Brand Strategy is a big umbrella name for the various elements of brand positioning. Larger brands typically have something already defined, but perhaps it's not cutting the mustard or a startup that needs everything from scratch. 

 

In both scenarios, my work starts with building insights, determining and defining the target audience - their motivations, behaviours, and challenges. 

Sitting alongside this, I will research the sector, market climate, and key trends that may influence the future. Digging deep into the brand DNA - the crossover of these elements enables me to provide guidance and consultation on where the brand should be heading. 

 

For these reasons, my work must be done in collaboration. It's a collaboration between key stakeholders and myself to ensure that the whole picture is considered and guides the outcome. 

 

This will manifest under these sections: 

Objectives, Vision, Insight, Targets, Target Audience, Purpose, Mission, Value Proposition, Values, Brand Promises, Tone of Voice, Messaging, and Visual Positioning. 

 

I'm a creative strategist, so I work with positioning territories that I will bring to life with visual positioning. These are used as a guide to inform agencies and other designers of the direction of the brand visual, providing that golden thread and a seamless transition from the strategy to the creative again. 

 

We all talk about omnichannel marketing, and there is a reason that is so vital to consider at the strategic phase. Creating messaging layers across different channels ensures market penetration and salience. Long gone are the days when a one size fits all communication strategy is considered the most impactful. It's about being clever with your communication layering to reach your audience wherever they are.