Brand Strategy
Creativity is powerful, but without a clear brand strategy, it may miss the target. While your vision and plans for your venture will define your offer, your brand strategy will specify: whom we serve, how it is done, why it is important, and what makes your brand unique.
Defining these subjects will expand your mission and create a brand overview. They should be your first guide to creating a successful brand.
WHOM WE SERVE
Instead of asking “Who has what I need?”, I’m learning to ask, “Who needs what I have?”. ~ Denvil Lee
“Who needs what we have?” is a good question. It will help you visualize your customer’s first avatar.
After all, you are not building the brand for yourself.
Do you know the market demographics you want to reach? It is important because their expectations and preferences may differ from yours.
Example: I hope to reach small business owners. They are typically aged 35-60 and own physical stores, offer local services or create individual online operations. They are interested in budget-friendly solutions to help them manage and simplify their work. They often hope to engage in their community.
Your turn! Can you describe your audience? It may require some research. Think what it is that you want to offer, and “who needs what I have” – and do it.
Knowing your audience is a huge part of your success.
HOW IS IT DONE
Brand Values and Guiding Principles
Brand values define a brand’s behavior and must be reflected in all the brand’s actions, including the selection of brand aesthetics. Here are a few examples of brand values and guiding principles that I strive to follow in my writings:
- Value: User-friendly
- Guiding principle: Write in a friendly tone, and use everyday examples to explain professional subjects.
- Value: Practical
- Guiding principle: Communicate tips that are easy to follow and supported by useful resources.
- Value: Reasonable
- Guiding principle: Promote free resources and DIY projects.
WHY IT IS IMPORTANT
Clearly defined brand values will help you in many ways:
- Brand values preserve brand identity.
With competition constantly increasing, standing out from the crowd through specific values can set apart the average from the noticeable. While the growing popularity of using AI tools for creating keywords and content makes the process easier and faster, it also makes many brands look the same. Observing specific values may be their first line of defense from this mediocrity.
- Brand values can lead to loyal customers.
People feel respected knowing that you tailor your proposition to their preferences, so make sure your values align with your audience’s.
They also like familiarity. Knowing what to expect makes them more likely to return to you.
- Brand values will attract the right partners and employees.
Do you remember that “birds of a feather flock together”? Exactly. You may be on your own today, but once your business grows, you’ll be glad to be joined by like-minded people.
Your brand’s values will also explain the merit of your brand. Don’t take my word for it. The “Big Guys” know the “value of values” and use them:
- Apple© sells innovation,
- Nike© sells endurance,
- Volvo© sells safety
– You see the point.
Whatever your offer or products are, most likely they are not unique in the market. You need a strategy and distinct values to tell (and show) your brand’s special traits.
WHAT MAKES THIS BRAND UNIQUE
Brand Story
In addition to extraordinary characteristics, your brand can gain recognition when it’s supported by a story.
We may be fascinated with AI right now, but humans want to connect with other humans. The goal of a brand story is to make it as relatable to your audience as possible. Think about the “why” behind your brand. Maybe it is a solution to a problem you struggled with in the past. Maybe it’s a long-time passion of yours, and you want to share it.
People will not care how much you know until they know how much you care.
Brand Story Ideas
Creating a good story takes time, but it’s a time well spent. These are some brand story ideas for you to choose:
1. Brands that solve problems are sought after.
The Airbnb@ founders could not afford their rent, so they rented out a mattress in their living room.
2. Stories from the past can inspire.
Apple is not just about cool and pricey electronics; it is a story about a garage startup that revolutionized the world. People like to be part of this kind of transformation and are willing to pay extra bucks for it.
3. Sharing your vision is important.
In times when taking care of the environment became more and more popular, the visionary Patagonia@ brand emerged from a deep passion for nature and dedication to protecting it.
4. Building a company creates stories.
This is why people like to have so many good reviews for their business. The best way to prove that your brand promise works is to share your satisfied customers’ stories.
Brand Story Sample
I’ve seen too many small businesses with limited time, tight budgets, and no big marketing team to help, constantly chasing the latest trends in hopes of standing out. Beautiful ideas would emerge, only to be undone by shifting opinions or the influence of whatever was popular that week.
That was when I realized the power of strategic brand design, centered on a clearly defined mission and the audience’s preferences.
This inspired the “Memos for Brand Builders“, a workbook containing practical, DIY ideas written to help small business owners and independent creatives build brands that feel true, look great, and stay consistent. The book has been available on the Amazon store since February 2026.
DISCLAIMER: I am an Amazon affiliate, and this is my affiliate link.
BRAND PERSONALITY
Like a person, your brand will develop a personality.
By now, you know that a brand is more than just a logo or a name. It includes people’s overall feelings and perceptions about a company or product.
This personality is shaped not only by visual elements, but also by how your brand communicates, and the overall experiences people have with it. So, when you see a familiar color, typeface, or hear a certain tune, and it reminds you of a company, that’s the well-designed brand in action.
Clearly defined values, guiding principles, and the image of your best customer should control your brand personality formation. If you skip these steps, your brand will eventually develop a personality of its own.
But it may not be the one you like.
With the values and guiding principles specified, it is time to start writing a very important element of your brand: the mission statement.