Brand Strategy is like a sandwich:
The sum of its parts makes it a complete meal.
When done right, your brand will have all the nutrition it needs to flourish!
The Sandwich is composed of
8 Essential Layers:
One Part OBJECTIVES (left)
One Part STRATEGY (right)
The Business Objectives Ingredients
These ingredients will form your brand strategy. Leave these out and your brand will lack structure and fall apart.
Vision
The vision is the engine behind the brand that guides the future. It reflects and supports the business strategy, makes you stand out from competitors, and inspires your employees.
(*Tip: It should be unattainable so it can keep going and going!)
Pillars
What does your brand stand for? The pillars are the brand's supporting beams. Whether they are innovation, economy, or social well-being, every brand has three to five pillars.
Market
Designing a brand without studying the environment where it competes is never a good idea. Instead, find your audience and watch your competitor's offerings to establish how you can distinguish your value proposition.
Initiatives
The only way to make a genuine mark is by extending your brand beyond your product or service. So think about your pillars and how they can become programs that expand your brand's reach. i.e., an educational program.
The Brand Strategy Ingredients
Without these, your brand lacks texture, flavor and true personality.
Concept
The concept of your brand must reflect its long-term vision. When done correctly, you may not need to change your brand concept for many years. Some people call this the "brand spirit."
Messaging
What is a brand without a voice? Each message must be derived from the brand pillars. What the brand stands for, informs on and to whom your brand is speaking to.
Identity
Part visual and part language, your brand strategy is only well aligned when your brand name and visual language understand the market. Consider the concept behind your brand as a critical indicator of your overall look and feel.
System
A brand is not a logo; it is a well-designed system that works together for the brand. Your initiatives will tell you what this system must include to meet the brand's needs. They can be many things, from a gluten-free seal to an open-source badge.
The Brand Strategy Sandwich's layers
should work for your business
It is the relationship between the layers that make up an excellent nutritious brand strategy.
What are the benefits of a complete Brand Strategy sandwich?
A healthy brand strategy is more likely to be...
Representative of your brand for the long run.
When it comes to brands, nothing beats long-term consistency. Being effective from the beginning and aligning your brand strategy with your vision and pillars will set your brand up for years to come.
Keep your brand's efforts focused on the right people.
Knowing your market and target audiences will result in a brand that knows how and why it speaks to them. When done right, no one will ever be confused about what is it that your brand offers.
Enable diversification & brand scalability.
Scalability is about making processes more accessible and streamlined. Brands benefit greatly from design systems that allow them to scale without needing to re-think their entire identity.
