Generally speaking, a designer leads with how beautiful a brand looks.
A branding professional does consider the design of a brand, but it is part of a broader framework that focuses on the ethos of the brand, and its role in enabling a company to optimize its marketing objectives.
This illustrates one of the biggest differentiators between a branding professional and a designer; the ability to not only think creatively but also how to think strategically from a business and marketing perspective.
It is the strategy behind a brand platform is the science of branding.
What is a Brand Strategy?
Let’s start with the term “strategy” (the elusive, intangible term that most people don’t grasp).
Merriam-Webster’s definition of strategy is “a careful plan or method for achieving a particular goal usually over a long period of time.” If you’re committed to building a brand over time…the question becomes: Why would you NOT have a Brand Strategy?
You most likely have a business strategy.
You may even have a marketing strategy.
But what sits in-between both, is your Brand Strategy.
Brand Strategy is the first step to building a brand, because it builds the foundation and guides all downstream decisions and activities.
Your Brand Strategy defines and articulates several layers of your brand including:
- Target Audiences
- Brand Purpose
- Brand Archetypes
- Brand Architecture
- The competitive landscape
- Brand Promise
- Brand Positioning
- Brand Platform
This is the science behind a brand. Then this data is transformed into art.
Peek inside of the mind of a brand strategist in the newly launched book: Your Brand Should Be Gay (Even If You’re Not): The Art and Science of Creating an Authentic Brand.