What is brand strategy?

Brand strategy is an action plan for a brand to get from point A to point B

– Melinda Livsey

I know that may not sound as sexy or groundbreaking as you may have hoped, but I wanted to start out by giving you the simplest definition.

You have an idea of how you want your brand to be perceived, but how do you get from where you are now—point A—to that vision you want to grow into—point B? That’s where brand strategy comes in.

While this process can take various forms depending on who you work with, I wanted to define what it looks like working with me.

Below I give you a little more detail on my signature offer, the Brand Clarity Deep Dive, but also know that if you’re at an earlier stage of business, my Essential Clarity offer may be a better option.

My Approach

We’ll start by taking a look at your business to get clear on where you are now, where you want to go, and what success looks like for you.

I’ll lead you through my signature process where we deep dive into 4 key elements – Purpose, Positioning, Personality and Priorities – to outline your brand’s success plan into an easy to reference Brand Strategy Roadmap.

• Purpose

  Clarify your brand internally

  Connecting with your vision and core values serves as your North Star when making brand decisions

• Positioning

  Identify where you stand in the market

  Fill the gap in your industry to help ensure you’re the obvious choice when someone is deciding who they want to partner with

• Personality

  Define your brand’s external perception

  We’ll align your internal brand with your external perception by unlocking what makes you unique and how you can share that with your audience

• Priorities

  Outline your brand’s success plan

  We’ll put together next steps to implement what we’ve learned and keep momentum going

Strategy & Messaging /

Brand Clarity Deep Dive

In my signature offer, I guide you through a series of 1:1 targeted workshops where we uncover insights about your business, your audience and what aligns the two in a common vision. Together we will:

• Craft your unique brand story so your clients always have something deeper to resonate with

• Clarify your vision and core values so you always have a starting point when making decisions for your brand and business

• Uncover your positioning in the industry and what truly makes you stand out

• Define your ideal client so you always know who you’re talking to and how to best deliver your message to them

• Outline & prioritize goals so you know what steps to take and where to best invest your time and resources

My approach is to define who your brand’s audience is and really get to know them. What they are looking for, what they need from you, what they risk if they take no action and ultimately, how you can best provide and be seen as the best solution for them.

We want them to feel that immediate YESSSS! when they learn about your brand and read through your services because at that point, deciding to hire you is pretty much a no-brainer. We want them to feel instantly connected with you and your brand and feel that you’re able to understand them.

Peek at a virtual workshop with one of my clients

The Roadmap/

Your Customized Success Plan

When you gain clarity on why you started your business, what you believe in at your core and who your ideal client is, it’s much easier to define your next steps.

You’ll walk away from our time together with an unbiased outside perspective on your brand, insights & strategies to tackle your challenges and clear documentation of everything we went over during our workshop, in the form of a succinct Brand Strategy Roadmap (PDF). Depending on your specific brand goals, this could include:

• Goals, Vision and Success Metrics

• Core Values / Guiding Principles

• Mission Statement

• Positioning Statement

• Brand Personality

• Brand Archetypes

• Brand Voice & Tone

• Brand Communication Strategy

• Messaging Examples

• POV Statements

• Content Pillars

• Offer Structure / Sales Flow

• Competitive Analysis + Key Learnings

• Ideal Customer Profile

• Customer Journey

• Tagline Exploration

• Visual Inspiration

• Potential Strategic Partnerships

• Prioritized Action Plan

For some, a lot of these keywords are more familiar than others, but in a nutshell, we want to understand how clients get to know, like and trust you so we can create a brand success plan to gain awareness and clearly differentiate yourself from others in your field.

Don’t worry, we’ll have check-ins during and after our workshop so that we can ensure everything in your roadmap aligns with you and your business!

Because just as important as you understanding your audience, we want to make sure we’re finding golden nuggets about your brand that leave you feeling confident and aligned with the direction your brand is going in.

We want to uncover any areas of your brand that can benefit from additional clarity so that you have guidelines to reference in any moment of indecision.

“I live by that roadmap. It gives me clarity, direction and movement/action. If I need to make decisions and it falls within the roadmap, it’s a go, if it doesn’t it’s a no. Total time saver.”

— Jackie Janiec

Beyond the Workshop

With your Roadmap in hand, you can continue to grow with confidence and create the change you’ve been wanting to make in the world! All backed with an informed and clear plan.

But what’s next?

It depends on you. I offer optional add-ons to customize our work together to your needs. These can include:

• Enhanced Client Journey – We’ll also review each step of your client’s path working with you to ensure they walk away with an unforgettable experience

• Signature Identity Design – I’ll help you craft a logo, color palette, typography system and branded elements to visually represent your brand

• Implementation Support – Integration is key and so is having support along the way, I offer my clients 1:1 brand consultations & accountability as your business continues to grow and thrive

You transform your client’s lives with your passion and expertise, let me transform your branding!

As a fellow business owner, I value investing time and money wisely. If you’re curious about what working with me could look like for you and your needs, let’s hop on a call to discuss your goals and ensure working together is the best solution to help get you there.