the experience

What’s inside a Brand Strategy Session?

I get it – rebranding can sound like a wild rollercoaster, you’ve got a million and one things to prep for let alone having to think about terms like “brand blueprint” or “strategy” and “SWOT analysis”.

The secret behind both that overwhelm and a successful rebrand? A brand strategy session.

A brand strategy is like the secret recipe for your business success. It’s a mix of ingredients that define who you are, what you do, and, importantly, why you matter.

Start with a pinch of your target audience – who are they and what makes them tick? Then, toss in your unique selling points – what sets you apart from the crowd? Sprinkle in your values and personality, giving your brand some character. Don’t forget to stir in a dash of consistent messaging and visuals.

Blend it all together, and voila – you’ve got a brand strategy! It’s the roadmap that guides your brand’s journey, helping you connect with your audience and leaving a lasting impression.

If you’re unsure exactly what entails a Brand Strategy or whether your brand needs one, let me walk you through my process…

A really basic overview

Find any old blog post on Google and it will list the basic requirements for a brand strategy:

Brand Purpose: Your mission statement, values
Target Audience: Customer segmentation, Buyer personas
Brand Positioning: Unique Selling Proposition (USP), Competitive analysis
Brand Personality: Tone of voice, brand traits
Brand Identity: Logo, colour palette, typography, imagery style
Messaging: Key messages, elevator pitch

And sure, you do need these but I’ve found in the 16+ years of working with small businesses, that embracing these brand strategy elements is like crafting a unique story for your business. They’re not just checkboxes; they’re the vibrant threads that weave together a personalised narrative, making your brand resonate authentically with your audience.

Think of a Brand Strategy session with me as less corporate jargon fillers and more about infusing your business with a distinctive personality that speaks directly to the hearts of your customers, creating a connection that goes beyond transactions.

All of the above is important, but let’s inject a little fun into the discovery process…

Step 1: Dive into your business DNA

Think of this as a journey into your business soul, I often refer to this part as a therapy session for your brand. We’ll chat about your mission, your values, your quirks, and even your favourite pizza toppings (no really, I’ll be throwing some, what may seem, random questions your way to help us really get into the heart of your brand).

By understanding what makes your business tick, we set the stage for a brand that not only looks good but feels authentically, uniquely you on the inside too.

A huge part of this process is founded by what I refer to as your three P’s; purpose, promise and personality. We’ll expand on these to build out your core values and the brands ethos.

Step 2: Know your audience, love your audience

Ever felt like your brand messaging is a bit like whispering sweet nothings to the void? Or those Instagram posts are falling on deaf ears? Fear not! In this part of the strategy session, we’ll dissect your audience like a forensic detective at a crime scene (minus the crime, of course). Understanding who your people are helps tailor your brand message so it’s like a magnet, pulling in the right crowd.

My brand strategy sessions include a full bio of your ideal clients (yes – you can have more than one ideal client) and including a breakdown of your “brand magic” which covers how the brand will go above and beyond for each client.

Step 3: Magic check: what sets you apart

As part of discovering your magic, we’ll dive into your SWOT. Not just a fancy acronym, SWOT stands for:

I’ll help you identify all of the above. This includes a deep look into your competitors, your short + long term goals and an overview of your market position. This intel equips us to craft a brand that not only stands out but can tackle anything the business universe throws at it.

Step 4: Crafting the message – a love letter to your audience

It’s time to nail the talk. Working with your Copywriter, we’ll craft a message that resonates, connects, and leaves an impression. Your brand will have a voice that sings from the mountaintops and whispers in the valleys, creating an emotional bond with your audience.

Step 5: The visual foundations (aka the bit you’re most excited about!)

Now comes the fun part – visual storytelling! I’ll create a two mood boards that are basically a Pinterest party for your brand. Colours, fonts, vibes – you name it. It’s the roadmap for the visual masterpiece that awaits your brand, all packed into two snazzy boards.

We’ll also explore colour palettes; nailing the colour for your brand is less about your favourite colours and more focused on your ideal clients and brand messaging. It’s also one of the areas which can feel the most overwhelming for you so knowing you have a pro who is obsessed with colour is one less thing for you to worry about. We’ll explore different colour palettes together and look into the psychology behind them.

Step 6: The game plan

Armed with all this incredible knowledge, I’ll build out your full Brand Strategy . It’s not just about a pretty logo; it’s about making your mark in the business universe.

My Brand Strategy sessions cover two parts;

  1. A 1:1 in depth consultation call, we’ll talk through your brief in full detail
  2. A 40+ page brand strategy document for you to keep and use as the blueprint for running your business.

When you add-on a strategy session to your brand booking, you’re ensuring every element of your business aligns for an out-of-this-world brand transformation.

So, there you have it – the not-so-secret recipe for a killer brand strategy session. Ready to take the plunge? Find out more about my Soar and Elevate branding services here.

Becky x
Welcome to the BLD Blog

Hello! I’m Becky. A brand identity & website designer for passionate & ambitious small businesses. This little corner of my website is dedicated to sharing the 15 years of experience I have with brands, websites and of course running a small business.

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