I often wonder if people understand that the term Brand Strategy encompasses way more than a logo. In fact, truly your strategy should come first, because it guides the logo design.

One of the questions I hear most often from entrepreneurs is “How do I create content that comes across the way I want to?” I also hear a of “Nothing I write sounds right.” As a writer, I can relate! And this is where Brand Strategy becomes that beacon of light in the darkness.

What is a brand?

While a brand incorporates a design or symbol that people recognize as its own, it’s more than that. It’s a reputation, a feeling conjured. It’s what people think of when they see a logo or hear a name. If done right, a brand is strategic, intentional and consistent.

What is a brand strategy?

Your brand strategy represents an in-depth and informative definition of who you are, what you stand for, why someone should choose you, and what they can expect when they meet you.

Why develop my business brand?

In short, a successful brand strategy tells your story just the way you want it to be told. Have you ever witnessed someone saying one thing to one person and a completely different thing to another? Or that person who speaks one way in public and then the polar opposite in private? Makes you a little suspicious, doesn’t it?*

We don’t want people to be suspicious of your business.

Writing in a consistent voice and tone is one of the best (and easiest) ways to create confidence in your service or product. It also helps differentiate you from your competition.

*A caveat, if you will: brand strategy will determine your voice, or who you are as a business. It will also define one or more tones. Certainly, a trustworthy person can speak in a more formal manner when giving a presentation but then loosen up a bit when having cocktails with friends. Businesses often adopt a more casual tone on social media — but the voice has to be the same whether you’re giving a client presentation or Tweeting.

I can hear the arguments now … but what about [insert outspoken entrepreneur]? Good question and one that we’ll dive into later.

How do I develop my business brand?

Great question! The answers depend on whether you’re a new or an established brand. There are a variety of methods employed by people to develop a brand, but they all seek to answer the same basic questions

• What do your customers want from your business?
• Why should customers choose you?
• What is your desired reputation?
• What is your actual reputation?

For new businesses, I’ve found it best to determine your goals first. I use the Vision, Mission, Strategy methodology. Once we’ve put that on paper, we start talking about the actual brand strategy. In my workshops, I ask a series of questions, tailored to the industry, that are designed to help you discover exactly who your business is. We eventually get to your voice and tone, and that, my friends, helps us know exactly how to write to sound the way you want to sound.

Established businesses may find themselves lost either because they never determined their branding or because they’ve evolved. You already have a reputation, so Interviewing customers and staff is essential. For larger corporations, change management tactics should be considered. The more people onboard with a change, the better.