How to build a brand strategy
Here's framework to develop a brand strategy as a graphic designer
Building a brand strategy is one of the most critical aspects of creating a strong and cohesive identity for a company or product. Below, I’ll break it down into clear, actionable steps that you can follow to learn more on how to craft a winning brand strategy.
1. Understand the Basics of Branding
Begin by explaining the foundation:
- Brand: It’s more than a logo; it’s how people perceive the company.
- Brand Strategy: The long-term plan to develop a recognizable, meaningful identity that resonates with the target audience.
2. Discovery Phase
The foundation of a strong brand strategy lies in research.
- Understand the Client’s Business Goals:
- Ask: What does the business want to achieve in the next 5-10 years?
- Market Research:
- Analyze competitors. Identify gaps where the brand can stand out.
- Audience Insights:
- Define target demographics: Who are they? What are their pain points, needs, and desires?
Pro Tip:
Use tools like SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) to understand where the brand fits into its market.
3. Define the Brand Core
Help the designer establish the brand’s essence with these components:
- Vision: The big-picture goal.
- Mission: How the brand achieves its vision.
- Values: The principles guiding the brand.
- Positioning Statement: A one-sentence statement that explains who the brand serves, how it’s different, and why it matters.
Example: "We help eco-conscious travelers explore the world sustainably, offering guilt-free experiences through innovative green travel solutions."
4. Create the Brand Persona
- Brand Personality: Is the brand friendly, professional, quirky, or luxurious? Use human traits to define its tone and behavior.
- Voice & Tone:
- Voice: Consistent across platforms (e.g., witty, serious, professional).
- Tone: Adjusts depending on context (e.g., empathetic for customer complaints, exciting for launches).
Exercise:
Use the "This Brand Is Like a..." activity:
Example: "If this brand were a person, they’d be a tech-savvy environmentalist who loves adventure."
5. Visual Identity Framework
- Guide the designer to translate strategy into visuals:
- Logo: Should reflect the brand’s essence.
- Color Palette: Evoke specific emotions (e.g., blue for trust, green for nature).
- Typography: Matches the brand personality (e.g., sans-serif for modern, serif for classic).
- Imagery Style: Determine the type of photography, icons, and graphics to use.
Pro Tip:
Create a Mood Board to experiment with different visual directions.
6. Brand Messaging
Develop key messaging frameworks:
- Tagline: Short, memorable phrase (e.g., Nike’s "Just Do It").
- Value Propositions: The unique benefits the brand offers.
- Elevator Pitch: A concise way to explain the brand’s mission and value.
7. Consistency Plan
Consistency is key in branding. Teach your fellow designer to:
- Create a Brand Style Guide:
- Visual guidelines (logo usage, colors, typography).
- Voice and tone rules.
- Dos and don’ts for maintaining brand integrity.
- Implement across all touchpoints:
- Website, packaging, social media, ads, emails, etc.
8. Set Metrics for Success
Finally, show how to measure the brand's effectiveness:
- Brand Awareness: Track mentions, impressions, and reach.
- Customer Loyalty: Monitor repeat customers and satisfaction scores.
- Engagement: Analyze interactions on social platforms and other channels.
9. Collaborate and Adapt
Encourage collaboration with marketers, copywriters, and stakeholders.
Emphasize flexibility: Brands need to evolve with audience preferences and market trends.
By learning these steps,
You create brands that are not just visually compelling but also strategically aligned with business goals. The result? Brands that resonate deeply with audiences and stand the test of time.
Ready to build your brand? Let’s connect!
Whether you’re starting from scratch or need a brand refresh, I’m here to help you create a brand that truly represents your business and speaks to your audience. Contact me today to get started!
