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10 Aspects of Brand Strategy Simplified for Small Businesses
We’ve talked to countless entrepreneurs who jump straight into designing a logo without a brand strategy. These entrepreneurs fall into two groups: those who didn’t know they needed a brand strategy, often because they got their logo from a cheap freelancer, like ordering takeout: “I need a logo, here’s my business name and nature of business.” And those who felt overwhelmed by the word “strategy,” thinking it was too complex or expensive.
We’re here to tell you two things:
1. Logo design is not the first step in building a brand; it starts with strategy
At the very least, define your brand personality before your designer starts sketching. A real logo designer will tell you that brand strategy is essential because it guides design decisions. Without it, your designer has nothing to visually communicate. You might get a beautiful logo, but it could fail to convey your brand's message. It’s like giving a speech to hundreds without knowing your topic.
2. Strategy doesn’t have to be expensive or overwhelming
While it might cost more to hire professionals, you can do it yourself if funds are tight.
10 Aspects of Brand Strategy and How to Create Your Own
1. Purpose Statement: Define why your brand exists
This is your "why." Why did you start this business? What change do you want to make in the world? Your purpose is the foundation of your brand and drives everything you do. For example, Patagonia’s purpose is to build the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis.
2. Vision Statement: Outline what your brand aims to achieve
Your vision is where you want your brand to be in the future. It’s aspirational and serves as a guide for your brand's long-term goals. Think of it as your brand’s North Star. For instance, Tesla’s vision is to create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.
3. Mission Statement: Commit to what your brand stands for
Your mission is what you do every day to achieve your vision. It’s practical and actionable. It’s the promise you make to your customers. For example, Google’s mission is to organize the world’s information and make it universally accessible and useful.
4. Values: Establish how your brand conducts business
Values are the principles and beliefs that guide your brand’s behavior. They influence your company culture and how you interact with customers, employees, and the community. For instance, Zappos values delivering WOW through service and embracing and driving change.
5. Customer Persona: Understand your ideal customer and their journey
Creating a customer persona involves researching and identifying the characteristics of your ideal customer. This includes demographics, behaviors, and needs. Knowing your customer helps tailor your brand’s message and offerings to meet their needs.
For example, if your target audience is from lower economic profiles, using a sophisticated voice might not resonate well with them. One of our prospects struggled with brand awareness and engagement for this very reason, despite being in business for 10 years.
6. Competitor Analysis: Identify strengths and weaknesses of other brands
Analyze your competitors to understand what they’re doing well and where they’re falling short. This insight helps you identify opportunities and threats in the market, and to differentiate your brand.
Take note of how competitors position themselves and what their customers appreciate or criticize. This can help you refine your strategy and carve out a unique space for your brand.
7. Position Statement: Clarify how your brand stands out
Your position statement defines how your brand is different from your competitors and what unique value you offer. It’s a concise statement that captures the essence of your brand. For instance, Southwest Airlines positions itself as the low-cost airline that provides friendly and reliable service.
8. Brand Personality: Identify traits that define your brand
Your brand personality is the human characteristics that your brand embodies. Are you fun and quirky, or professional and serious? Defining your brand personality helps create an emotional connection with your audience. For example, Old Spice has a bold and humorous personality.
9. Core Message: Determine the concept driving your brand’s communications
Your core message is the primary idea you want to communicate to your audience. It should be clear, compelling, and consistent across all your marketing efforts. For instance, Nike’s core message is about empowerment and motivation, encapsulated in their tagline "Just Do It."
10. Brand Story: Craft the narrative you want to tell with your brand
Your brand story is a cohesive narrative that encompasses the facts and feelings created by your brand. It should be authentic and engaging, telling the journey of your brand and how it came to be. A good brand story connects with your audience on an emotional level.
For example, Angkas, a ride-hailing app in the Philippines, ran a campaign featuring their real riders, sharing their stories and experiences. This approach made the brand relatable and triggered emotions, connecting deeply with their market of everyday, common people.
Only when you’ve covered these ten aspects should visual identity development start. Your strategy is crucial for guiding your designer to visually express your brand effectively.
Remember, branding is ongoing and involves more than just visuals. It’s about creating a memorable experience for your customers. For more insights into building your brand beyond design, check out our blog weekly.
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