Brand Strategy + Positioning
Kerri Clark
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About this service
Summary
A brand strategy acts as the foundation for your brand. It brings your brand to life, anchors why we exist, and ensures that we show up consistently.
Process
Phase 1: Deep Dive
Understanding the key elements of the DNA to align on what is true of our brand.
BRAND DISCOVERY/PAST WORK DOWNLOAD: Deep dive into your brand, focusing on existing brand materials, customer data, brand learnings, pain-points, etc.
STAKEHOLDER INTERVIEWS: One-on-one interviews with ~4-5 key stakeholders to explore the brand’s DNA, identify gaps, and align buy-in.
Phase 2: Cultural & Future Context
Developing a point of view on what the brand stands for today, the audiences we must address, and how that affects the way we show up in the world.
CULTURAL & LANDSCAPE RESEARCH: Analysis of broader culture, customer trends, market development to sharpen and refine our brand expression.
BRAND DNA WORKSHOP: ~1 hr meeting to discuss phase 1 learnings and align on the most-important aspects of the brand DNA that will serve as the foundation for our brand strategy.
Phase 3: Brand Strategy & Principles
Finalize the brand vision and develop the brand tools that will help teams across the organization make decisions.
BRAND POSITIONING WORKSHOP: 1hr meeting to discuss WIP brand refinement, implications, and expression.
BRAND POSITIONING SHARE OUT: ~1.5-2 hr meeting to share the final brand strategy and the brand tools that will help us clearly and effectively tell our story and make brand decisions across our business.
What's included
Brand Strategy
Building your brand foundation. Think of this as the development of the fundamental components that bring your brand to life and set you up for success. Delivered as a final PDF: - Discovery & landscape analysis - Brand foundations & insights - Core idea - Positioning - Mission & vision - Tone of voice - Visual direction - Customer personas - Hero narratives & messaging hierarchy
Skills and tools
Brand Strategist
Canva
Industries
Brand Marketing
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