Brand Strategy - Identity ‘Essentials’ Kit

Pro

Paul Lynch

Starting at

$

2,000

About this service

Summary

Our Brand Strategy - Identity ‘Essentials’ Kit is a structured, in-depth service designed to lay the foundation for a clear, market-ready brand identity. Through a series of remote workshops, we work closely with you to uncover the essence of your brand, ensuring that every element—purpose, mission, vision, and values—aligns with your business goals and resonates with your audience.
The process includes extensive research on your immediate competitors to identify strategic positioning opportunities. You’ll receive a detailed Brand Strategy document equipped with practical worksheets, guiding you through each stage of development and positioning.
Our collaborative approach and thorough methodology provide everything needed to bring your strategic brand identity to market with clarity and confidence.

Process

Step 1: Discovery & Preparation
Objective: Establish a clear understanding of the client’s business, offerings, and market goals.
Actions:
Initial client meeting to discuss objectives and gather background information.
Review any existing brand documentation, business goals, and product/service details.
Outcomes: Clarity on the brand’s initial offerings, client needs, and desired positioning.
Step 2: Offering & Market Understanding
Objective: Define what the brand offers, the problems it solves, and how it differentiates itself.
Actions:
Products/Services Offered: Identify and list the brand’s core products and/or services.
Product/Service Map: Use a visual tool to organize products/services and their market alignment.
Problems Solved for Clients: Explore the primary challenges and needs that the brand addresses.
USP: Develop a unique selling proposition by analyzing the brand’s differentiators.
Outcomes: A clear understanding of the brand’s offerings, the problems it solves, and its unique advantage.
Step 3: Core Brand Fundamentals
A. Brand Purpose
Objective: Define the deeper “why” behind the brand.
Actions:
Purpose Definition: Conduct brainstorming to identify the brand’s foundational purpose.
Golden Circle Worksheet: Explore “Why-How-What” to clarify purpose.
Brand Purpose Statement: Develop a concise statement that captures the brand’s purpose.
Outcomes: A clear and actionable brand purpose that aligns with long-term goals.
B. Brand Vision
Objective: Define the brand’s long-term aspirations and goals.
Actions:
Future Roadmap: Outline long-term brand goals and where it aspires to be.
Business Challenges: Identify hurdles and develop strategies to overcome them.
Goals & Milestones: Create key steps and timelines for achieving the vision.
Brand Vision Statement: Articulate a succinct vision statement.
Outcomes: A roadmap and vision statement that provide a strategic direction.
C. Brand Mission
Objective: Describe how the brand fulfills its purpose in the present.
Actions:
Mission Worksheet: Identify core actions to fulfill the brand purpose.
Customer Needs: Define the target audience’s primary needs.
Brand Capabilities: Outline brand competencies that meet these needs.
Brand Mission Statement: Formulate a clear and actionable mission statement.
Outcomes: A practical mission statement focused on fulfilling the brand’s purpose and meeting customer needs.
D. Brand Values
Objective: Establish guiding principles that shape the brand’s decisions and behaviors.
Actions:
Values Brainstorming: Collaborate to generate core values.
Values Map: Organize values by importance, relevance, and impact.
Values Pyramid: Prioritize values to ensure alignment with brand identity and purpose.
Outcomes: A set of core values that reinforce the brand’s purpose and authenticity.
Step 4: Brand Distinctiveness
Objective: Develop a clear, memorable essence that captures the brand’s unique identity.
Actions:
Conduct exercises to determine the brand’s emotional tone, personality, and intrinsic character.
Brand Essence Development: Define a single, compelling idea or phrase that captures the heart of the brand.
Outcomes: A defined brand essence that makes the brand memorable and distinctive.
Step 5: Market Positioning
A. Competitive Analysis
Objective: Position the brand within the competitive landscape.
Actions:
Map competitors and their market positions.
Identify gaps and differentiation opportunities.
Analyze competitor strengths, weaknesses, and USPs.
Outcomes: A clear understanding of where the brand fits and how it stands out from competitors.
B. Audience Personas
Objective: Define detailed profiles of target customers.
Actions:
Develop personas based on demographics, psychographics, and pain points.
Identify motivations, needs, and behaviors relevant to the brand.
Outcomes: Audience personas that guide targeted positioning and messaging.
Step 6: Synthesis & Finalization
Objective: Integrate all findings into a cohesive brand identity document.
Actions:
Review all developed components with the client to ensure alignment.
Finalize the Brand Identity Compass, capturing Purpose, Vision, Mission, Values, Brand Essence, and Market Positioning.
Prepare the final deliverable document, ensuring all components are organized and ready for implementation.
Outcomes: A comprehensive brand identity kit that establishes a solid foundation and strategic direction.

FAQs

  • How long does the Brand Strategy - Identity ‘Essentials’ Kit take to complete?

    The Essentials Kit typically takes 2-3 weeks, depending on client feedback and scheduling for workshops. We aim to keep the process efficient while ensuring we capture every aspect of your brand identity.

  • Is this package suitable for established businesses or just new brands?

    This kit is ideal for both new and established brands. For new businesses, it sets a strong foundation. For established brands, it provides clarity and refines core identity, offering a refreshed perspective aligned with your growth goals.

  • What’s included in the final deliverable?

    You’ll receive a comprehensive brand identity document that covers core elements—purpose, vision, mission, values, brand essence, competitive positioning, and audience personas. This kit serves as a strategic guide for all future brand development and marketing efforts.

  • Can I add more elements to my brand strategy after completing this kit?

    Yes! Our Personality, Verbal Expression, and Visual Expression add-on packs can be added to expand your brand identity. Each pack delves deeper into specific aspects of brand development to further enhance your brand’s impact.

  • Will this package include a logo or visual design?

    This Essentials Kit focuses on the strategic foundation of your brand identity and doesn’t include visual design or logos. However, we offer a Visual Expression Add-On Pack to develop a cohesive visual identity if desired.

  • Do I need to prepare anything before starting this proces

    No extensive preparation is needed! However, it’s helpful if you have any current brand documentation, business goals, or examples of your products/services to share during our initial discovery phase.

What's included

  • Offering & Market Understanding

    We identify what your brand offers, map out your core products/services, and clarify the unique value you provide. This foundational work ensures a clear understanding of your market position and how your brand addresses client needs.

  • Core Brand Fundamentals

    By defining your brand’s purpose, vision, mission, and values, we create a cohesive identity that aligns with your long-term goals. This foundation drives every aspect of your brand, ensuring authenticity and connection with your audience.

  • Brand Distinctiveness

    We capture the heart of your brand in a single, compelling concept—its essence. This is what makes your brand memorable and distinct, resonating emotionally with your audience and setting you apart in the marketplace.

  • Brand Positioning: Market Analysis

    Through a comprehensive analysis of competitors and audience personas, we pinpoint where your brand fits within the market. This strategic positioning allows your brand to stand out and meet your audience’s specific needs effectively.

Example projects

Brand Strategy / Website / Client: Culture of One

Webflow / Website / Client: Respect Connect

Duration

3 weeks

Skills and tools

Brand Designer

Brand Strategist

Marketing Strategist

Adobe InDesign

Miro

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