Modern brand design is more than just pretty aesthetics. Branding that is rooted in strategy has the ability to propel a business forward, creating connection and bridging the gap between a business and its consumer in ways merely good design never could.

Brand strategy is foundational
A brand strategy is built on the who, what, where, and why of a business. It summarizes a company’s mission, brand adjectives, ideal audience profiles, and overall visual identity. It helps define what sets a company apart from its competition and keeps a business consistent, helping to define everything from a company’s presentation to the way its team members work.



But most important, a well-made brand strategy is crucial to the growth of a business. In fact, according to a 2019 Lucidpress study, a company’s revenue is likely to increase by up to 33 percent with a consistent presentation of its brand identity, while inconsistent branding will damage a company’s reputation, according to 18.6 percent of people interviewed.

A good business owner understands that creating a lasting first impression on your ideal audience is important. Creating a good first impression starts with brand strategy and ends with brand visuals, brand voice and brand interaction.

The absence of a brand strategy trickles down into all other aspects of a business, making it a crucial part of a company’s overall success. A brand strategy acts as a solid foundation for everything that comes after it, creating predictability that in turn bridges the gap between a business and its consumer.

Related: 5 Steps for Making Your Brand Identity More Consistent

What makes a brand strategy?
A brand strategy starts with a brand designer whose work typically begins with a client questionnaire, a client call, and client research. These initial steps give the designer a closer look at a business and its owner so that the strategy they put together is relevant.

The most important insight gained during a client questionnaire is the who, what, where, and why of a business: Who is this business intended for? What is it that they do and what problems do they solve for their audience? Where are they located or where do they conduct business? Why does the business or owner do what they do?

Once the questions above are answered thoroughly and are clearly understood by the designer, the designer uses both the client’s answers as well as market research to put together an in-depth brand strategy that covers everything from a brand’s mission to its visual descriptors.

A completed brand strategy pulls everything together in a... read more>>>https://www.successdigestonline.com/creating-a-brand-identity-that-competes-and-compels/