Strategy & Brand Expression. You Need Both For A Successful Brand.
Strategy & brand expression. Good branding is not just a logo with a few variations. The word ‘brand’ is not only associated with how your business present itself visually. It’s also a strategy behind that. In the article, I will explain what you need to think about when building your brand, starting with the core – which is brand strategy.
Brand strategy
Brand strategy is a core (root) of your brand. It’s divided into internal branding and positioning. Internal branding is about your idea (what is your brand about?) and positioning is where it should sit along other brands.
Purpose, Mission & vision
The purpose is the reason, why you’ve started your business besides the income. A vision is where you see your brand in the future. The vision is not necessarily about what you can achieve now, but what you want (it’s more about your dream). A mission represents steps which you’re going to take to achieve, or, become as close as possible to your vision.
Brand values
Brand values are about your brand behaviour. They’re principles and beliefs, which guide the brand through.
Positioning
It’s all about your audience and competitors. Positioning is placing your brand in a good spot.
Your audience and perfect client persona
Your audience is the most important people for your brand. To define them, you need to create a perfect client persona and discover how can you help them and what you can do to catch their interest.
Competition and what makes you different
Research of your competitors is an important step in creating your brand. You need to differentiate yourself from them. Consider how you scale your market. Is it going to be international or more local business? Check what people around do.
Brand expression. Visual Brand identity
Brand expression is a visual way to express your strategy and make your brand appealing to the future clients.
It’s not just a logo, but a consistent brand image, created by: the way you communicate with the client, your brand voice, core message, visual elements (like a logo, key visual, social media design etc.) Logo itself is important as it represents your business and strategy.
Brand voice and personality
Both are the essence of how the clients will perceive your brand. It’s about emotions, feelings that are connected with your brand. It could even be the smell, which could be your brand signature.
The way you communicate
The way you communicate is a verbal form of your brand personality expression. What is your tag line, what kind of words you’re using. It is also about your core message and a brand story that will make a connection with the clients.
Visual Expression, Visual identity
This is a surface of your brand. It’s all about how your brand look. Brand visual identity, including the logo and brand book it’s a fundament for other elements, like website or print.
How can I help you?
By investing in branding, you’re investing in your growth. With strong fundaments, you’ll look professional and gain confidence.
Are you ready to start your brand?
Get in touch contact@artphysis.com