What is brand strategy?
Brand strategy is something that’s often misunderstood. Maybe because there are so many other terms that involve the word brand. Often I’ve found people’s minds jump to branding — logos, fonts, colors. That’s a brand guide, but a brand is so much deeper than that.
Think of a tree. To our eyes, all we see is the trunk and branches and leaves. But there is a whole ecosystem just below the surface. And the roots of a tree, though unseen, are what gives a tree strength and nourishment.
What’s above the surface reflects the integrity of what’s below it.
At it’s simplest level, brand strategy consists of two pieces: you + who you serve. Knowing who you are, why you exist, your brand values, your brand promise. These are all the first piece of your brand strategy. The second is you audience — who you serve and how you help them better their lives.
Together, these form the roots of your tree. Having a well thought out and authentic brand strategy makes everything else that comes after easier and more effective.
Ever struggle with knowing what to do next? Or wonder if your energy is going to be well spent? Or feel underwater trying to post all the time?
Well, you’re not alone. In my experience, these are really common problems. But the good news is that brand strategy is uniquely equipped to improve each of these.
By knowing who you are and who you serve — not just some vague sense of it, but a clear and compelling picture put into intentional words — you’re going to take the burden off your branding and your marketing.
Brand strategy eats sales for breakfast.
Hate hustling for the next sale? Despise even the idea of being salesy? Again, you’re not alone. And brand strategy has the power to deliver you from the purgatory of sales. It’s the key to building a heartfelt brand. Think about it. When a brand draws you and gives you something unique, you want to stick around. You’re often eager to stick around, to see what’s next.
Let’s take a powerhouse brand in the business-done-different space: Patagonia. How much do you enjoy picking up a new piece from them? And are eager to see what new film they’ve made? They are a brand with strong roots. They know who they are, who they serve, and they stay on mission. And because of that, they’re easy to be around.
Take Patagonia for example. They are a brand with strong roots. They know who they are, who they serve, and they stay on mission.
Want to know more? I want you to lead a more meaningful, less frantic work life. And I believe in the power of brand strategy to do that. When you pay for a workshop here on Creative Voices, you get my attention on you and your work because every class is live and ultra ultra small. And I want the information to be available to anyone who wants to learn.
Rather than charge a smaller (but still a lot) fee for pre-recorded classes, I’m giving them away on YouTube. Coming next week is Lesson 1 in a new format for us — classes. First up, it’s Brand Strategy 101. Learn the basics with thoughtfully crafted lessons and a worksheet for guided exercises.