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Building A Brand - Part 2

Updated: Jan 18

This framework is utilised for our brand-building offerings, such as Visual Identities, Rebranding and Brand Refreshers. Typically, we consider this part two(2) of our process. Now that you have the undistilled insights from the discovery session let's work on a typical Brand Strategy.

Blog Post Header Banner: Brand Discovery

Staying a Cut Above the Rest

In the ever-evolving landscape of business, where competition is fierce and consumer choices abundant, the art of staying a cut above the rest lies in the precision of Brand Strategy. Much like a masterfully cut diamond, a well-crafted brand strategy enhances the facets that make a brand unique and valuable. It serves as the guiding force that defines the brand's identity, resonates with the target audience, and sets it apart in a crowded market. Brand Strategy ensures a clear and compelling brand narrative and aligns across all touchpoints of the brand experience, from visuals to messaging. By carefully mapping out the path to success, brand strategy empowers a brand to make informed decisions, adapt to market shifts, and consistently deliver a superior experience that captivates and retains customers.


When preparing a Brand Strategy for a client, we want to consider all the meaningful insights gathered from the discovery, independent research and reliable third-party data. We present our Brand Strategy in 4 sections:

1. The Company

Brand Purpose People do not buy WHAT a brand does, but rather WHY it does it - Simon Sinek.

The Golden Circle - Simon Sinek


Why does the company exist? Here, we define why, beyond generating revenue, it does what it does. The answer to this is what we view as the brand purpose. E.g., WorkFace exists to deliver hassle-free skincare solutions to the working professional.



Core values

How will the brand behave? Consumers seek authenticity and favour brands that resonate with their beliefs. Defining its values will help guide decision-making processes and social & ethical practices of the company. Not all values have to be socially or environmentally focused. They must define the company's guiding principles and moral code. Simply outlining beliefs is never enough; a brand must practice what it preaches to maintain its integrity. Vision statement

Where does the brand want to go? We try to envision where the brand journey and map out the long-term steps to get there. A vision is not set in stone and can evolve over time. A good vision statement should grow with the brand and be reviewed periodically. It should also try to recognise the brand's impact on the community, the marketplace, and the world.

Mission statement

How does it plan to get there? This blends the purpose and values crafted and should be clearly articulated. It will serve as a roadmap for the company, its audience, employees, stakeholders, partners, influencers, and anyone interacting with the brand.

2. The Audience

Understanding It is important to convert leads into customers and comprehend the intricate threads that bind individuals to a brand.

Marty Neumeier defines a brand as – a person's gut feeling about a product, service, or organisation. Fundamentally, this comes down to perception, how the brand is perceived.

Building a brand persuades customers that the product or service serves them well and brings a good feeling. We can influence this perception by what is said & done and how consistently it's done.

What motivates them? Who ignites their inspiration? Where do they encounter challenges? Awareness of the driving forces behind their decisions becomes vital when attempting to influence their perception of the brand. Data

Market segmentation categorises the audience, considering factors ranging from geographic location to age, gender, decisions, and behaviours. This allows us to develop an audience persona and ensure a nuanced and comprehensive understanding of the audience. A typical audience persona -

Audience Persona Visual Graphic

This semi-fictional character represents the target audience, consisting of a concise overview of all pertinent information available. This allows the brand to channel marketing efforts with precision towards this constructed individual.

3. Brand Positioning

Bring on the competition! To find the 'sweet spot' in the market, we analyse the 'what' against the competition and the place in the audience's mind/heart.

First, we define the brand's characteristics that set it apart from the competition; we call these the USPs (unique selling proposition/s). A SWOT analysis (strengths, weaknesses, opportunities & threats) is valuable.

We often do perceptual mapping, which can provide precise competitive analysis. Plot contrasting qualities on a grid (such as quality, price, size, safety, or performance) and fill in where competitors currently sit in the market. This will provide a visual representation and help find the potential gaps and opportunities.

Perceptual map - Example

This analysis should bring clarity and pave the way for formulating a brand positioning statement. This concise, internal description, exclusive to the company, embodies the brand's essence, defining its target audience, unique characteristics, and unparalleled standing in the market. Apart from the mission and vision statements, a positioning statement accentuates competitive differentiation rather than absolute benefits and captures what sets the brand apart in a crowded landscape. E.g.; By identifying a massive gap in the skincare market for high-quality products that customers can easily sample pre-purchase, WorkFace managed to find the perfect spot to cover. Their entire brand strategy reflects this bold move and the idea that "WorkFace delivers hassle-free skincare solutions to the working professionals".

4. Brand Voice

Storytelling fosters trust and connection with the target audience. A well-crafted brand story should embody authenticity, capture the audience's interest, arouse curiosity, and elicit emotional responses. It serves as a platform to unveil the brand's unique personality, presenting an avenue for clear differentiation in the competitive landscape.

Utilise the adjectives from the discovery session to guide how the brand communicates with its audience. This theme should be consistent across all digital or print media communication, with the same tone and a similar vocabulary. This would ensure that content creators at every level stay consistent with the brand voice.

A cohesive voice that embodies the brand's vibe will help express the story more honestly and meaningfully. Adding emotion and a personal touch to all brand communication(internally & externally) is essential to foster a consistent and positive culture for the company and customers.


Now that you have this framework, happy brand-building! We have one(1) more essential step to cover in the series, so be sure to join the mailing list so you don't miss updates!

Next Wednesday, we'll discuss Step 3 in building your brand –

Visual Identity Systems.

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