Crafting a Brand Strategy: A Step-by-Step Guide
Because looking polished isn’t the same as being clear
If you’re building a business—or trying to grow one—you’ve probably heard you “need a brand.”
But most people stop at a logo and a color palette.
That’s decoration.
This post is about what comes before all that.
What you need is a brand strategy: a clear, structured way to define what you stand for, how to talk about it, and how to show up consistently so people trust you.
Here’s how I walk clients through it—from foundational thinking all the way to voice, messaging, and visuals that actually work.
Phase 1 – Foundation
Before anything looks good, it needs to mean something. This is where it starts.
1. Purpose
Why do you exist?
Not the fluffy answer—the one that drives you when business gets hard.
If you’re stuck here, read: Don’t Ignore Brand Strategy →
2. Vision
Where are you headed?
What kind of business do you want to be in 5–10 years?
3. Mission
What do you do, who do you serve, and how do you help them?
4. Core Values
What do you stand for—really?
Your values shape your decisions, your tone, and how your business feels to work with.
Your brand isn’t your logo.
It’s the emotional connection people feel when they experience your business—and that only comes with strategy.
Phase 2 – Positioning
This is where clarity meets context—so people get you and choose you.
5. Target Audience
Who are you for—and who are you not for?
What do they want, and what’s frustrating them?
→ See how I help clients define and reach their right-fit audience
6. Customer Journey
What do people need to hear at each stage—before they trust you, book you, or recommend you?
7. Market Research
You’re not building in a vacuum.
This step is about understanding your space, not copying it.
8. Positioning Statement
What’s the sharpest, simplest version of “Here’s who we are and why we’re different”?
9. Differentiation
You don’t need to be radically different—just clearly not like everyone else.
That’s what this step uncovers.
Phase 3 – Expression
This is how everything shows up—visually, verbally, emotionally.
10. Brand Archetype
What kind of character are you in your customer’s story?
Not just a personality—but a role they can recognize and relate to.
11. Brand Personality
Serious or playful? Bold or calm?
This affects everything—especially how people feel when they interact with you.
12. Tone
It’s not what you say. It’s how you say it.
Do you sound confident? Approachable? High-end?
→ Need help defining your voice? Let’s talk
13. Voice
Your tone may shift by context, but your voice stays consistent.
That’s what builds trust over time.
14. Messaging Framework
This is where your positioning, voice, and clarity come together.
Includes:
Brand promise
Key phrases
One-liners
Sales copy anchors
15. Storytelling Framework
People remember stories.
Your story isn’t about you—it’s about what your audience sees in your journey, your work, and your wins.
16. Tagline
Short. Sharp. Ownable.
Good taglines are built on strategy, not wordplay.
17. Elevator Pitch
If you had 30 seconds to explain what you do—without losing the person you’re talking to—what would you say?
Want help building a brand that actually works?
I help solo businesses and small teams build brands with substance—so they don’t just look good, they land with the right people.
→ Book a Clarity Session
→ Explore Common Brand Strategy Mistakes
