Perhaps an unfamiliar term to the average entrepreneur, brand strategy is key to the success of any business. Brand strategy is the scientific art of staking out your territory in both the eyes of your competitors and in the minds of your consumers. It involves finding an unmet need in the marketplace and positioning your company to occupy that gap, all while making genuine connections with customers and fostering a steady internal culture at your company.
At BrandShine, our strategy process is composed of five major parts:
We explore your existing brand and analyze your perceptions about your company's past, present, and future. Then, we work with you to refine and solidify the way you talk about your company, your product or service, and your ideal customers. These insights will guide our creation of your internal brand guidelines, which will in turn act as a map for your business culture, decisions, and innovations for years to come.
We evaluate the market and identify the strengths, weaknesses, threats, and opportunities present among your competition. How will your brand differentiate itself and stand out?
We conduct extensive analysis of your target market in an effort to deduce key insights related to what your ideal customers desire, how they feel about your competitors, and what they're looking for in a brand like yours. These insights help you connect with your customers on an emotional level and inspire the creation of your brand persona. This research also provides guidance for future marketing efforts in the form of a customer journey outline.
This is where the magic happens. Remember how we uncovered key insights about your audience, their desires, and the gaps in the market in the previous steps? Now, we put our brand strategy expertise to work as we provide you with innovative concepts, unforgettable brand traits, and creative counsel to help you carve an ideal position in the market and in your customer's minds.
Humans build relationships with humans, not faceless businesses. We help you leverage your audience's psychology by crafting an engaging human personality for your brand that aligns with the needs and expectations of your target market. As we develop your brand persona, tone guidelines, and messaging framework, your brand will come to life and forge connections with your customers in exciting new ways.
Brand strategy is the foundation of the visual identity, the copywriting, and the website design of your brand. It's a roadmap to the success of your business.
When you're ready to spark your brand's rise, book a discovery call with us.
The final deliverable for the Brand Strategy and Visual Identity processes is our signature BrandForge Guide, completely customized for your company. Your team will get access to a password-protected online brand compendium, stylized with your new brand colors, fonts, and imagery. It's easy-to-navigate, mobile-friendly, and completely digital (no trees needed!).
This guide is far more complete than what you would receive from most other branding agencies. Inside your BrandForge Guide, you will find an ingenious and comprehensive strategy— a roadmap for your brand:
Comprehensive copywriting that solidifies your company's internal brand and core philosophies, as well as your higher purpose goals and impact.
A competitor audit analyzing the offerings, messaging styles, design choices, and vulnerabilities of your top competitors.
An extensively researched Audience Persona that outlines your ideal customer and helps you connect with them.
A Differentiation Strategy and Positioning Statement that stakes your position in the marketplace, often forged by our strategic insights.
A Brand Persona, including personality, tone, and vocabulary guidelines, as well as a mood board for your brand.
A Core Messaging Framework to act as a marketing playbook.
A Brand Story/Buyer Journey composition that walks you step-by-step through your audience's mental and emotional journey surrounding your brand in great detail.
If desired, a new strategically-inspired name for your company and a new tagline and hook.
Your new visual identity, including a style guide.