Brand strategy often gets talked about as if it’s something only massive companies need, but actually it’s one of the most useful things you can do no matter the size of your business. Once it’s established, everything you do from design to messaging and even product offerings, starts making a lot more sense because it feels intentional rather than random.
What is a brand strategy?
Your brand strategy is a clear plan for how your business wants people to think and feel about it.
It defines who the business is for, what makes it different from others, and how it should present itself through its words, images, and actions so that the right customers recognise it, trust it, and choose it over other options.
It helps make sure everything the business does feels consistent and purposeful.
Why is it important a brand strategy comes before design?
Firstly, you completely understand who your customer is, their values and how you are helping them.
Secondly, you get clarity on your business goals, personality and what you do differently.
These two things blended together mean you can then create a really clear set of values for your business, and get specific on your purpose and positioning which all align with your customer.
Your values, purpose and positioning then translate into a creative direction made up of colour, typography, shape, scale, photography style and illustration.
This can be used as a starting point in your branding and to underpin every design decision that you make. When you can step back and ask “Does this align with our strategy?” rather than “Do I like this?”, “Is this trending?” or “Are other people also doing this?” then you’ll be able to confidently make decisions about design knowing that the answer is the right one to engage your customer and support the growth of your business.
If you want to learn how to build a brand strategy and use it to create thoughtful design, let’s speak.
Freelance Creative based in Falmouth Cornwall, UK 