Brand Strategy: What Is It?
I’ve found that many people tend to think of a company’s brand as simply its logo or signature catchphrase. However, there’s much more to a brand than that. A logo on its own is like skin without bones: there’s nothing to sustain it.
Your brand is actually about communicating the core of who you are and your values to your customer.
Does that feel like an overwhelming concept? Not sure where to begin? This is where brand strategy comes in. Let’s talk about what exactly that is.
What is the definition of a brand?
Seth Godin defines a brand as “the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”
Ultimately, your brand is what differentiates your company from all others and what you promise to deliver to your customers. It’s that special something about your product that makes it unique and inspires consumers to choose your business.
While your company’s name, logo, graphics, typography, etc. do represent your brand, they do not encompass the fullness of what your brand is.
What is brand identity?
Brand identity is the visual representation of your brand. This is where things like your logo, name, catchphrase, colors, and fonts come into play. These attributes need to align with the feel of your brand. Different symbols and colors, for example, carry various emotional connotations, so it is important to carefully craft a brand identity that will help communicate the emotions and values behind your brand.
Why brand strategy is important
Brand strategy helps match your brand with a brand identity. I love brand strategy because it gives people a pointed direction for their business. It’s not just this pretty thing that has no backing or meaning. Rather, brand strategy is about connecting your ideas to the practical steps that help communicate who you are. Doing this shows people the depth and value that you carry, leading them to buy into your brand.
Brand strategy is about honing in on what your brand’s values, keywords, voice, tagline, and mission statement are. It’s about helping you answer the question: what am I promising my customers?
Along with that, brand strategy helps you build a target audience profile, figure out how to target your ideal audience, and analyze competitors. These tools help you to focus your energy and efforts on reaching specific segments that are more likely to choose your brand and stay competitive within your industry.
Want to develop your brand strategy?
Whenever I work with my clients, the very first step of my process is brand strategy. It’s only after we work on a brand strategy that I begin any design work. In fact, I don’t even offer design services without brand strategy, because I believe that the strategy part is so crucial.
My brand strategy sessions start by figuring out your “why” and taking an in-depth look at the values and goals of your business. Then, we develop your voice: how to speak to your audience in a way that connects with them. We look at how to utilize various marketing and business tools to help you reach your business goals. Finally, we curate the visual aesthetic of your brand: your brand identity.
I love doing brand strategy because I get to dig deep with my clients and help them communicate the emotions and values of their brand, both with and without words.
Interested in finding out more or scheduling a brand strategy session? Hit the button below and let’s connect!