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What is brand strategy?

It is a common false-belief that businesses can get by just grabbing a logo from somewhere and moving on. I’ve even seen some businesses that don’t have a logo at all.

Do I really need brand strategy?

The short answer is YES, if you want your business to grow.

Here’s why:

If you have been doing a bit of research on designers, then you have probably come across the term “brand strategy” or “brand strategist” at least once or twice… or maybe not at all before now. Either way, I’m about to tell you all about it!

First we have to get something out of the way, I won’t go into much detail because I have another blog article already written all about this! You can read it here

A brand is NOT a logo.

Your brand is the atmosphere of your business. And your logo is a symbol that represents that atmosphere.

In simpler terms, a brand is what a business looks like, sounds like, smells like, feels like, tastes like…. think Tiffany & Co vs Claires. Both are jewelry brands, but they have very different vibes compared to each other. They are different for several reasons. They serve different types of customers, they have different standards for quality, they have different business values, etc All these factors play a part that makes up their brand atmosphere. It goes beyond the look of their logo.

That’s where brand strategy comes into play!

As a designer who offers brand strategy, I have a process that walks us through analyzing who your ideal customer is, what they need, what they don’t need, how their mind works, what they like to see when they shop, and what keeps them coming back for more.

But that’s not all, we also analyze how you sit next to your competition. What will help your customers choose YOU over them? Brand strategy helps us to find those answers.

This in-depth process allows us to see the bigger picture of your brand. We can identify holes that need to be filled in your marketing strategy and we’ll have a solid understanding of how to effectively communicate to your customers.

“Design is thinking made visual”

– Saul Bass

Good design solves problems. Good design is communicative. My job as a brand designer is to create visuals that effectively communicate your brand atmosphere to your customer from the very beginning. I will base all of my design choices on the strategy that we have created together. 

For example, if we determine that your customers need to feel safe and secure when they interact with your business, then the colors, fonts, and design styles I recommend will support that feeling. I most likely will not recommend bold colors and fonts, even though they are eye-catching. A bold style would not be one that is attractive to customers seeking a safe space.

However, there are SO many factors to consider in your brand visuals, and so many different ways to put it all together. Every business is unique and it should be branded that way.

So, do you really need brand strategy? 


It is a common false-belief that businesses can get by just grabbing a logo from somewhere and moving on. I’ve even seen some businesses that don’t have a logo at all. However, if you have started a business with the intent to grow and make substantial profits, you will inevitably need to go back and create a brand strategy, which will probably alter how you present yourself physically, visually, and verbally.

So why not do it now? Let’s work together to get it done right the first time. 

I promise, it’s worth it.

Reach out today to inquire about your brand strategy project.
xo, Karely

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