In an industry filled with a multitude of products and services, competition is intense, and standing out from the crowd has become increasingly difficult. This is where brand strategy comes into play as a crucial element in any successful business plan.
How does brand strategy fit into my branding design?
Brand strategy is a comprehensive plan that defines how a company's brand will be perceived by its target audience. It encompasses your brand's messaging, values, voice and your customer experience. A well-crafted brand strategy provides clear guidance on how a business should communicate, engage and differentiate itself in the market.
In this graphic, it displays brand strategy as the foundation of your brand. It is the soul and personality defining who you are and who you aim to serve. In this stage, your Mission, Vision and Purpose statements are crafted and will be the north star for you and your team to achieve as your brand grows. Every visual and messaging asset produced for your business will be focused and purposeful based on what has been defined in your brand strategy.
With your brand strategy in place, the branding (such as the logo, colors, typography, illustrations, etc) can be designed to accurately represent your brand. A designer would be able to create your branding based on what has been defined in your brand strategy. They wouldn't create your branding catered to the wrong audience, or make it look too high-end and refined when you want your business to feel warm and welcoming.
The branding is the set brand style guide that all the visuals will be based upon. Visuals such as your website, social media, print and any touch point will build trust by showcasing your brand strategy messaging in an exciting way that entices people to want to engage with you. Every touch point will look, sound and feel consistent and accurate to your brand because your brand strategy defines the voice, and the branding determines the visuals.
Example of Brand Strategy
Let's take Nike as an example of the pyramid graphic:
The mission of Nike is: To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete. This statement is crafted through their brand strategy as they determine the purpose of the brand and its promise to their audience.
Below is a snippet of the brand style guide for Nike. With their main mission to inspire everybody as athletes, the branding showcases a dynamic color palette and a pattern inspired by the triangle found on a running track.
With the branding set, Nike is able to determine the look and feel of its website, store and packaging. The messaging on the website is determined by their brand strategy as it encompasses the brand's voice. These visuals embody Nike's mission that anyone who walks into a Nike store or wears their clothing would take on the aspiration of being an athlete.
The Importance of Brand Strategy
Here are just a few key points of why it's crucial for every brand to have an established brand strategy:
Establishes Identity and Recognition: A brand strategy helps create a unique and memorable identity for your business. It answers the fundamental questions of who you are, what you stand for, and why you matter. A strong brand identity is essential for customers to recognize and remember your business.
Builds Trust and Credibility: Consistency is key in building trust. A well-defined brand strategy ensures that your brand's message and actions align, which in turn builds credibility with your audience. When customers trust your brand, they're more likely to become loyal advocates.
Differentiates from Competitors: In crowded markets, differentiation is crucial. Brand strategy helps you identify what sets you apart from competitors and emphasizes those unique qualities. It's not just about being different; it's about being distinct in a way that matters to your target audience.
Guides Decision-Making: A solid brand strategy serves as a compass for decision-making across your organization. It helps you make choices that align with your brand's values and long-term goals, ensuring consistency in every interaction with customers.
Attracts and Retains Customers: A well-executed brand strategy resonates with your ideal customers, drawing them in and keeping them engaged. People are more likely to support and stay loyal to brands that align with their values and needs.
Facilitates Growth: As your business expands, having a strong brand strategy becomes even more critical. It provides a framework for entering new markets, launching new products or services, and adapting to changing customer preferences while staying true to your brand's core.
Increases Perceived Value: A well-defined brand strategy can elevate the perceived value of your products or services. When customers associate your brand with quality, trust, and authenticity, they are often willing to pay more for what you offer.
Enhances Marketing Effectiveness: Effective marketing relies on a consistent and compelling brand presence. A clear brand strategy makes it easier to create marketing campaigns that resonate with your audience, leading to more impactful results.
Brand strategy is not just a marketing buzzword; it's a fundamental element that drives the success of any business. It shapes how your business is perceived, how it operates, and how it connects with customers. By investing time and effort into crafting a robust brand strategy, you're setting the stage for long-term growth and a lasting impact in your industry. Remember, your brand is not what you say it is; it's what your customers believe it to be, and a well-executed brand strategy can help you shape those beliefs in your favor.
Want expert help?
Brand strategy has a lot of benefits, but it can be overwhelming knowing where to start. We're here to help! Click on the button below to grab our free resource to build out your brand strategy. This is the brand strategy workbook we send to our clients. It includes exercises and brainstorming sections so that you can craft the Mission, Purpose and Vision statements of your brand and much more.
Need more guidance?
If you would like a catered experience to build out your brand strategy, feel free to contact us! We love collaborating closely with clients to create the foundation of their brand and bring their messaging & visuals to life. Here are some links to learn more about our process and get started on your project: