At the heart of every compelling brand strategy, there’s a unifying idea that all elements of the brand elements align with. The best brand strategies differentiate a business from its competition in such powerful ways that the business can effectively lead the market by branding alone.
Strong brands are built on an approach to business that continuously references a clear vision, value system and working culture. As such, our brand strategy consultancy helps define your brand positioning statement, your proposition (USPs), vision and values, tone of voice and target audience – and establishes a creative strategy that expresses a unique look and feel for the brand. One that people will be drawn to, recognise, and ultimately associate with everything you do.
With this in mind, your brand strategy needs to appeal to all stakeholders, including existing and potential customers, press, employees, the boardroom, and even your suppliers. Ultimately, it should guide and support all your marketing, recruitment and retention activity, and provide clarity, context, and inspiration internally and externally.
We love nothing more than getting to the heart of what makes a brand tick, and bringing its standout qualities to life with proven creative clout and deep market insight.
Our tried and trusted approach to Brand Strategy
We want to know as much as possible about your business, and will ask your leadership team big questions from the start, such as why your brand exists and what it really stands for. We probe and challenge in search of detail, insight and perspective, and the compelling truths that will stand you apart.
We’re fascinated by what makes brands unique, and genuinely enjoy this discovery phase as it reveals fresh angles and ignites new ideas. It helps us understand your business, and hopefully helps you see it in new ways, too. Using this as the starting point for a brand strategy puts truth at the heart of the process and ensures superior creative results.
These are the individuals and groups mostly likely to invest in your products or services. As well as factors such as income, occupation, age and location, we also encourage a focus on their professional backgrounds, pain points, business goals, and other qualitative insights that can help you show a better understanding of their needs and engage with them more meaningfully.
For example, it can help you refine messaging to specific audiences, and dial aspects of your brand tone of voice up or down to communicate more personally with them. Profiling your audiences really is a powerful way to identify, attract and retain the people who’ve been waiting for a brand like yours to come along.
Tone of Voice
With a better understanding of your target audience, and a clearly defined vision and set of values, you can develop and apply the distinctive written tone of voice that engages more accurately with your market – and sounds like you talking to your reader about things you both care about. When building a powerful brand, how you say things can be just as important as what you say. In effect, you’re personifying your brand in how you communicate.
Brand Vision & Values
Every brand has a unique vision, and a set of values that informs how it does things… but not every brand takes the time to identify and document them. Doing this as part of a brand strategy workshop is a great way to underline and apply what drives you forward and shapes your brand’s character, and differentiates it. Nailing your brand vision and values creates a firm foundation for your brand, and plays a key role in establishing how you communicate with your target audiences.
Brand positioning statement
A brand positioning statement sums up what your brand does, who for, and how it benefits them, in a short, memorable phrase or sentence. The best brand positioning draws on where your business has come from, where it is now, and where you want it to go. We can help you create a powerful statement that informs and inspires all of your stakeholders.
A brand proposition is you and your business, in a nutshell. It conveys the benefits of what you do, and features your unique selling proposition (USP) – the part of what you do that no one else can offer. Based on what we learn about you, we’ll develop a singular proposition that describes your brand and its benefits, in your tone of voice.
Once the foundations for your brand are in place, we’ll show you how these elements can come together visually and provide a cohesive and compelling brand identity. This will differentiate your brand from its competitors, and include a strategically thought-out colour palette, image styling, graphics, typography, icons, and more.
When updating your identity, we’ll develop a new logo, strapline and typography to complement your next phase of growth. Colours, and how they work together, is a key aspect of brand recognition, too, so we consider Pantones, CMYK and RGB and how they’ll work across print and digital channels. Ultimately, your brand’s new visual language will work seamlessly wherever it appears, and leave lasting impressions.
We love developing joined-up creative that speaks volumes about your brand, and does it louder and clearer than your competitors. Get in touch to discover more.