Importance of good brand strategy & design

Importance of good brand strategy & design

Importance of good brand strategy & design

Importance of good brand strategy & design

Branding doesn’t only include creating a pretty logo. NOPE! It’s much more than that. Before you can create a successful brand design you need to have the right strategy behind it. This is where knowing your audience comes into play. 

Brand Strategy

Mapping out your plans and actions that will align with your brand, goals, and your audience. You can work this out alone or you can work along with a brand strategist to dive deep into all of the information. It’s the core foundation that is needed before you get started on your brand designs. 

Why is brand strategy needed?

  • To set your goals for your business.
  • To list out amazing ideas and how you can reach others through your business.
  • To get a clear message, position and visuals for your brand.
  • Determine how best you can serve your audience and community.

Brand Purpose

This is the first step when you’re outlining your brand strategy. If your purpose is not clear your audience will not be able to identify and define who you are or what your brand stands for. People care about what your brand will stand for almost as much as they would care about what you have to offer them.

Download this FREE Brand Strategy Workbook to get started with your new brand experience. Just enter your email and you’ll have instant access to this download and more.

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Your Target Audience

Once you’re able to understand the needs of your target audience you’ll be better prepared to serve them. Narrow down your target audience and their needs. Don’t end up offering solutions to something that your target already knows how to do. 

If your target audience is advanced graphic designers you won’t offer them a free design template. NO! They are already well equipped to design their own. In this case, you can offer them a course or an eBook on how to gain more clients.


Determine how you want your target audience to interact with your brand. This can be through purchasing your designs, services, products, etc. Whatever it is, the entire experience should be simple for your target audience to navigate. 

Find a platform where your target audience frequents most – this can be Facebook groups, on Instagram, Twitter or LinkedIn. Once you’ve found your platform you’ll need to market to your target group so that they can get to know you. Don’t sell right off the back, get to know them, answer any questions they may have. Once they get to know and trust you they will be more willing to invest in you. 

Related: Resources I use to run my online business

Brand Design

This is where the visual representation of your brand will finally come into play and mean something. This includes your logo, fonts, colors, etc… Your visual identity will also need to be strong so that your target audience will be able to connect with you and your brand.

If you’re working with a brand designer and they don’t start you off with a strategy session then you’re working with the wrong one. As you can see it’s very important to have a concrete strategy outlined before you move onto the visuals. Not saying that the visuals aren’t important – because they are but you need messaging and reasoning. 

Now having a good brand strategy and horrible visuals won’t get you far either. Both are essentially very important. Good visuals and strategy will set you apart from the others because you will know exactly what will work to attract your target audience. After you’ve gone through the entire process, you’ll be able to know what to prioritize and focus on when it comes to your brand and its future goals.

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Until next time…

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