A lot of us start a business with a vision and passion. Sometimes we know exactly who our customers are, and what our purpose is, sometimes what we think it is actually isn’t what it is.
What’s Brand Strategy?
Brand Strategy used to be such a myth to me. The more I got beaten by unconstructive feedback the more I realized how important having a strategy session is. Strategy sessions play a crucial role in helping teams and organizations decide on deliverables by providing a structured and collaborative environment to discuss goals, align objectives, and determine the most effective course of action.
What Does Brand Strategy Contribute?
Goal clarification:
Strategy sessions allow stakeholders to clearly define their goals and objectives. Through discussions, stakeholders can articulate what they aim to achieve with their business. This clarity helps guide the decision-making process when choosing deliverables that align with the desired outcomes.
Needs assessment:
During strategy sessions, teams can assess the current/future needs and requirements of the project or the organization. By analyzing the current situation and understanding the challenges and opportunities, the team can identify the specific deliverables that address those needs effectively. This assessment helps prioritize the most relevant and impactful deliverables. And this is precisely the reason why sometimes clients come to me asking for certain designs. After a strategy session only to find out what they actually need is something else. A lot of resources and time are saved.
Resource allocation:
Strategy sessions enable teams to evaluate the available resources such as budget, manpower, and time constraints. Through discussions, participants can assess the feasibility and practicality of different deliverables based on the resources at hand. This evaluation helps in making informed decisions about which deliverables are achievable within the given constraints.
Stakeholder engagement:
Strategy sessions often involve key stakeholders and decision-makers from different departments or teams. By bringing diverse perspectives together, these sessions facilitate discussions around the preferences and requirements of various stakeholders. This collaborative approach helps identify deliverables that satisfy the needs of different stakeholders/departments and align with their expectations.
Risk assessment:
Strategy sessions provide an opportunity to assess potential risks and uncertainties associated with different deliverables. By considering factors such as market conditions, competition, technological challenges, or regulatory requirements, teams can evaluate the risks involved in implementing specific deliverables. This risk assessment helps in selecting deliverables that have a higher likelihood of success and mitigating potential negative outcomes.
Evaluation of alternatives:
Strategy sessions allow for the exploration and evaluation of multiple options and alternatives. Teams can brainstorm and discuss various deliverables that could potentially meet the desired objectives. Through critical analysis and constructive debates, participants can weigh the pros and cons of different options, considering factors such as cost-effectiveness, impact, and feasibility. This evaluation process aids in selecting the most appropriate deliverables.
Alignment with strategy:
Strategy sessions help ensure that the chosen deliverables are aligned with the overall organizational strategy. By considering the long-term goals and vision, teams can evaluate how specific deliverables contribute to the strategic direction. This alignment ensures that the chosen deliverables are in line with the broader organizational objectives and priorities.
Branding Deliverables
One set of collateral does not fit all brands. Same as why one set of clothes/hairstyle does not fit everyone. When you are choosing an outfit, there are many factors to consider: What kind of occasion will you be wearing the outfit? – Dinner party? – Gym? – Family gathering? What kind of personality you are? – Cute, Young, and Fun? Sophisticated and mature? These are the determining factors of your outfit selection. Strategy sessions allow the organization and the designer to delve into the essence of the brand, including its values, personality, brand voice, target audience, and competitive positioning. With these information, the designer can ensure the visual identity and its collaterals effectively communicate the brand’s value, resonate with the target audience, and contribute to the overall brand strategy.
Examples of collaterals for different businesses:
For a museum
The comprehensive identity system needs to include but not be limited to:
Logo, Logo System, Typeface, Color Palette, Brand Elements (if any), Business Cards, Membership Materials, Name Badge, Interior and Exterior Signs, Banners, Donor Walls, Newsletters, Membership Cards, Visitor Maps, Guided Brochure, Invitation, Website, Uniforms.
For an e-commerce brand
The comprehensive identity system needs to include but not be limited to:
Logo, Logo System, Typeface, Color Palette, Brand Elements (if any), Website, Banners, Product Packaging, Delivery Packaging, and Social Media Templates.
For a hotel
The comprehensive identity system needs to include but not be limited to:
Uniform, Hotel brochures, Concierge Destination Guide, Name Badge, Guest Welcome Card, Keycard, Valet Parking Ticket, Welcome Sign, In Room Dining Menu, Mini Bar Priced Menu, Door Hanger, Room Service Card, Do Not Disturb Sign, TV Channel Guide Card.
By engaging in strategy sessions, the stakeholders, other decision-makers, and the designer can leverage collective knowledge and expertise to make well-informed decisions about the deliverables. These sessions ultimately make sure all the designs are the most suitable and align with the goals, needs, resources, and strategic direction of the organization or project.
Recommend reading:
Creative Strategy and the Business of Design by Douglas Davis
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