When brand strategy is done before the development of externally facing creative brand hallmarks, such as the name, visual identity and messaging, you will receive a better return on your investment by designing a brand that’s built for purpose.
But what exactly is a brand strategy? It’s the strategy behind the foundational brand elements and hallmarks that drive consistency for your brand’s external expression.
A successful brand strategy sets the stage for your brand’s creative choices – the things it must do; the things it cannot do; the ideas that will work; the ideas that will not work – to ensure your brand’s message breaks through today’s cluttered and chaotic world.
When strategic choices are in place, creative teams have the exact coordinates for where to dig, allowing them to go deep and find precious material that will help your brand stand out.
Without the foundational and unifying brand strategy, creative teams will likely dig shallow holes in a wide area before settling on something that gets approved but stops short of creating a successful brand that provides an impactful reason for consumers to change behavior.