Let’s talk about the importance of brand strategy!
First of all, what exactly is brand strategy?
Brand strategy is a long-term plan for the development of a successful brand to achieve specific goals. It outlines the key elements that make your brand unique, your mission and goals, how you’ll deliver on them, and your audience’s needs.
It’s the most important part of the branding process.
Branding without strategy is like building a house without laying the foundation and going straight to decorating, still hoping it’s gonna stand because it looks pretty.
Creating a proper strategy for your client’s brand before you start the design process will benefit both of you and here’s why:
⁕ STRONG FOUNDATION = SMOOTHER PROCESS
The brand will have a strong creative direction from the start and you can develop just one concept instead of toying around with different ideas. It will be clear how the visual elements should look like to achieve the brand’s goals. You will probably also have fewer refinement rounds because you’ve established the creative direction with your client from the start.
⁕ ADDS MORE VALUE TO YOUR WORK & SETS YOU APART
You can charge more for your work by doing brand strategy and your client will trust your expertise more. You’ll also stand out among other designers that don’t incorporate brand strategy in their design process.
⁕ SETS YOUR CLIENT’S BUSINESS UP FOR SUCCESS AND THEY’LL BE MORE LIKELY TO WORK WITH YOU AGAIN
Intentional and strategic design helps your client achieve their goals and scale their businesses. Once you achieve that, they’ll always stay loyal and come back to you to collaborate on new projects.
⁕ ENSURES THAT EVERYTHING YOU CREATE SERVES A PURPOSE
Doing the strategy for your client will probably give you a very clear idea of which creative direction to take with the project and why certain elements are necessary to use to achieve client’s business goals. This means they’ll question your decisions less as everything is designed with intention and has a lot of thought process behind it, rather than just having something beautiful but not being quite sure why it’s there.