What is a brand strategy? And why does your creative business need one?
Brand strategy has become a bit of a buzzword recently, everyone seems to be talking about it! Well, you're not alone! But, hang on a sec, what the heck is a brand strategy, and why should your business care about it?
Picture this: What if you could run your business from a place of total clarity and confidence? Imagine knowing exactly why your business exists, being 100% confident in your work's value, and making business decisions like a boss. Well, guess what? That's the magic of a solid brand strategy!
So, why does your biz need it? Because a well-crafted brand strategy doesn't just make your brand look pretty; it aligns every inch of your business with your big goals. It's like giving your brand a makeover that captivates and enchants your dreamiest customers. Yup, you need this.
Now, I'm not just saying this because it sounds good; it's a crucial part of my process for creating intentional brand identities. I kick off every project with a 90-minute strategy sesh, diving deep into my client's business, values, and customers to map out a visual plan.
But the perks of a kickass brand strategy go beyond a stunning logo. Let's dive into the details:
The benefits of a brand strategy
Creates Clarity
Get the inside scoop on your business essence, align with goals, and know your audience's struggles to craft solutions that hit the bullseye.
Consistency
Build trust with a consistent brand vibe. Once you know what your brand stands for, create content that's not just cohesive but genuinely valuable.
Sets You Apart
Strategically stand out from the competition. Show your audience that you're the superhero solution to their problems.
Attracts Dream Clients
Speak your audience's language, showcase your value, and build a connection. Your dream clients will be knocking at your digital door.
Now, let's tackle the nitty-gritty. What's a brand strategy, you ask?
In a nutshell, it's a plan that spills the tea on your business, your value proposition, and your dream clients. And guess what? I've got a framework to make this journey feel like a breeze.
Section 1: Brand Essence
Okay, buckle up! This is the part where we dig deep into the soul of your business.
Purpose: Your 'why.' The driving force behind your business; the heartbeat that keeps you going.
Mission & Vision: Your superhero duo. They summarise the value you bring to your customers and the impact you dream of making.
Values: These are the guiding principles and core beliefs that anchor your brand, steering how you want it to feel and the experience you want to create.
Pro Tip: Stuck on choosing your brand values? I've got a free guide to help you out!
Section 2: Brand Magic
Here's where the real fun begins – your brand's secret weapon. It's that special something you do better than anyone else. Even if you think your business isn't a unicorn, trust me, there's magic in there!
Discovering Your Magic:
To uncover your brand's magic, focus on these two things:
Your Audience: Get to know them like your BFF. Beyond demographics, delve into psychographics – their values, dreams, struggles, and how aware they are of solutions. For example, if your audience battles overwhelm, tailor your content to be super simple and easy to navigate.
Your Competition: Know your rivals, but don't be a copycat. Analyze 6-8 businesses in your industry, noting values, voice, and style. Identify gaps and leverage your unique strengths. Your brand magic is a blend of what you do exceptionally well, uniquely.
Top Tip: Your magic might be hiding in plain sight, dismissed as 'not important enough.' Trust me, it's there – you just have to find it!
Section 3: Brand Persona
Time to give your brand a personality – make it relatable, human, and emotionally engaging.
Brand Archetype: Dive into the universal stories we all know and love. Archetypes are like the hidden scripts guiding your brand's beliefs, values, and voice. There are 12 of them, each with its own personality quirks.
Tone of Voice: How does your brand speak? Funny, serious, sarcastic, or maybe a bit irreverent? Consistency is key, but be flexible – adapt to different situations.
Key Messages: These are the things your brand just can't stop talking about. Maybe it's your love for the best vegan leather or your fail-proof process for amazing client results.
Brand Story: Imagine your brand as the sidekick, mentor, or guide in your customer's hero story. Your customer takes center stage, and your brand becomes the catalyst for their transformation.
Section 4: Creative Solutions
Now, let's bring your brand to life visually, keeping your dream customer in mind.
Specific Creative Solutions: Think messy hand-drawn elements, symbolic imagery, or a unique design style – your visual brainstorm for the brand.
Mood Board: Capturing the feels. Lifestyle imagery, textures, colours – creating the tone for your brand.
Colour Palette: I include a draft of the colour palette to provide a clear sense of the overall aesthetic from the start.
Ready for the Journey?
So, yes, creating a brand strategy is a bit of work, but trust me, the clarity it brings to your business is pure gold. You'll know exactly how to connect with your dream clients – inspiring them, resonating with them, and creating compelling content, all while being your authentic self.
Feeling Ready to Dive In? Let's Chat!
Ready to elevate your brand? Let's discuss how a purposeful brand can be your secret weapon to achieving your goals.
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