My 3-Part Brand Strategy Process
Designing your brand identity is fun and all, but that’s really just the icing on the cake.
The substance comes from the brand strategy!
If you’re looking to build a sustainable business beyond just "having a pretty brand", here’s a quick insight into the 3 foundational brand strategy phases I go through with clients before even thinking about or designing a logo.
1: Your Inner World
Purpose
Mission
Vision
Core Values
Gifts + Strengths
Within this first stage of the brand strategy process, we uncover the very essence of your brand foundations and what you’re here to do. We explore what your motivations are for starting your business, your purpose, mission, gifts, values and vision so we can amplify more of who you are and less of who you’re not. This foundational stage is crucial, as everything else within your brand is built from this and will drive you forward.
2: Your Outer World
Audience Demographics
Psychographics (Their current problems + desires)
Competitor Awareness
Similarities & Differences
Your Value Proposition
Customer Journey
Building awareness of your industry landscape is key to building a brand that resonates with the right people. By delving into your brand’s positioning, we look into who your audience is, what they desire, what they value, what they’re struggling with that you have the solution for and more. We also explore your competitors, determine what makes you different and highlight the key stages of your customer journey i.e. how we can guide your customers from strangers to buyers and advocates for your brand. Analyzing the unmet needs of your ideal audience and how you can help them in a unique way will mean developing a positioning strategy that allows you to stand out amongst the crowd.
3: Your Brand Expression
Brand Personality
Tone of Voice
Brand Archetypes
Attributes
Visual Roadmap
This third phase is all about how your brand and client experience come to life. Your personality, tone of voice, brand archetype and visual roadmap all come together here, and it’s what allows you to build those deeper, emotional connections with your audience as a human brand they want to advocate for.
The brand strategy process can bring some much-needed clarity to your brand, as you’re given the space to uncover your most profound truths, whys, and what the heart and soul of your business truly is that can then be alchemised and amplified through your visuals.
Skipping the strategy means having no solid foundation to build upon, and is an easy way to create a meaningless logo that you’ll likely want to redesign every 10 minutes - and ain’t nobody got time for that!
If you’re feeling like your strategy needs a revisit and you want a creative partner to guide the process, why not book in a strategy call?
