Brand Strategy is the process of defining a brand on paper before designing the experience you will send your customers through. This process requires both a microscopic view as well as a telescopic view.

The microscopic view is looking deep into a brand and understanding what currently exists.  In this stage, you should perform and an audit of marketing materials, competitors, language, tone, colors, fonts, etc.  It also includes understanding what perceptions currently exist in the marketplace by listening to employees, shareholders, customers and anyone else effected by the brand.

The telescopic view is about looking far into the future.  What does the company/brand look like when everything happens as it should.  Who are your customers?  What are they saying about you on Twitter?  What does the internal culture feel like?  What is the kind of return that shareholders are getting?

Once these two are clearly understood and defined, the unique mix provides an understanding of what exists today coupled with what could be in the future.  Once both points are marked and understood, the process of designing a path to the destination is much easier.

Back to Blog