Branding begins with strategy, not design

Melissa Packham ⚡️ Brand & Marketing Strategist

Look, I’ll get straight to it.

Brand strategy is not design. Nor is it copywriting. It’s an insights-driven plan that is designed to drive your business forward. It’s more than aesthetics and feel-good words. Which, yeah, they’re a big part of, but they’re not the whole picture.

I emphatically believe you as a business owner should be the one owning your strategy, not waiting for someone else to give you the big ta-da. (AKA it pisses me right off when people get promised ‘brand strategy’ and get a style guide).

But Melissa, I don’t know how to create my brand strategy!

No troubles, bubbles. I gotchu.

I’m here to help you #ownyourstrategy, so you can build a strong, consistent brand you love.

 

beware the glitz & glamour

The creative side of branding is important of course, don’t get me wrong, but on its own it’s not strategy. And why does that matter? Because the creative part will only get you so far.

There are three core parts to any good strategy:

U

Know what you're solving

Before you can build a strategy, you have to first know what challenge you need to address. You do this by analysing what’s going on in the environment you operate in.

Create a brand blueprint

This part of building a strategy is about creating a framework, so you can stay on-brand and deliver your promise consistently. Brand personality, tone of voice, value proposition, offer and messaging all come in here.

Build an action plan

No strategy is complete without a clear action plan. Take all those juicy insights and your brand blueprint to create a plan for taking your brand to market. A marketing plan that aligns with your business objectives is part of this stage.

beware the glitz & glamour

The creative side of branding is important of course, don’t get me wrong, but on its own it’s not strategy. And why does that matter? Because the creative part will only get you so far.

There are three core parts to any good strategy:

U

Know what you're solving

Before you can build a strategy, you have to first know what challenge you need to address. You do this by analysing what’s going on in the environment you operate in.

Create a brand blueprint

This part of building a strategy is about creating a framework, so you can stay on-brand and deliver your promise consistently. Brand personality, tone of voice, value proposition, offer and messaging all come in here.

Build an action plan

No strategy is complete without a clear action plan. Take all those juicy insights and your brand blueprint to create a plan for taking your brand to market. A marketing plan that aligns with your business objectives is part of this stage.

Are you picking up what I’m putting down here?

let’s do this

 

 

Brand strategy is to your business like

the heart is to your body.

It pumps the life force, keeps it alive and is connected to every other element of your business. Having a clear brand strategy informs all 👏🏼 the 👏🏼 strategies 👏🏼 in your business. Everything stems from it. It makes decision making easier – about everything from who to hire, to how; from products to packaging; from your content to your social media bio. EV-RY-THINNNNG.

It makes the path forward clearer. It aligns everyone working on your business to that one, cohesive path. It energises and drives your business (and you as its owner).

It all sounds a bit dramatic, doesn’t it?

Yeah well, I always was one for a bit of melodrama.

Need to get your brand in order?

Identify all the things you need – that aren’t just your logo – for a strong, consistent brand with this checklist. Oh yep, it’s FREE.

Need to get your brand in order?

Identify all the things you need – that aren’t just your logo – for a strong, consistent brand with this checklist. Oh yep, it’s FREE.

And who TF do I think I am?

Hey, I’m MELISSA

A corporate escapee, 80s music tragic, craft beer lover, eco noob, toddler mama. I’m a brand and marketing strategist helping good humans understand how to strategise for their business.

Having been in the marketing game for almost 20 years (eeep!), managing some of Australia’s biggest and most-loved brands, I know that when you really know your brand and let it guide every decision you make in your business, you build a better brand. I also know how paralysing it can be not having a plan. The overwhelm, the constant second-guessing, the feeling like you’re spinning the wheels and not getting anywhere. It’s awful. And unnecessary.

I’m passionate about helping brand owners like you get all up in their own business. Clarity, strategy, action. That’s what this game is all about 👊⚡️

Thinking about pivoting?

50 Prompts for Pivoting

During times of crisis it’s easy to panic and make swift decisions based on emotions (like fear). I created a workbook to help you validate some of those decisions, to make sure they’re aligned with your longer-term brand vision.

Name your price.

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