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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
  • Messaging

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.

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