Updated: Apr 26
If we’re going to work together, we need a strategy.
Once upon a time, I was a freelance designer who would create logos and websites that my clients asked for. Even if it was horribly off-beat. I gave my suggestions and tried the best that I could. But many people seem to think that designers are just a hand that can visually execute an idea they can’t do themselves. Without a strategy this can quickly lead to dozens of revisions; but more importantly can actually end up being an expense rather than an investment.
Why you ask? Well, because we made a pretty logo but thought about what WE liked and not what our client needed. So we made a design that was visually appealing but was incomplete and failed to connect with our audience or achieve our goals.
So what's a Brand Strategy?
A brand strategy is a written plan, which defines your ideal client, your business goals, the attributes of your brand, and analyzes it against your competitors. We use these answers plus additional factors as a guide when making aesthetic decisions about your website and branding identity.
Hold on, I already have a Strategy. I don’t need to do this.
Are you sure? A brand strategy and business strategy are both two different things. A brand strategy streamlines the design process and helps us to align with your goals so in turn YOU can align better with your own clients. A business strategy lists your mission, services, implementation, financial projections and so forth. As mentioned above, a brand strategy goes in a direction that personifies your brand and audience to use as a roadmap for aesthetic decisions.