Brand Identity
Defining a clear brand strategy: who you are, your purpose, and your target audience.
The thinking behind the brand, settled before any of it is designed. Usually delivered with the brand guidelines and as part of the visual identity.
01 // Method
I work through my brand identity strategy worksheet with you, section by section. Discovery covers how the journey began, the milestones you have reached and where the brand is currently strong or struggling. Purpose covers your ultimate goal, where you see the brand in five years and the impact you want to make.
From there: the values behind your daily decisions, your audience segments, your competitors, your personality and tone of voice, and what makes you unique in the market. Every answer is yours. My job is to ask the right questions and write the result up clearly.
02 // Deliverables
A completed brand identity strategy document. Mission and vision statements, core values, brand promise, positioning, tagline, and a short and long bio. Audience segments with demographic and behavioural detail and a written persona for each. Competitor analysis, personality and tone of voice, and the physical and digital touchpoints where the brand exists.
03 // Value
A clear definition of who you are, what you stand for and who you are talking to, in writing. The logo, the visual identity, the guidelines and the marketing all work from the same document, so the brand reads consistently wherever people meet it.
04 // Process
- 01
A call.
A phone or video call to talk through the brand and the scope.
- 02
Discovery.
The story so far: how it began, the milestones, and the current strengths and challenges.
- 03
Purpose and values.
The ultimate goal, the five-year picture, the impact you want to make, and the principles behind your daily decisions.
- 04
Audience and competitors.
Segments, demographics and behaviour, a written persona for each, and where you sit against the competition.
- 05
Brand statements.
Mission, vision, values, promise, positioning, tagline and bios, written up and delivered.