Brand Strategy Guide
The brand strategy encompasses the entire brand experience, such as the visual identity, messaging, interaction with consumers, and thoughts and feelings associated with the product or service.
The brand strategy answers key questions about the brand. The process includes data-gathering, question-asking, and soul-searching. Take inventory of your brand to understand how your business helps people. Once you identify key aspects, you can formulate the best strategy to reach and engage with an audience.
Identity Phase:
Answers the following questions: who you are, what you do, and how you do it.
1. Discovery Phase:
Gather information through a client questionnaire or client brief.
*includes — customer/client demographic, competition, characteristics, and creative considerations.
2. Design Phase:
Create visuals that inform and elicit a feeling.
*includes — keywords, moodboard, design style, design philosophy, design concept.
3. Delivery Phase:
Execution of branded elements and brand in context —
*includes — primary logo, secondary logo, logo marks, font system, color palette, patterns, imagery,
print design, digital design, package design
