Brand Strategy Guide

To determine your brand strategy, you need to know

What is your product or service?
Having a clear goal will make it easier for your clients to connect with your brand and help separate it from the competition.
- What problem does it solve?
- Where and how does your product or service show up?
Who is your competition?
Knowing your advantages and weak points will add clarity to your strategy.
- What do you offer that others can't?
- What do you do better?
- What are your limitations?
- What does your competition do or offer that you can't?
- How can you stand out among your demographics' other options?
What is your company’s purpose beyond making money?
A well-defined purpose builds credibility and gives you something to work towards. Defining your why will help you determine your goal, vision, and core values.
- What is your back story?
- What are your mission and values?
- How do you accomplish your mission?
- How does your mission align with your values?
Who are your ideal customers and or audience?
Your Customers and Audience make up your demographic. You need to determine what they are looking for and their need for your services or products.
- How does your product or service add value to your demographic's life?
- Why should they trust you?
- What are you doing to establish trust?

Strategy Guide

Brand strategy provides a blueprint for everything from marketing campaigns to product development. So that every brand interaction is consistent, and aligned with your brand’s goals and values. An effective strategy involves combining each brand element into a consistent story.

Here’s a step-by-step approach:

DEFINE YOUR BRAND PURPOSE AND MISSION
Define why the brand exists and its overarching goal. It’s the "why" behind what the brand does and outlines its aspirations and intentions.

Start with why your brand exists. Articulate its purpose and mission statement. The purpose connects to the brand’s deeper values, while the mission is the actionable goal.
Example: If the mission is to empower BIPOC small business owners, keep that central as you develop each brand element.
UNDERSTAND YOUR TARGET AUDIENCE
Knowing the target audience allows a brand to tailor its messaging and offerings to their needs, desires, and values.

Research your audience’s demographics, psychographics, and pain points. This understanding will help shape your messaging, tone, and positioning.
Example: If targeting BIPOC entrepreneurs aged 25-40, learn their business challenges, preferred platforms, and cultural influences.
CRAFT YOUR BRAND POSITIONING STATEMENT
Positioning is about carving out a unique space in the market. Including defining what makes your brand different in your audience’s eyes.

Define your brand’s unique offering in one sentence that captures who you serve, your value, and what makes you different.
Example: "We are the go-to resource for BIPOC entrepreneurs seeking creative support, providing accessible and culturally resonant brand solutions."
DEVELOP YOUR BRAND PERSONALITY AND VOICE
These are the human characteristics associated with the brand and how it communicates. A brand’s personality and voice make it recognizable and relatable.

Think of your brand as a person and decide how it would communicate. Is it friendly and empowering, or bold and direct? Choose traits that resonate with your audience and a tone that matches.
Example: A supportive & encouraging personality, and inclusive actions may work well.
DEFINE CORE VALUES
These are the principles that guide a brand’s actions and decisions. Values are essential for building trust and authenticity with the audience.

Guiding the brand’s actions from marketing to customer service. These values should resonate with your audience’s beliefs and shape all brand decisions.
Example: Values like inclusivity, creativity, and community support could be key.
CREATE MESSAGING FRAMEWORKS
This defines how your brand communicates through language, tone, and storytelling. Core messages and taglines reveal your brand’s personality by how they show up.

Develop a core message and supporting messages for various platforms. The core message is your brand’s promise. While supporting messages address specific audience needs. Each message should reflect the brand’s positioning, values, and voice.
Core Message: "Empowering diverse entrepreneurs through impactful brand storytelling."
‍Supporting Message: "From brand design to social media support, we’re here to help you shine."
ESTABLISH VISUAL IDENTITY
This includes your logo, color palette, typography, and any visual elements that represent the brand. These elements should align with the brand’s personality and appeal to your target audience. Incorporate colors and symbols that resonate with your audience.
MAP OUT CUSTOMER EXPERIENCE AND TOUCHPOINTS
Every brand experience should reinforce trust and connection. Every touchpoint should also reflect the brand’s purpose. Each interaction should be consistent with the brand’s promises. This includes the product or service, customer support, website, and social media interactions.

Bringing It All Together

Now that you’ve created a strategy that feels consistent and appeals to its target audience. Your brand will become more recognizable over time. If your brand helps BIPOC small business owners, your brand strategy might look like this:

PURPOSE AND MISSION

To empower diverse entrepreneurs with creative tools and resources.

TARGET AUDIENCE

BIPOC entrepreneurs aged 25-40 who value authentic, culturally relevant brand support.

POSITIONING

A community-focused brand partner specializing in culturally resonant, affordable solutions.

PERSONALITY AND VOICE

Friendly, inspiring, and supportive.

CORE VALUES

Inclusivity, empowerment, creativity, community.

MESSAGING AND STORYTELLING

“Empowering you to create a brand as unique as your story.”

VISUAL IDENTITY

Warm, inviting colors, minimalist yet expressive typography, and culturally resonant symbols.

CUSTOMER EXPERIENCE AND TOUCHPOINTS

Every touchpoint and experience should be accessible and focused on delivering real value.

Brand strategy is a continuous process that requires ongoing tweaking and improvement. Analyze your audience’s response every few months to see what works. If something isn’t resonating, try testing different approaches. Such as revising messaging, enhancing visual elements, or exploring new technologies.

To ensure your branding remains effective. Establish clear goals and Key Performance Indicators (KPIs). Review your progress regularly, and adjust your strategy as needed. Monitor how your competitors position themselves and adjust to help differentiate your brand.