Let’s define & differentiate brand strategy and brand identity
Last month, I shared some tips on finding the right designer to help craft your brand. I'd like to build on that by defining what a brand is, what brand identity is and — the big idea, those prominent buzz words — brand strategy.
Let’s start with the difference between a brand and brand identity.
A brand is defined by the way you feel when you interact with or purchase from said brand. Think Starbucks: You go in for your vanilla latte and walk away with a sense of community and connection. You’ve just treated yourself to one of your favorites; it’s consistent and comforting. That, right there, is the essence of a brand.
Brand identity is the aesthetic made up of the brand’s colors, fonts, logos and patterns.
IN SHORT, YOUR BRAND IS WHAT PEOPLE SAY ABOUT YOU, AND YOUR IDENTITY IS ALL OF THE VISUAL ELEMENTS.
Now, let’s talk about brand strategy. Brand strategy helps you speak directly to your audience. It’s the plan for how to build the brand your customers want. If I were to say “Hey (name), I know you're building a business — and that can be exciting, exhausting and downright lonely at times. Let me help you strategize about your client, your message, your values and your visuals – together, we can build your dream brand!” Would you say, “Holy crap. YES. Let’s do it.” or “Nope. Don’t need the help.” The first answer is that of my ideal client, and the second simply isn’t.
Here are three items that help build brand strategy;
Getting clear on your audience is essential. You really need to get to know them, what they need and how to connect with them in a way that resonates with them (and converts them into customers for you).
Setting goals for your brand such as: brand awareness, loyalty and equity. This might look like setting a goal for more awareness — which means you need to show up where your clients are (ie. Instagram, Facebook, LinkedIn, pop-up shops, networking events). Being consistent helps build trust and helps them to remember your brand when they need you!
Outlining your brand foundation with the values, traits and vision that set you apart from your competition.
Every time you go to make a decision related to your business, you can assess a few questions: Is it going to get me closer to hitting my goal? Does it fulfill the needs of my clients? Is it in line with my brand values, purpose and personality? If the answer is “yes” all around, know you’re on the right track!
