An organization’s brand strategy is a set of words and phrases that together formally articulate the core essence of your brand. It should be inclusive of your history and your future, your products and your services, your customers and your prospects, the attributes of your brand, your place in the marketplace, and, importantly, how you bring it all together uniquely.
In order to capture and articulate this all succinctly, we must dig in. Deeply and thoroughly. Internally and externally. The process can’t be avoided, and the effort can’t be minimized. At Starfish, we take this process as seriously as the brand demands because only this form of rigorous brand development will yield the most authentic brand strategy. And this is the only kind of brand strategy we deliver.
We’ll deliver all of the formal components of a brand strategy, including the value proposition, positioning statement, brand idea, and brand story. But also, we include brand architecture in our brand strategy. From our perspective, brand architecture is a bit of a lost art – an afterthought. When instead, this component of brand strategy can organize your company in a way that helps constituents understand you and makes you more appealing.