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  • Judy Olsen

What is Brand Strategy?

Updated: Aug 31

The term Brand Strategy has become a big buzzword in the design world in the last couple of years. But, what is it exactly?


Developing a brand strategy for your business is like drawing out a building plan before you start construction. It acts as a blueprint for communicating who you are.


Your brand strategy outlines how your company will interact and connect with customers, what your purpose is, who your customers are, who your competitors are, how you are different, how you inspire your employees, what your messaging is, and more.


Without one…

  • Your purpose, vision, mission, and values are not well understood leading you to make poor marketing and business decisions

  • You’re flying by the seat of your pants with your marketing and are probably all over the place

  • Your employees can feel disengaged

  • Your brand messaging and appearance is probably inconsistent

  • You probably haven’t established your place in the market


So, what does it look like to work with someone to create the strategy? Well, you can get a peek into our process here. Sometimes you might do a half or full-day intensive workshop with key stakeholders to get at the necessary information. Sometimes an in-depth interview with a stakeholder or two will glean the information needed. Sometimes, a group zoom session or even a questionnaire sent out to stakeholders and followed up with a meeting to discuss results is the answer. Suffice it to say that you will have a lot of questions to think about, discuss, and answer. We take what we learn out of this Q&A and boil it down into your strategy document.


Whether it’s a package design, a logo, a brochure, or a website—there are basic questions we ask because strategy is involved in everything that we design. Who is the target audience? Why do you exist? Who are your competitors and how are you different? What brand attributes are you trying to communicate with this piece? If answering any of these questions gives you pause then maybe you need to take a look at your brand strategy before spending money elsewhere.


Want to know if your brand is hitting the mark? Take our free quiz and find out.



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