Brand Strategy

(Way) More Than Just Your Logo

Know who you are, who you best serve, and how you do that,
and then share that effectively with the people that care most.


Brand strategy is about more than just a logo, or a color scheme, or even messaging.

It’s about how the needs of your customer, your goals, and the parts of your organization that your customers touch, come together – and the experience that people are left with as a result.

See, ultimately, your true brand is the emotional connection you make with your customers. It is the promise of an experience. It’s the immediate and visceral reaction people have when they encounter or interact with your company in some way, and then of course what they say to others about you and whatever happens from there.

That said, Brand Strategy is about being smart and thoughtful from the beginning and mapping your path as best you can so that you actually create the connection, experience, and end results that you’re intending to. Full Brand Strategy includes:

Brand Positioning
  • Competitive Research
  • Ideal Customer Personas & Profiles
  • Customer Surveys
  • Positioning Statement
Brand Persona
  • Brand Archetype
  • Tone of Voice
  • Core Values
  • Naming
Messaging Hierarchy
  • Brand Promise
  • Brand Messaging Architecture
  • Individual Value Props/Positioning
  • Marketing Messaging
Visual Identity
  • Logo
  • Typography
  • Color Palette
  • Brand Guidelines
Go-to-Market (GTM) Strategy
  • OKRs (Objectives & Key Results)
  • Content Strategy
  • SEO Strategy
  • Paid Media Strategy
  • Recruitment/Employer Brand Strategy
lightning bolts


Our Philosophy
Our Philosophy


  • Must be clearly defined
  • To generate more revenue, more Customers or  new Customers


  • Created when Goal satisfies a particular want or need for Customer
  • Business-wise: equates to revenue


  • What you want the Customer to do (subscribe, engage, buy, etc.)
  • Made valuable by aligning with Customer’s needs
  • Must be executable by Resources


  • Results from effectiveness and efficiency of Resources 
  • Business-wise: equates to profit


  • People, processes, and systems
  • Determine ability to execute Goals


  • Created from Customer’s interactions with your Resources
  • Business-wise: generates emotion (true brand), reputation, and resulting effects (testimonials, referrals, complaints, etc.)

Ready for a [RE]freshing take?