Understanding Brand Strategy
Before we dive into building your brand, let’s clarify what strategy actually means. A strategy is a structured framework designed to achieve a specific goal. It does not focus on the finer details but provides a broad overview of the entire plan.
A brand strategy is, therefore, a comprehensive plan that outlines the unique experience a brand aims to deliver to its customers. This document is crucial as it forms the foundation for:
- Marketing
- Sales
- Product development
- Human resources
- Customer service
Each of these elements follows the brand strategy to develop specific tactics to achieve overarching goals.
Think of it Like a War Strategy
In battle, the overall strategy might be to distract the enemy and attack when they are unprepared.
The president communicates this strategy to the generals, but it’s up to each commander to determine the best way to implement it—this is where tactics come into play. Similarly, a brand strategy provides the vision, while different departments execute it through tailored actions.
Even for personal brands, every decision should align with the bigger picture of the brand’s purpose.
Exercise: Gather everything you currently have about your brand and document it. This will serve as your brand manuscript, helping you define who you are, why you exist, and what makes you different.
Creating Your Identity
We all carry identification cards that allow others to recognize us. Similarly, a brand needs clear markers that make it instantly identifiable.
Your brand identity consists of specific elements that distinguish you from competitors and make you memorable.
Key Elements of a Brand Identity System
1. Logo & Name
These are the first things people encounter when interacting with your brand. A good, brandable name simplifies the branding process by translating well into a strong logo and creative communication.
Pro tip: Even a personal brand can benefit from a well-designed logo.
2. Color Palette
Owning a specific color (or combination of colors) in your industry strengthens brand recognition. For example:
- Coca-Cola dominates Red/White
- Guinness is associated with Black
- MTN owns Yellow
- Orange is synonymous with Orange/Black
Your goal should be to become identifiable by color alone.
3. Typography
Another branding element that reinforces identity is the consistent use of fonts. Think of Coca-Cola’s script font—most people can recognize it instantly.
4. Brand Tone & Voice
This is one of the most overlooked aspects of branding. Your brand voice determines how your brand communicates and resonates with customers.
Ask yourself:
- What kind of personality does my brand have? (e.g., inspiring, fun, smart, professional)
- How do I want people to feel when they interact with my brand?
- What language and tone will best reflect my values?
Your brand’s tone should be consistent across:
- Your tagline and slogan
- Social media and blog posts
- Customer service communication
- Marketing campaigns
- Public relations and press releases
Your brand voice shapes customer perception and loyalty. Think about the last time you refused to buy from someone because of how they spoke to you—tone matters.
Exercise:
- Research color psychology and choose a color that aligns with your brand’s core values.
- Choose a brand name that is easy to remember and repeat.
- Identify a tone that fits your brand personality (researching brand archetypes can help).
By following these steps, you’ll set the foundation for a strong and recognizable brand that attracts and retains customers.
Klein Socrates
Branding and Marketing Strategist
