A brand strategy is a blueprint to help a business present itself to the world authentically and consistently. It’s comprised of three things:Brand Heart: The core of your brand
Worldwide
Brand Messaging: The way you talk about your brand.Visual Identity: The look of your brand.With a strong brand strategy, you can ensure your brand is aligned to your business, cultivate an emotional connection with the people you’re trying to reach, and increase the likelihood that those people will think, feel, and talk about you the way you want them to.
Luckily, if you already have a business, you already have a brand. But by identifying and documenting these elements intentionally, you can ensure everyone who is a part of your brand has an intimate understanding of who you are and what you’re trying to achieve. This helps you communicate honestly and authentically at every touchpoint, allowing you to cultivate the trust required for your business to succeed.
That said, many brands don’t have a proper brand strategy. They may have certain pieces documented, or a general “idea” about it, but they haven’t taken the time to get a comprehensive strategy on paper. If you’re in this boat, don’t feel bad. We’re here to get you on the right track, whether it’s your first time crafting a brand strategy or your first time doing in the “right” way. In this exercise, we’ll guide you through the first and most important part of a brand strategy: creating your Brand Heart. This process allows you to clarify and articulate who you are, what you do, and why it all matters, giving you the blueprint you need to build a healthy brand.
This work may not be easy, but it is necessary. Like Rome, a strong brand can’t be built in a day. It requires a plan, patience, and focus.
If you’re ready to dive in, let’s get started.What Is Your Brand Heart?
Every brand holds a basic set of beliefs that influence everything they do. We call these beliefs your Brand Heart. Knowing what these core principles are and why they matter is crucial, as they are a potent force that can actively support or sabotage your business.
Your Brand Heart is comprised of four elements: Purpose: Why do you exist? Vision: What future do you want to help create? What does the future look like? Mission: What are you here to do? How do you create that future? Values: What principles guide your behaviour? The elements of a Brand Heart are intentionally ordered in a logical hierarchy to guide you from your high-level “why?” to the actionable “how?” This makes articulating each element easier.
Purpose & Vision
(The Why?)
Mission
(The What?)
Values
(The How?)
Mission
(The What?)
Combined, these elements give you the foundation you need to…Make better business decisions. When facing a challenging business decision, your Brand Heart functions as your North Star, guiding you in the right direction. Operating with your values front and centre also cultivates trust, keeping you accountable to the people you work with (teammates and employees) and for(existing and potential customers).
Build stronger customer relationships. Communicating your beliefs authentically and consistently helps you attract like-minded people who share your ideals. In a competitive market, these relationships are crucial to your long-term success.Create a stronger, happier culture. When employees are invested in a shared vision, they’re more collaborative, committed, and engaged, creating a healthier work environment that helps you attract and retain the talented people you want.Ultimately, your Brand Heart is a powerful tool to align every aspect of your business, from your product offerings to the content you create. Remember: The stronger your Brand Heart, the better your ability to build a trustworthy brand.
