Brand Building 101: The Strategy-first Approach to Branding

Consider two coffee shops in a bustling city. We'll call the first one "Mocha Magic" and the second one "The Wake Up Call." 

Mocha Magic opens its doors with a simple logo and a menu of quality coffees. The owner believes that as long as the coffee is good, the customers will come–and she's not wrong! The location is convenient, the vibes are good, and the coffee is great! Mocha Magic has a successful opening and gains regular customers.

The Wake Up Call takes a different approach. Before even opening, they invest time and resources in understanding their target market, refining their brand identity, and crafting a unique brand story that sets them apart.

Despite Mocha Magic's initial success, The Wake Up Call quickly gains traction (and Mocha Magic's customers). Their carefully curated brand experience, from the cozy ambiance to the personalized customer interactions, resonates deeply with cafe-goers. As The Wake Up Call grows, their brand becomes synonymous with quality, community, and an intentional customer experience. Meanwhile, Mocha Magic struggles to differentiate itself beyond its coffee offerings, eventually fading into the ranks with all other coffee options in the city.

This is the power of brand strategy.

Where consumer choices abound, and competition is fierce, the significance of a meaningful brand experience cannot be overstated. Brands are no longer just names or logos; they are living entities that embody values, evoke emotions, and foster connections with their audience.

What is brand strategy?

At its core, brand strategy encompasses the deliberate actions and decisions undertaken to differentiate a brand from its competitors and resonate with its target audience. It goes beyond mere aesthetics or marketing tactics; it is a comprehensive plan that aligns every aspect of a brand's identity with its overarching goals and values. Brand strategy serves as a compass, guiding brand initiatives, messaging, and experiences to ensure consistency and coherence across all touchpoints.

Why is brand strategy important?

According to a recent survey, over 80% of consumers say they need to trust a brand before they even consider buying. Good brand strategy is what builds that trust and secures it for years to come. 

At the heart of every successful brand lies a compelling experience that resonates with consumers on a deeper level. A meaningful brand experience goes beyond the transactional aspect of business; it creates a narrative, a story that consumers want to be a part of. Whether it's the warmth of a welcoming atmosphere in a coffee shop, the thrill of unboxing a luxury product, or the sense of belonging cultivated by a community-driven brand, every touchpoint contributes to shaping the overall brand experience.

In today's hyper-connected world, where consumers seek authenticity and relevance, brands must strive to create memorable experiences that leave a lasting impression. Where every interaction shapes perceptions and influences decisions, brand strategy is the guiding force behind a brand's actions and initiatives.

Simply put–brand strategy is the engine that powers your brand and allows it to be successful in the long term.

Do you need a brand strategist?

At Quill, we strive to be transparent about what we do, which means telling you that, no, not every business needs a brand strategist! 

For some startups or small businesses with limited resources and straightforward branding needs, engaging a brand strategist may not be a practical or necessary investment, particularly in the early stages. If the primary objective is to establish a basic visual identity, such as a logo or website design, and the business owner has a clear vision of what they want, working with a freelance designer or design platform may suffice.

However, it's essential to recognize that strong branding extends beyond visual elements and encompasses broader strategic considerations such as target audience definition, competitive positioning, and brand messaging. Freelancers hired for their specific skills in design or marketing may excel at executing individual tasks but may lack the holistic perspective and strategic mindset required for effective brand building. Choosing to forego the expertise of a brand strategist in favor of a more cookie-cutter approach may result in missed opportunities for innovation, differentiation, and long-term sustainable growth.

Branding agencies, like Quill Creative Studio, offer a consultative approach that prioritizes strategic outcomes over superficial solutions. By partnering with a creative branding studio, businesses gain access to a team of experts who understand the intricacies of brand strategy and are equipped to craft comprehensive solutions tailored to their unique needs and objectives.

How to build a brand strategy 

Unlike traditional freelancers or agencies focused solely on execution, Quill adopts a consultative approach that prioritizes collaboration, strategic thinking, and a long-term partnership. This approach enables us to go beyond surface-level solutions and delve deep into the core of a brand, uncovering its essence, values, and aspirations.

