The Entrepreneur’s Guide to Brand Strategy
In 2024 we hope to see many more people build new businesses that they are passionate about. To help you get started we’ve put together this a series of checklists to help you prioritise those vital initial stages.
Before developing a visual identity, it's crucial to establish a comprehensive brand strategy. This involves defining various aspects that shape the brand. Scroll down to discover the crucial steps to create a brand strategy.
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1. Brand Purpose and Values
Clarify the fundamental reason for the brand's existence and the values it upholds to resonate with consumers who share similar values.
2. Target Audience
Identify and understand the target audience. Know their demographics behaviours, preferences, and needs to guide brand communication and connection with its audience.
3. Brand Positioning
Determine the brand's unique position in the market. What sets it apart from competitors? Clearly articulate the brand's value proposition and its benefits to consumers.
4. Brand Personality and Archetype
Define the brand's personality traits and choose an archetype that aligns with its character. This influences the tone of communication, visual elements, and overall brand experience.
5. Brand Mission and Vision
Establish a clear mission statement that outlines the brand's purpose and a vision that describes its long-term aspirations. This helps guide decision-making and creates a sense of direction.
6. Competitor Analysis
Conduct a thorough analysis of competitors to identify strengths, weaknesses, opportunities, and threats. Understanding the competitive landscape helps the brand position itself effectively.
7. Messaging Strategy
Develop a consistent and compelling messaging strategy. Clearly articulate the brand's key messages, taglines, and brand story. Ensure that these messages align with the brand's values and resonate with the target audience.
8. Brand Voice and Tone
Define the brand's voice and tone. Whether the brand adopts a formal, casual, or friendly tone, it should be consistent across all touchpoints to create a cohesive brand image.
9. Brand Touchpoints
Identify all touchpoints where the brand interacts with its audience. This includes physical locations, online platforms, customer service, and marketing channels. Define how each touchpoint should reflect the brand consistently.
10. Visual Identity Guidelines
Develop guidelines for the brand's visual identity, including logo design, colour palette, typography, imagery style, and graphic elements. These guidelines ensure consistency across various applications.
11. Customer Journey
Consider the overall brand experience that customers will have. This includes the purchase process, product/service usage, customer support, and post-purchase interactions. A positive brand experience enhances brand loyalty.
12. Market Trends and Adaptability
Stay informed about current market trends and be adaptable. The brand strategy should allow for adjustments to stay relevant and responsive to changes in consumer behaviour and market dynamics.
By thoroughly addressing these key areas, a brand can develop a strong foundation for its visual identity, ensuring that the design elements align with the broader brand strategy and effectively communicate the desired brand image to the target audience.
