Brand Strategy
My approach to brand strategy has changed fundamentally over the years. Thanks in large part to continual education in the form of working with <designers and strategists>, <books like this one>, <podcasts> and <training>.
I’ve gone from a “our WHY is everything” type strategy toward a method that is more scientific. Based on observations, competitive analysis and testing our hypotheses.
Typically, a brand strategy will include:
Connect Business and Brand
- Defining the business challenge
- Defining the consumer challenge
- Defining brand objectives
The 3 Cs
- Company audit
- Competitor audit
- Consumer audit
Research and Insights
- Defining company insights
- Defining competitor insights
- Defining consumer insights
Convergence
- Finding distinction vs category
- Finding your main benefit and brand promise
- Creating a new positioning statement
If you’re considering reaching out to discuss brand strategy, here are a few helpful questions to ask yourself first.
Why are you making this change?
Why brand strategy (and not something else)?
Why are you doing this now?
Why me? What led you here.
<Ask Me About Brand Strategy>
Nexbelt
A novel product (a belt without holes) was looking to develop distinction from their competition.
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Research lead to insights Nexbelt
A novel product (a belt without holes) was looking to develop distinction from their competition.



Client quote

Unique Vintage
A fashion brand wanted to reach new consumers and develop a new identity while staying true to their roots.

Research led to insights

Insights led to a new brand promise:

Client quote

Select
An established cannabis brand wanted to rebrand, refine their consumer segments and stand out in a cluttered category.

Case study coming soon.