Laying the Foundation

Why You Need A Damn Good Brand Strategy

How can you build a brand that really encompasses who you are, what you do AND that is absolutely magnetic to your target audience? Time to put some pep into your brand strategy.

Creating a beautiful looking brand is just as important as the experience your brand offers. What we mean by that is stimulating all of the human senses with your brand. What you touch, what you see, what you feel, what you hear, what you smell, it’s part of your strategy and everything you do in business is adding to your brand’s story.

The ticket to creating a strong, magnetic, and irresistible brand is crafting an engaging story, getting clear on who you are and what you want people to think of you.

Your brand is not just about your logo, colours, and fonts. Your brand is the perception of your business, determined by how people feel about your business, products, and services.

With the right tools and strategy in place, your brand can influence the way people engage with your business, how they feel about your products and services, and ultimately grow your business in the right direction.

Branding, in any form, is anything you do, to try and shape those perceptions.

Branding can be tangible and intangible things your business does. Be it the logo and colours you use to make people feel a certain way, how you show up on social media, the emojis you use, how you answer the phone, reply to an email, the printing stock for your business cards, the music you play in your store or the incense you have burning in your studio. It’s all branding. And every business has A LOT of brand touchpoints and outlets. No detail is too small.

We chat to tons of business owners every week, and the things we hear come up most often are things like; “We don’t really have a brand”, “I feel like it’s all over the place”, “I can’t quite seem to bring it all together”, “We’re not selling to who we thought we would”, or my personal favourite – “It just really doesn’t represent who we are anymore”. These are all valid reasons to take a giant step back and look at your bigger brand picture and form a brand strategy.

Your brand strategy is one of your greatest business assets. It is your game plan for standing apart from your competitors and achieving your big juicy business goals. It helps you map out your brand foundations – what your brand stands for, who your ideal clients are and how you want them to think of you. Once your brand strategy is crystal clear you are ready to make informed decisions on every aspect of your business.

We all know good design is good business, but both are limited without a purposeful strategy in place. Let’s just be clear here, your brand strategy is not about selecting the perfect shade of peach or making those final tweaks to your logo. We have a bit of work to do before we get to that.

It all begins with mapping out your brand vision – what is your business’s reason for existence? Dive deep into your vision, mission and values, and how you’ll deliver on them (for some tips, here’s a post we prepared earlier). Once your strategy is crystal clear it sets you up to make informed decisions on every aspect of your business and ensures your positioning positively impacts your bottom line.

To help you get the ball rolling, we’ve created a little pocket rocket of a template that will kick-start your brand strategy! Download our free one-page brand strategy template when you sign up to our newsletter. You’re so very welcome.

Once your brand strategy is finalised, it should be consolidated into a handy dandy document. We call this your ‘Brand Bible’. A Brand Bible articulates the essence of your brand – from your vision, values, and mission, to your brand personality, tone of voice, logo and brand mark instructions, art direction, colour palettes, typefaces, templates, and more. This document will ensure there is consistency across all of your internal and external touchpoints. It’s vital that everyone within your business gets their hot little hands on a copy as they’ll now become your very own brand ambassadors.

A strong brand strategy is one of the smartest tools you can invest in for your business. So if you’re dead serious about pepping up your brand strategy, chat to us today!