What is a brand strategy and why should I have to go through the process?

What is a brand strategy?

A brand strategy is a bit like doing a personality test for your business, and really getting to understand your real vision and purpose. Your brand should be treated like it is a living human being. People are drawn to people because of their personality and the qualities they carry, this is the same as a brand.  It is also to bring out the characteristics of your brand so that your marketing communications will be delivered with personality.


If your brand has personality, it will help people connect with you on a more personal level. So if your brand is a person, what personality would it have? Would it be shy and quiet, or fun and outgoing, or structured and professional?

Benefits of having a brand strategy

  1. grows with you — this means the brand you develop should represent your values and personality well enough that you will not need to redesign your logo every couple of years (which is what happens when designers design a brand without fully understanding the business
  2. your whole team is on the same page — when your vision, values and goals are communicated to your whole team will share that same vision and help communicate that message to your target audience.
  3. eliminates confusion — it provides clarity on what your vision is and ensures that when it comes to marketing, whatever your campaign message is, you will always be consistent in staying true and delivering your brand message.

The Importance of Branding

What is the one thing your brand needs to do? It is to connect with your target audience not just on physical level but on an emotional level as well, because people buy based on their emotions. So if you can connect with your target audience on an emotional level, you will connect with them on a more personal level.  People connect with people based on their characteristics, which is why your brand needs to be treated like a living being.

What Our Brand Strategy Facilitated Workshop Session Covers

Our brand strategy workshop is designed to define and clarify the following areas that are the components that make up a strong brand. It is through this process that we gain a better understanding of what your brand represents, what your values are and most importantly, what your brand’s purpose is, which in turns allows us to create a visual brand that is truly reflective of your brand.

target market / ideal buyers






personality / characteristics

voice / language style

purpose / story

message / tagline



Why Go Through The Brand Strategy Process

There are countless amateur designers in the marketplace offering logo design. The problem with this is that most of these designers do not have the expertise to guide clients through a brand strategy process, hence designing logos based on the environment and stereotypical icons and objects that do not reflect the business’s values or personality. This results in businesses feeling, two to three years down the track, that they have outgrown their logo and are in need of a new one. A well designed logo following the process of a brand strategy does not get outdated. Like a living human being, we change and evolve but we are essentially the same person. A good brand will grow and evolve with the growth of a business, only ever requiring refreshes,  but never a complete redevelopment.