Why Brand Strategy Matters
Without a strategy behind your decisions, your brand is guesswork. It's random decisions about a logo, colors, and messaging, that may or may not connect with anyone. The strategy is the foundation for your success. It defines who you are and who you are for, it provides a plan for the business—allowing design & messaging to become the bridge that connects you to your audience. It's identifying what problem you are solving, who your competition is, and how you can position yourself in a better fashion.
Belief Systems Beneath The Surface Of Every Brand
Nike Doesn't Sell Shoes
Nike doesn't sell shoes, they sell a dream. They sell a belief system. Anyone trying to improve themselves, be a little bit better than yesterday — that's who Nike is for. For anyone trying to win at something in life. The brand is built around the identity of the athlete. They are for the people who "Just Do It". Because the strategy is so clear, the design, marketing, products, and storytelling all move in the same direction. Full of grit and perseverance, the look and feel are directly transferred.
Apple Says "Think Different"
One of the most influential and successful campaigns, that quite frankly saved the company, was Apple's "Think Different" campaign. At the time their computers were not the best choice based off of technicals and features. So instead of focusing on where they weren't the best, they instead shifted the focus to the belief system they endowed. For the creatives, the rebels, those who were going to change the world, those who think differently, went against the grain. When you buy an Apple product, you aren't getting a piece of fancy electronics, but rather the identity of someone who goes against the norm, against the crowd. The strategy behind this positioning is the very reason Apple is still around today and wildly successful.
Design Without Logic or Reason is Decoration
Sight is our most trusted sense for forming first impressions. It's how we evaluate trustworthiness and navigate the world. A recent study showed 80% of environmental perception is coming from vision.
So if sight is how we navigate the world around us, why would we not be investing more into the design of our business and products? The visual aspect. Take a look at the image we created (above). Think about what kind of designs will speak to each person. Who are you trying to connect with? What type of aesthetics connect with those people? Are they minimalists? Do they like elaborate designs? More chaotic?
This is where the strategy starts to hold more weight. If we know that our target demographic is, we can create designs that speak directly to them and catch their attention, connect with them. Formulate messaging that speaks directly to them. Design becomes the bridge between you and your audience.
If You Are Selling To Everyone, You Are Selling To No one
When someone can recognize themselves in your brand they will make that emotional connection and buy in. We interact with so mant different brands on a day to day basis that if you aren't direct and strategic behind your brand, then chances are you will be immediately overlooked. The average attention span of an adult human being is 8 seconds. When someone lands on your website or comes across one of your advertisements, you don't have the time to waste. You need to be able to establish an immediate connection.
When you say you are for everyone, then you are in fact for no one. Because a confused mind says no. A mind that cannot figure out who you are and what you're about will flag you as a risk.
Brand Strategy As The Foundation To Success
If you are planning a road trip across the country. Would you do it without a map? Would you like your surgeon to operate on you without a plan in place? A robust strategy behind your brand is no different. We formulate the brand with intention, design with reason, and create with understanding. When all of the pieces all into place you will stop wasting time and money guessing, and starting connecting.
Ready to discuss your brand strategy?