The visual identity needs to be a part of the brand strategy and ideally, should be broken into three parts: who you are, why you exist, and how your content will drive brand recognition. These answers should also include information on the expected customer experience. As an example, if your product catalog is too long it could overwhelm the customer and affect their purchasing decision.
The terms ‘brand strategy’ and ‘brand identity’ are often used interchangeably, and that is perfectly fine. We could even go as far as saying that these two are pretty much one and the same because they both touch on how best to make your presence known through whatever channels you choose to communicate with your customers.
A brand strategy should be a few simple, clear pages that clearly state:
- Your purpose
- Your values
- Your positioning statement
- Your personality
- Your audience
- Your brand identity guidelines
To create an effective brand strategy and produce brand identity guidelines, follow these three steps:
Research and Discovery: Kick off the process with serious brand discovery homework, which can include branding exercises, interviews, and audience research
Strategy Session: Hold a meeting or multiple meetings to figure out your brand, answer key questions, and document it
Creative Guidelines: Establish brand identity guidelines for how your business will be presented through design and copy