Branding and Strategy

Your brand tells people everything about you. It covers everything from what you want your logo to look like, the colours you use on your website, or your typeface fonts, to your tone of voice on social media and even how you answer the phone. It encompasses your company’s values and beliefs. Think of all the brands you love and why you love them. They probably have a few things in common. They all have a strong identity – they know who they are, what they stand for and where they are going. They also make you feel something; whether that’s through humour or an incredible backstory or adventure – they all make us feel something. And most importantly, they know what problem they solve for you, the customer, or what action they want you to take.

In the best brands, that identity runs through everything they do. You know instantly when you see an advert or a sign or a social media post what you can expect from that brand. You already know their brand position and brand messaging!

So, for example, if you take a brand like Beavertown Brewery, their cans are instantly recognisable as having bright, cartoon-like creations on, they have an arty, punk edge. Customers buy into the disruptive, cool vibe of the brand, as much as they do the beverages themselves.

The best brands marry up their unique selling point, with their values and their tone of voice. They are original and unique to the product or service. Let’s face it, not every brand has to be cool or edgy, but they need a strong identity. They need to know who they are, what they are selling, what solutions they provide for customers, who their target audience is and how to reach them. Your brand identity should run through all of your communications.

A strategy is a guide as to how to use your brand and your unique story in the most effective way. Think of it as a blueprint for success going forward. Once your brand and story are in line, the strategy helps you roll that out to different audiences to help you achieve your goals.

I can help you:

Put your story at the heart of your brand (as part of a PR project or campaign.)
Revamp your existing brand to get it in line with your story and values.
Analyse current branding (what’s working and what isn’t,) and create a brand strategy document to help you plan your communications going forward.
Create a brand strategy roadmap to success.