A brand is a collection of thoughts and feelings people have when they interact with your company. A brand is seen as the reputation, character, and personality of a business or product. Once established, a brand is a company’s most valuable asset. Thinking of rebranding?…read this first.
It is a documented strategic plan for how you and your team will articulate, execute and promote your brand. It includes how you will approach design, physical and digital brand assets, language, voice and marketing. A clearly defined brand strategy inspires and unites staff, creates loyal customers and contributes to business growth.
In short, the 3 steps to creating a brand strategy are:
1. Gather information and inspiration: Conduct a competitor audit; have conversations with clients, leadership and staff to define your purpose, values and culture.
2. Define the brand strategy concept in words, images and design to create a visual and verbal story.
3. Execution: Apply the strategy to your website, print collateral, copywriting, social media, ads, and more. Read more about how our rebranding process can reignite your business
A brand strategy clearly defines the purpose, value and magic of a company and lays out the plan for executing it. Employees who understand the strategy experience a sense of loyalty, belonging and satisfaction. Customers feel more connection and trust. A brand must stay consistent over time to retain relationships. Without a road map, companies lose their way.
A Brand Identity is made up of the tangible assets of a company, including the logo, colors, fonts, icons, packaging as well as the tagline. Consumers associate these visual elements with a particular brand. Think Tiffany blue and Coca-Cola red for example.
A logo is a visual brand asset—the company “mark”. It is more widely used than any other single element of a brand. But a brand is the reputation you earn through the public’s interaction with your messaging, design, taglines, website, brochures, ads, emails, presentations and much more. Read more about why a brand strategist is a smart business investment
A brand’s “position” is the place a brand holds in the market. In other words, how the brand differs from competitors, and specifically why. Once established, it is untouchable, defensible and extremely valuable.
Tagline is another way to say “slogan.” It is the verbal articulation of a brand’s purpose, value and personality using just a few words. Famously, “Just Do It” and “Think Different” are aspirational, memorable, and describe the company’s mission…in just 2 or 3 words! Learn more about what a tagline is and how to write one
Many factors determine the cost of a website design and development project. The 4 main areas to consider in budgeting are:
As a rule of thumb, estimate about $1000 per page. Being prepared when you talk to an agency will help to get an accurate quote.
A brand audit is a comprehensive analysis of a company’s
to business growth. The results of an audit reveal the TRUE VALUE of a brand. It identifies a brand’s promise, most pressing issues and greatest market opportunities. A growth strategy can be developed from this vital information.
The 3 steps to executing a brand audit
Then, organize the information according to purpose, value, market and operations. This can shift every aspect of your company’s marketing efforts by creating a strategy based on real, emotional customer needs and your true value.
An investor Pitch Deck is a collection of 12 slides created specifically to show investors the magic of your product, how it solves a problem, the market opportunity and how you are the one to make this happen. The purpose is to spark interest, not overload with information.
Here are the 12 slides needed:
These are the most common mistakes people make when presenting:
Your About Us page is visited by many types of visitors who want to find out more about you. Here is where companies clarify their purpose, culture and values. Today’s online audience has a well-honed BS meter. Stiff, formal corporate language, cheesy stock photos and industry jargon turn them right off. Be yourself!
Show your personality, tell your story, what motivates you, your mission and what you care about. This is how you humanize your brand and create a bond. Include real photos, stories, profiles and news. Have fun with the design, there are no rules here. Be creative! See some great examples here.
“I’m always looking, and I’m always asking questions.”
~ Anne Rice
Let’s have a conversation about how to grow your business. We’ll look at where you are and where you could be, then create a brand strategy that opens more wallets. Successful, enduring brands “Think Different” and “Just Do It.” You can too.