The Brand Strategist's Mindscape
For too many business owners, a brand strategy is an afterthought. And that’s unfortunate because a solid brand strategy is the key to longevity in business. It’s also what infuses life into your business.
I’m an avid fantasy nerd, and I’m passionate about the neuroscience of storytelling. Why? Because human brains are hard-wired to respond to stories. Storytelling has been the method by which information has been passed down from generation to generation for millennia.
There are multiple definitions for what a brand strategy is, but this is how I personally define it:
It’s the narrative you build for your business that defines its purpose so that you win the loyalty of the people you desire to serve. The outcome of creating your brand strategy is having the clarity you need to make the right decisions for your business according to your unique goals and challenges, rather than trying to make someone else’s ideas work for you.
That is a pitfall many entrepreneurs fall into during the early days of their business which can lead to unnecessary setbacks and frustrations. Your purpose and your vision are unique. Your roadmap for getting there must be, too.
No two businesses are alike, so no two brand strategies are alike:
Business A may decide that their brand strategy is best defined by 17 dimensions to stay on track.
Business B may feel comfortable with a brand strategy that contains only 9 dimensions to thrive.
It has been my experience that there are 5 key elements necessary to create a minimum viable brand strategy. Everything else is an enhancement.
No matter what your brand strategy looks like, the most important thing is that you have one. Without it, your business lacks the foundation it needs for long-term growth.
Your brand strategy empowers you to do the following:
- Develop a strong message/distinguish yourself so that you attract the right people and repel the wrong ones
- Anticipate situations in the future and know how to react according to your long term vision rather than doing impulsive things based on temporary circumstances
- When you find yourself at a crossroads with equally appealing possibilities, you will have a way to evaluate options so you can choose the one that is right for you.
Where do you start with defining a brand strategy? At the beginning, with the Core Truth that launched your business into existence.
Your Core Truth is the one big idea that you want to rally your audience around.
Why does it matter to your audience that there's a deeper meaning behind what you're selling?
Because people crave significance. Because people want to be a part of something bigger than themselves. They want hope, they want magic, and ritual. The things we buy are an extension of our identities and an expression of our values.
They want to associate with brands that speak to who they are as people:
“I don't just buy shoes, I buy Toms (because when I buy one for myself, I am also buying a pair for someone else in need, and I want to see myself as a generous person.)”
“I don't just buy in bulk, I buy from Costco (because when I shop there, I am buying from a company that insists on policies that welcome people from all walks of life, and I want to see myself as an altruist.)”
“I don't just buy outdoor wear, I buy from Patagonia (because when I buy their clothes, I am minimizing the impact to the environment and supporting animal welfare initiatives, I want to see myself as a good steward of the earth.)”
Modern consumers are more engaged with the brands from which they buy than ever, thanks to social media. They also have a greater level of awareness because they can research your company on the internet and discuss their experiences with your business with other consumers. The people who buy from you want to know what you stand for so they can either participate in your mission when your story tells them there is alignment between their values and yours, or else buy from your competitors.
Your story represents who they are becoming: their truest selves.
People want to know that brands are human.
Humans take sides. Humans take a stand. Humans have purpose.
Humans delight one another.
Life is a grind. People want delight where they can find it:
Happiness in a cup - “The best part of waking up…” Folgers
Affirmation and solidarity on a label - “Made for humans with vaginas because it takes one to know one.” The Honey Pot Co
Hope - “You're pretty.” - ColourPop
You can offer all of that and more with your brand.
Without further ado, I am taking you on a journey through my mind and my approach to brand strategy. If your goal is to build a standout brand, read the next installment in this series.
