Let’s cut the noise.
Brand strategy gets thrown around a lot, especially in creative corners of the internet where “strategy” can sometimes mean a 90-slide mood board and vague vibes like “modern yet timeless.” Cute? Maybe. Clear? Not so much.
So here’s the real deal: a strong brand strategy is less about being clever, and more about being crystal clear — on what you stand for, what you’re building, and who you’re building it for.
It’s your business’ GPS. The thing that keeps your design consistent, your messaging sharp, and your offers focused. It’s what makes your brand more than just “a nice logo.”Here’s what actually matters when building a brand that works, not just one that looks good.
1. Purpose, vision and mission
This is your foundation: your “why,” your “where,” and your “how.”
- Your purpose is why your business exists in the first place. Beyond making money. Beyond the algorithm. What drives you?
- Your vision is the future you’re building toward — the impact you want to have, the space you want to carve out.
- Your mission is what you’re doing right now to get there.
It doesn’t need to be poetic. But it does need to be true.
2. Core values
Your values shape how your brand behaves in decisions, collaborations, marketing, and more. They’re your internal compass.
Here’s the key: values aren’t meant to sound nice. They’re meant to mean something.
If you choose “community,” what does that actually look like in your business? Do you host meetups? Feature customers on social? Respond to every DM?
Choose 3–5 values that reflect how you operate — not just how you want to be seen.
3. Target audience
This isn’t about broad demographics like “women aged 25–40.”
It’s about real people with real problems.
It’s about real people with real problems.
Who are you actually trying to reach? What do they believe, struggle with, dream about? What alternatives are they choosing right now, and what’s making them hesitate?
Knowing your audience on this level helps you craft a brand that resonates. That speaks their language, meets them where they are, and builds trust without trying so hard.
A common struggle a lot of people run into is they get super specific on one person, which ends up feeling really hard and not super applicable. It's all well and good if you know that "Ideal Jane" has a sausage dog and eats lasagne every Thursday night, but unless you are running a lasagne or pet company, this information probably won't help you. So focus less on the hyperspecific and focus more on the throughline - the psychographics and challenges that are present in all of your target market.
4. Market position
This is your answer to: “Why you?”
What makes your brand different from the rest?
Where do you sit in your industry?
Are you the premium choice, the friendly expert, the creative disruptor?
What makes your brand different from the rest?
Where do you sit in your industry?
Are you the premium choice, the friendly expert, the creative disruptor?
Good positioning isn’t about shouting the loudest. It’s about being specific. You don’t need to be for everyone — just clearly for someone.
5. Brand personality and tone of voice
Your brand is a person. It talks. It shows up in certain ways. It makes people feel things.
What’s your brand like in a conversation?
Warm and casual? Sharp and clever?
alm and supportive?
See your brand as a person - how would they show up?
Are they more Monica, Rachel or Pheobe (IYKYK).
Defining your tone of voice keeps your messaging consistent across captions, sales pages, emails, and beyond. It’s how you create familiarity and build recognition, even before they see your logo.
Defining your tone of voice keeps your messaging consistent across captions, sales pages, emails, and beyond. It’s how you create familiarity and build recognition, even before they see your logo.
6. Brand story
You don’t need a dramatic origin story. But you do need a story that connects the dots from who you are to what you sell to why it matters.
This is the human bit. The “I’ve been where you are” or “I noticed something missing” part that draws people in.
A strong brand story gives people a reason to choose you, not just buy from you.
But remember, the story is less about you and more about how that story fits into the life of your customers. You are the guide in the story of your customer, not the hero, so don't make it all about you.
7. Brand touchpoints
Strategy is useless if it doesn’t show up consistently.
Everything your audience sees — from your homepage to your email footer — should reflect your strategy. That’s what builds trust. That’s what makes your brand feel like a brand.
If your logo says “premium” but your Canva social post screams “starter kit,” that disconnect matters. This is why we care so much about execution, not just ideas.
Everything your audience sees — from your homepage to your email footer — should reflect your strategy. That’s what builds trust. That’s what makes your brand feel like a brand.
If your logo says “premium” but your Canva social post screams “starter kit,” that disconnect matters. This is why we care so much about execution, not just ideas.
What actually matters
- Get clear on your purpose, mission, and vision
- Know your audience inside and out
- Position your brand with confidence and clarity
- Develop a personality and tone that actually sounds like you
- Tell a story that connects
- Make sure your brand shows up consistently everywhere
This is the work that turns scattered marketing into a cohesive, memorable brand.
It’s what makes people trust you.
And if you’re ready to turn all of this into something you can actually use, we’ve built brand kits designed to bring your strategy to life across every touchpoint. Fonts, colours, logos, and templates, all with intention baked in. Shop coming soon!
It’s what makes people trust you.
And if you’re ready to turn all of this into something you can actually use, we’ve built brand kits designed to bring your strategy to life across every touchpoint. Fonts, colours, logos, and templates, all with intention baked in. Shop coming soon!