Ever wondered why certain brands stand out effortlessly while others fade into the background? The key is the strategy behind the brand. In this post, you will explore the essential building blocks of branding and learn how to create a memorable brand of your own.

Brand Identity vs Brand Image

Brand identity is how you want your brand to be perceived, while brand image is how it’s actually perceived by your audience. Balancing the two is essential for brand success.

Creating a Brand Strategy

A well-defined brand strategy lays the foundation for everything from messaging to visuals. It includes understanding your target market, differentiating your brand, and consistently communicating your values across all channels.

Think about a brand you admire. What strategy do you believe guides its messaging and visual style? Jot down a few words that capture this brand’s approach.

Emotional and Visual Branding

Your brand’s look and feel—including logos, colours, and tone—should reinforce your strategy and evoke an emotional response that aligns with your goals

Colour psychology plays a powerful role in shaping how customers perceive a brand. Different colours evoke distinct emotions and associations that can significantly impact brand messaging. For instance, blue often conveys trust, reliability, and calm, making it a popular choice for tech and financial companies like Facebook and PayPal. Red evokes energy, excitement, and urgency, which is why brands like Coca-Cola and Netflix use it to grab attention and stimulate appetite or enthusiasm. Green is associated with health, nature, and growth, aligning well with eco-friendly or wellness brands like Whole Foods. When choosing colours, it’s essential for brands to consider not just aesthetics but also the emotional responses they want to evoke in their target audience. A cohesive colour strategy can enhance brand recognition, build emotional connections, and reinforce the overall brand identity.

Develop Your Brand Strategy

Here are some questions to ask yourself as you build your brand strategy:

  • Audience Definition: Identify your target market and what they value.
    • Who is most likely to benefit from my brand?
    • What values and interests do they have that align with my brand?
    • What problems does my brand solve for them?

For a example, a sustainable skincare brand:

Audience: Health-conscious individuals aged 25-45 who prioritize eco-friendly and ethically sourced products. They seek natural skincare options that are safe for both themselves and the environment, preferring brands that are transparent about ingredients and practices.

This audience values authenticity, quality, and a commitment to sustainability, aligning with the brand’s core mission.

  • Core Message: Write a statement capturing your brand’s unique promise.
    • What does my brand stand for? What unique values does my brand provide?
    • What makes my brand different from my competitors?
    • What mission or vision guides my brand’s actions?
    • What key benefit do I want my customers to remember?

For example, the skincare brand might develop a message like, “Providing natural, sustainable skincare products that nurture both people and the planet.” This statement becomes the backbone of the brand’s strategy, influencing messaging, visuals, and customer interactions.

  • Visual Identity Alignment: Choose a few colours and a logo style that support your strategic message.
    • What colour best reflects your brand’s personality? (e.g. green for sustainability, red for energy)
    • What kind of logo style communicates my values? (e.g. minimal for modern, intricate for craftmanship)
    • What overall mood do I want to convey? (e.g. warm and welcoming, professional and trustworthy)

For example, a sustainable skincare brand:

  • Colours: Soft greens and earthy neutrals, reflecting natural ingredients and eco-friendliness.
  • Logo: A simple leaf motif with clean, rounded typography to evoke purity and gentleness.
  • Packaging: Minimalist glass jars with recyclable labels, showcasing a commitment to sustainability.
  • Overall Mood: Clean, fresh imagery featuring natural elements like plants and water, emphasizing the brand’s gentle, eco-conscious approach.

These visuals support the brand’s mission to provide natural, sustainable skincare, appealing to health-conscious consumers.

A great brand is built on a strong strategy that unites every aspect of its identity and image. How will you put strategy at the heart of your brand?