miller

Are you ready for more personalized brand advice from an expert? I would love to chat! Schedule a 30 minute call and we can discuss your unique offerings and how we can deliver branded design elements that will convey your messaging in the best way possible.

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