Branding and Brand Strategy

Brand strategy is the who, what, when, where, why and how of your brand. It uncovers who your audience is, what your purpose is, when you should launch, where you should position yourself in the market, why you exist and how you will achieve your mission amongst many other things. Brand strategy often culminates in visual identity design and if you are serious about growing your brand you should put serious time into it in order to build solid foundations upon which to build.

What brand strategy involves


Your vision is ‘where you are going’. It’s all about how the world will be different if you are successful. It should be audacious, ambitious and bold.


Your mission is all about how you will achieve your vision. It’s what you are doing each day to drive yourself closer to your ultimate goal.


Your values are the things that you hold close to you. They are your guiding principles which you rely on and help others see what you stand for.

Customer Persona

Knowing who your customer is and where to find them is crucial to being able to sell your product or service to them. A customer persona is a depiction of your average customer to keep you focussed on your audience at all times.

Market Research

Knowing your customers is one thing, but you also need to understand the market. Your product or service will exist within a larger eco-system which you need to understand if you are going to be successful.

Growing your Tribe

Once you know your customer, you understand the market and you have a great product or service to sell it’s time to spread the word! Part of your brand strategy will figure out the best way to reach your customers; it might be social media, traditional sales, your website or something else.

Brand Personality

Your brand personality is a set of human characteristics which represent your brand. It helps to set the tone for the messaging, imagery, photography and colours.

Visual Identity

The visual identity is where it all comes together. It’s your logo, colours, typography, illustration style, photography and everything else to do with how the brand looks. Click here to learn more about logo design.

Strap Line

Your strap-line is a short sentence which sums up who you are and what you do. There are a number of different types of strap-line but one of the most famous is Nike’s “Just Do It.”

Elevator Pitch

At some point you’re going to be asked “what do you do?”. Having a few sentences which sum up your new product or service can be incredibly helpful to prolong the conversation, especially if you’re talking to a potential customer or investor!

If you are interested in learning more about brand strategy before you commit to working with a brand strategist, watch this short clip about what a brand is. 

Brand strategy discussing branding on a whiteboard

Fancy a cuppa?

Whether it’s for a small side-hustle or the next Uber, give me a call to discuss what you have in mind. I’d be delighted to help.