Brand strategy samples
A brand that’s intentionally developed around foundational elements such as values, differentiators and a focused target market can connect with precision. The samples below illustrate bits and pieces of larger strategy projects I’ve worked on.
Vision
Nailing down the overarching philosophical heartbeat of a company is the cornerstone on which everything is built.
I worked with a non-profit that helps survivors of traumatic burns. Their branding needed a more focused approach to get their message out.
The finalized vision statement is clear:
To build a community of resiliency where each person feels inspired to approach their life with bravery and fearlessness.
The single idea driving the brand:
Welcome to a village of healing in action.
Audience mindset
Understanding the “job” your business is helping to solve for is a key ingredient to successful branding. Defining your audience not by demographic categories but by understanding the problem you are solving for them.
Working with a private therapy practice specializing in marriage and family counseling, we uncovered “the job” his brand needed to do was:
Embrace and pivot. Recognize where they’ve been, but focus on the destination of who they want to be instead of buying into the lie they’ve told themselves.
Strategic approach
This 4 points tool created by Mark Pollard, helps to organize thoughts and provides a framework on which creative solutions can be developed.
Example for an impact investment advisory firm:
Problem: People don’t know who to trust with their money.
Insight: People are embarrassed (and paralyzed) by what they feel they should know, but actually don’t.
Advantage/Edge: There are lots of things we aren’t experts on. Working with an advisor who has aligned values takes the burden off you.
Strategy: It can be humbling to learn new things, but once you know better, you’re able to do better.
One-liners
Used constantly to introduce yourself, having a bite-sized and interesting way to describe your work is important. It needs to align with the messaging of your brand and it needs to be sharable.
Here are a few one-liners I’ve helped to craft:
I help financial services teams solve big problems with unconventional thinking.
I’m a therapist and relationship expert for people who are feeling blocked.
I fix leadership diversity pipeline bottlenecks in schools and nonprofit organizations.