Does your brand need brand strategy?
So many small business owners dive right into selling their products or offering their services without hammering out the finer details first – and for a select few, this retroactive, ‘figure it out along the way’ approach works.
But the reality for most is this:
having a brand with no strategy is like trying to drive somewhere you’ve never been without a GPS.
Every brand, no matter how big or small, needs a strategy. It’s the secret sauce that turns a business into a brand people know, love, and remember, and it’ll be your guiding light as you try and determine the next moves in your biz journey.
So, now’s the time to cast aside that laissez-faire approach, because your brand most definitely needs a strategy! Let’s dive into exactly why, along with my top tips for mapping out your brand’s path as a brand designer and strategist.
What is brand strategy, exactly?
First things first, let’s clear up what brand strategy actually is. It’s not just a logo, a tagline, or a killer Instagram aesthetic (though those are pieces of the puzzle).
Brand strategy is the plan that defines what your brand stands for, who it’s for, and how it shows up in the world. It’s your brand’s personality, purpose, and promise all rolled into one.
At its core, brand strategy should help you answer these three big questions:
Who are we? (your brand’s values, mission, and identity)
Who are we talking to? (your ideal audience)
Why should they care? (what sets you apart from the rest)
Without a clear strategy, your brand risks getting lost in the noise, or worse, being forgettable (big eek!).
When do you need a brand strategy?
You can develop or refresh your brand’s strategy at any point along the business journey – nothing is set in stone! I always recommend doing a thorough strategy session for your business before you launch in market so you have a crystal-clear picture of exactly who you’re targeting and what you want your brand to represent.
But, I’d be lying if I said strategies don’t change over time – honestly, this is super normal. From MCo Beauty to Starbucks, we see this happening all the time IRL from brands we know and love, in the form of a rebrand.
I just rebranded One Touch Studio with a new visual identity and stronger messaging to cater to my ideal target audience, and while it was a lot of work, it was certainly worth it! All this to say, there’s no right or wrong time to think about firming up or completely changing your brand strategy – just make sure you do it properly, and don’t ditch the elements of your brand that work.
Signs your brand might need a strategy refresh
If your business is simply ticking along, you might think everything’s fine without a set-in-stone strategy. But if you’re experiencing any of these signs, it’s time to take a step back and reassess:
Your messaging is inconsistent
One day, your tone of voice is playful and cheeky. The next, it’s corporate and stiff. To top it all off, your brand platform (that big ‘hero’ statement that represents who you are to the world) feels totally unaligned with where you want to take your business.
You’re attracting the wrong audience
If your customers don’t quite align with your vision or values, it’s often a sign your branding isn’t speaking to the right people. The best way to rectify this is to give your brand strategy a refresh (or perhaps an overhaul) with your target audience firmly in mind.
Your growth has plateaued
Stagnant sales, low engagement, or a lack of brand awareness could mean your brand isn’t cutting through all the noise in a crowded marketplace. To help your biz stand out, consider refreshing your brand strategy and making subsequent changes to your visual identity, messaging, and more.
Your visual identity feels outdated
Let’s face it – design trends evolve quickly. If your logo, website, or marketing materials feel like a time capsule from a few years ago, it’s probs the right time to revisit your strategy.
Why brand strategy is a game changer
With a brand strategy to guide your every move, big biz decisions should become easy – like, do it in your sleep kinda easy.
But, if that doesn’t convince you, here’s a few more reasons to consider a brand strategy refresh or solidifying your strategy from the jump for your new brand:
Save time and money
With a clear brand strategy, you’ll know exactly who you’re targeting, what to say, and where to show up, saving you from wasting time and money guessing.Connect with your audience, stat
People don’t just buy products – they buy brands that sell them stories and experiences. A strong strategy can help you connect emotionally with your audience, building loyalty and trust.Set yourself apart from the rest
Regardless of your industry, I’m sure competition is pretty fierce. Stand out from the crowd by highlighting your brand’s USPs (unique selling points) – AKA the things that make it irresistible from a consumer perspective.Create consistency
From your packaging to your social media posts, everything you put out for your brand should feel like it’s part of a neat, consistent suite. A strategy ensures all these touchpoints are cohesive and, more importantly, authentic to you and your goals.Plan for long-term growth
Brands with clear strategies tend to grow faster and more sustainably. Why? Because they’ve laid the groundwork to attract the right customers and keep them coming back. They know exactly who they’re speaking to and what they want, and can reflexively grow with consumer needs as the market changes.
The key ingredients of a brand strategy
Now for the best part – what makes up a great brand strategy? I work on strategy with each one of my brand design clients, whether they’re just starting out with The Brand in a Week or planning for the big picture with The Dream Brand.
So, it’s safe to say I’ve honed a pretty strong understanding of quality brand strategy. Here’s what you’ll need to nail down:
Your purpose
Beyond making money, why does your brand actually exist? Maybe it’s to empower small businesses (like me!) or to fill a gap in the market you found through personal experience. Maybe it’s to feed the world amazing sweet treats, or help other brands kill it with snappy copywriting. Your purpose is the heart of your strategy, so you’ve gotta start here.
Your audience personas
Next, figure out who you’re speaking to. Start with the basics like age, gender, and location, and then dig deeper – what are their goals, pain points, and dreams? With my brand design clients, I map out two detail-packed brand personas to really help you direct all your future marketing efforts.
Your messaging
What’s your story, and how do you tell it? Map it all out in your strategy doc, from your tagline to your mission statement, tone of voice, and some captivating examples of how you sound across various mediums.
Your visual identity
Your logo, colour palette, typography, and design elements all need to align with your brand’s personality and appeal to your target audience. If you’re not a designer yourself, I’d always recommend working with a brand designer to make sure you’ve got access to a creative eye and visual consistency.
How to develop a brand strategy
Now that you know you need a brand strategy, and you’re pretty well-versed on the basics of a good one, what comes next? Well, it’s time to turn thought into action and lay down the foundation of your biz. Psst, this is the fun part!
If you’re running a small business and resources are tight, you might be tempted to DIY your brand strategy. While I’m not going to tell you not to do this – I respect the hustle – I’d always recommend engaging with a brand strategist in some way to make sure you’re on the right track. It might seem easy to grab a logo from Canva and call it a day, but if you’re looking for longevity, this isn’t the way to go – in fact, it’s only going to slow you down.
If you’re ready to have someone creative in your corner to strategise, plan, design, and finalise your brand strategy, book in a chat with me – I’d love to learn more about your brand and how I could help set you on the path to achieving all your business goals.