So what are the key steps in brand strategy development?

Market Research

In-depth market research is an essential first step in gaining a comprehensive understanding of an organization's industry landscape, target audience, and competition. Identifying key market trends, consumer preferences, and unmet needs lays the groundwork for developing a brand strategy that resonates with the intended audience.

Competitive analysis should be done to fully understand your competitor's strengths and weaknesses. This allows you to identify gaps in the market and how your brand might fill them.

Identifying Your Ideal Customer

To identify your ideal customer persona, it's crucial to delve beyond surface demographics like age and income. To really know your customers, you want to uncover their behaviors, preferences, values, and pain points. 

Picture your perfect customer. What do they care about? What other types of brands are they loyal to? What does their day-to-day life look like? What is their preferred aesthetic?

If you struggle to define this persona, partnering with an experienced branding agency like Quill Creative can streamline the process. They can leverage their expertise to craft a brand persona and promise that resonates with your target audience. 

Brand Positioning & Differentiation

Every business should establish a unique value proposition and positioning in the market. What makes your business stand out? 

Through introspection and analysis, you should identify the brand's key differentiators, features, and attributes, as well as the functional benefits and emotional benefits it provides to your ideal customer. 

If you're not sure of exactly where to start, consider working with a branding agency like Quill Creative Studio. Our brand experts will lead you through a brand positioning workshop that will help you separate the wheat from the chaff and move forward with a strong brand position. We like to say that we help brands go from being seen as a wandering generality to being known as a meaningful specific.

Brand Messaging

In the flood of marketing messages bombarding consumers daily, the importance of crafting brand messages that cuts through the noise cannot be overstated. Effective brand messaging is more than just words; it's about conveying a brand's personality, values, and promise in a way that resonates with its audience. 

Think about your brand story. What do you want to communicate about your brand's values, origins, and mission? Your brand story should give consumers a reason to believe in and support your brand beyond the basic products and services you offer.

The tone and voice in the delivery of that brand message will dictate how your brand communicates with its audience. Whether playful and irreverent, professional and authoritative, or warm and empathetic, your tone and voice should be consistent across all touchpoints, reinforcing your brand's personality and identity. Consistency builds familiarity and trust, making it easier for customers to connect with and relate to your brand over time.

Visual Identity

With the foundational strategy in place, you can move on to developing a visual identity that brings the brand to life across all touchpoints. From logo design and color palette selection to typography and imagery, every visual element is carefully curated to reflect the brand's personality, values, and positioning, ensuring consistency and coherence across all channels.

Brand Management

Part of building a brand strategy is establishing a plan that allows for regular analysis of that strategy. Brand strategy is not a one-time endeavor; it's an ongoing process of evolution and adaptation. Regularly monitoring and evaluating your brand strategy is key to ensuring it remains relevant and effective in an ever-changing marketplace.

Through continuous analysis, feedback, and refinement, a branding studio can help businesses stay ahead of the curve, seizing new opportunities and addressing emerging challenges with confidence and agility.

Living Up to Your Brand Promise

Nothing will undermine your brand more than failing to live up to your brand promise. Part of a brand strategy includes delivering on the brand message you are communicating to customers. Your brand is more than just a tagline or marketing slogan–it's the guiding principles that should permeate every aspect of your business at every single touchpoint.

To truly resonate with customers, your brand promise must be more than just lip service; it must be backed by tangible actions and experiences that demonstrate your commitment to fulfilling it.

Build Brand Success with Seasoned Branding Experts

At Quill, our ultimate goal is not just to create beautiful brands; it's to build brands that resonate, differentiate, and drive tangible business results. Simply put, you're passionate about your business, and we're passionate about branding it. 

By prioritizing strategic outcomes over superficial solutions, we help our clients achieve sustainable growth, lasting impact, and a competitive edge in the market.

Want to get more of the inside scoop on branding? Check out the Quill blog for insights and actionable advice from our brand experts. 

Ready to see how Quill can help level up your brand? Let's chat.