FAQs on Brand Strategy & Design


Here are the FAQs on brand, strategy and design we get asked most often and the answers to those questions. A client’s curiosity leads to clarity, understanding and better work. Ask us anything you don’t see here!

faqs on brand, strategy and design

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.

Explore our brand strategy services

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

Brand assets are the physical and digital components of a brand. Assets include the company name, tagline, logo design, website, messaging, photography, colors, fonts, graphic design (packaging, brochures, biz cards, etc), ad campaigns, videos and more.

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:

  1. DESIGN & BRAND: Is there a clear strategy in place? Will we need to redefine the brand? Who will make decisions?
  2. TECHNICAL SPECIFICATIONS: List any special functions such as shopping systems, navigation structure, forms, registration, donation systems, etc. 
  3. CONTENT: How many pages are planned? Who will write the copy? Will there be photography, video or custom artwork?
  4. DEVELOPMENT: Building the site, ADA & SEO compliance; site launch

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.

Read more in our article here

A brand audit is a comprehensive analysis of a company’s

  • Strengths
  • Weaknesses
  • Opportunities
  • Threats

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.

Learn more about brand audits here

The 3 steps to executing a brand audit

  1. Gather data
  2. Organize and analyze the findings
  3. Create a strategy

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.

Learn more about brand audits here

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. 

Learn more about how to create a Pitch Deck

Here are the 12 slides needed:

  1. Title slide
  2. Problem & Opportunity
  3. The Value Proposition:
  4. The Secret Sauce
  5. Market Opportunity
  6. Competition
  7. Business Model
  8. Market Approach & Strategy
  9. Team & Key Stakeholders
  10. Financials
  11. Traction
  12. The Ask

Get more detail on each slide here

These are the most common mistakes people make when presenting:


  • Be an information dumper
  • Use head-spinning jargon
  • Create way too many slides
  • Design “wordy slides”
  • Overwhelm with product detail
  • Ridicule, vilify or criticize the competition
  • Work on assumptions you can’t back up 
  • Be overconfident or, worse, arrogant 

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!

Learn more about your About Us page and see examples

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


Are you thinking of rebranding? Have a question?

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.

There's no us without you

Are you ready to take the leap?

There's no us without you

Are you ready to take the leap?