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Why strategy is important in Brand Design!

I spent the majority of last week researching, conducting competitor analysis and putting together a strategy presentation for a current project. And while I was doing this, I was thinking about how important strategy is in ensuring the success of a branding project.

Now, I know that not everyone is interested in adding a strategy stage into their design process, but even a slight inclusion can have a significant impact.

It helps massively in generating ideas and designing a brand that stands the test of time. This is because strategy provides insights into the industry, the client’s business, and the target audience, providing a solid foundation to build upon.

It’s no different to how a house is built on strong foundations to ensure its longevity.

I like to approach Brand Strategy in three sections:

  1. Brand Foundations

  2. Brand Positioning

  3. Creative Direction In this weeks email, I’ll focus solely on the first section, Brand Foundations, which consists of four parts: Purpose: This is why a business exists, what it stands for, and how it helps others. A brands purpose goes beyond simply making money; it encompasses the beliefs and values that drive a business to make a difference in the world. This is important because a brand with a compelling purpose is more likely to gain support and recognition from people. Plus, as a designer, understanding a brand’s purpose will help you define their messaging, visuals, and overall direction of the brand. Mission: A Brand’s mission clearly communicates to the world what the brand does and who it helps. Knowing this as a designer will help you make informed design decisions when creating the brand identity. For instance, designing a logo that incorporates a specific symbol aligned with their mission. Vision: A vision is the businesses long-term objectives and aspirations. It focuses on the impact they aim to create rather than its current activities. This is important because businesses not only need a visual identity that aligns with their current objectives, but one that still does 10 years from now. Knowing this ensures you can design with their future in mind. Values: These are the brand’s fundamental beliefs. They guide how the brand behaves, makes choices, and interacts with customers. This is important because people prefer to use products or services that align with their own values. As a designer, it is also crucial for you to be aware of these, as they can significantly influence your approach to designing a visual identity. For instance, if a brand’s values prioritise innovation for cutting-edge technology, your design approach might incorporate sleek, futuristic elements to resonate with tech-savvy consumers who share these values. By uncovering these, you’ll build a solid foundation in which a strategically backed visual identity can be designed. And if you’re wondering how I collect this information, then watch this video, where I share my full Brand Strategy process! Chat next week, Abi 😊


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