Design Lingo: Brand Strategy

What is a brand strategy?

(… And why exactly does *this* resident designer think it’s so immensely valuable?)

Brand strategy. You’ve likely heard the term thrown around a lot. But if you have zero clue what the Riverdance it actually means, then you’re in the right place. Oh, and you’re not alone if you’re wondering whether brand strategy really deserves its lofty reputation as a game-changer!

After all, just pop the word “strategy” behind almost anything and watch as eyes grow glassy and attentions start to wander.

Hey, I get it. But this is one term you’ll want to include as part of your team. Here’s why.

What is a brand strategy?

A brand strategy is, well, the strategy underpinning your brand. (Aren’t you glad you tuned in for this article? 😉)

Think of it this way: If your brand were a ballet, your brand strategy would essentially be the choreography, ensuring that your brand was performing the right steps in the right way for the right audience.

A great brand strategy informs the direction of your business, guiding you on everything from who you’re talking to through to how to communicate with them what to create, how to create it, who to create it for.

Your brand strategy covers your:

  • Vision statement
  • Mission statement
  • Brand statement
  • Core values
  • Purpose
  • Language
  • Tone of voice
  • Benefits
  • Goals
  • Brand positioning
  • Value proposition
  • Messaging architecture
  • Content pillars
  • Audience’s brand persona
  • Audience’s problems (and how you solve them)
  • Marketing funnel
  • Customer journey
  • Emotional impact
  • Competitor analysis
  • Aesthetic direction (including typography, colours and moodboard)

Yup – a purposeful brand strategy has a lot of clever choreography behind it!

But now for the real question …

Is it worth investing in your brand strategy?

Big yes! HUGE yes! Your brand strategy is the secret formula for your success. Here’s why.

A brand strategy can:

  • Help you connect with your audience on a more meaningful level (because you know who you’re talking to, what they need and what they value).
  • Stand out from your competitors (with a polished, persuasive brand designed to attract your target customers).
  • Convert your customers more easily (with content and visuals backed by strong messaging that’s tailored to connect with your customer’s intrinsic motivations, emotions and psychology).
  • Guide you in confidently communicating your value (because you’ll be rock solid on your key points of difference and what you do best).
  • Direct your future marketing, offering development and content strategies (so that it’s easier than ever to create content and collateral that gets results for your business).

And if you’re looking at that loooong list of stuff you have to figure out for your brand strategy, remember that you don’t have to do it all alone. A great brand designer can help you craft a brand that’s as beautiful as it is strategic. Speaking of which …

Here’s your BTS look into my brand strategy creation process (so you can see you really don’t have to do it alone!):

Step one: You complete my brand questionnaire.

This comprehensive form collects the details on you, your business, goals, target audience and creative direction. It’s essentially my sneak peek into your brain and allows me to understand the ins and outs of your awesome business. 

Step two: I carefully review your questionnaire.

Sometimes this will mean chatting via email or Zoom to dive into the details of your brand, other times it will mean conducting my own research so I can get a complete view of the best strategy and approach to your brand design.

Step three: I extract the essence of your brand.

Finally, I’ll pair your input with my expertise to craft a custom brand strategy (presented in a gorgoues PDF) that encapsulates the foundations of your business. Then it’s full steam ahead with your design!

Hey, if you like my style > At Esley Studio, my brand design packages now include brand strategy as standard (yay!), so you can feel confident that your beautiful new brand is ready to rock, roll and bowl over your target audience.

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