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your brand is more than your logo

Brand Strategy Framework


Discovery Session

We start every project with a discovery session which is where we meet with our clients to get the best understanding of their business and their needs.  We ask a lot of questions and try to listen to our clients' needs, problems and goals.  This allows us to gain understanding to develop a strategy accordingly.

Research, Brainstorming & Planning

Once we have a great understanding of your business, we are able to conduct research and  read about your business and your target market. After this, we begin to create your strategy for your brand in preparation for the strategy workshop.

Brand Strategy Workshop

We work through the brand strategy workbook that is our custom process.  Through this we brainstorm, strategize and develop the details of your brand strategy.  After this, we summarize the strategy into a more concise and visual brand guide that can be used as a tool to keep your brand consistent for years.


A Logo Is Just The Face Of Your Brand

Having a professional logo that represents the value for your business is extremely important, but this is just the start.  The logo has to be accompanied by branding which is created through brand strategy.


Most Logos Say Very Little About The Actual Business

Contrary to what many people think, a logo doesn't need to say everything about your business.  In fact, most valuable brands have logos that say nothing about their business or what they do.


The Brand Is The Meaning Behind The Logo

Managing the perception behind the logo is where the real power is.  A logo is a vessel of everything your business does.  The brand is what gives the logo meaning and how you resonate with your audience.

Develop Your Internal Brand

The first step of brand strategy starts with understand the very specific details of your business.  This includes understanding who you are, what you do and why it matters.  This sets the framework for the rest of the strategy.  We have found the lack of understanding of ones business is  a large problem today.  This is why we have made it a cornerstone of our services. We also consider your competition and how we can differentiate you in the market.  This is crucial to a business' health.


Define Your Target Market

Step two of brand strategy is to evaluate the target market.  This is the foundation of learning how to connect and appeal to them.  We consider who they are, how they feel, what appeals to them, where they spend time, and how to reach them.  We dissect the  details so that we can gain understanding.  Many businesses miss this aspect and it is crucial.  This is why if you invest your time in creating a well thought our brand strategy you can find an effective way to stand out in your market. 


Shape Your Brand Identity

Step three of brand strategy is the last foundation step where we merge the findings of step one and two.  This is where we summarize who you are, who your target market is and how you can shape your brand strategy and brand identity around that. Connecting the details of these two aspects will determine how you can speak and connect with your customers and where you should spend your time and money in marketing, advertising, and graphic design. 


Find Your


Brand Strategy step four is developing communication with your potential customers and this  is of vital importance.  We use the data from the first 3 steps to develop a tone of voice. Depending on the type of business and who the target market is we can begin to understand how to speak directly to the the customers.  It is very powerful to understand this aspect of your brand so that there is not a disconnect through all of your marketing efforts. 


Design Your Marketing Strategy

Brand Strategy step five is to use the data from the first 4 steps to conduct a marketing strategy that makes sense for your business.  Norris Design's Brand Strategy workshop should always save our clients' money in the long term.  Understanding who you are and who your target is should help streamline your marketing and prevent your business from wasting  money and time on marketing avenues that don't reach or appeal to your target market. 


Launch, Analyze, and Evolve

The final step of our brand strategy session is ongoing.  We discuss the steps it takes to move forward and implement the strategy.  Then, we talk about the importance of continual analyzation, growth and change. Every business grows and changes.  It is always important to consider these changes and growth so that we can adjust your brand strategy accordingly.  This is where we offer an ongoing brand consultation service so that we can have regular check ins. 


Branding has many misconceptions. It is not just a logo or tagline. It is an all encompassing feeling and reputation that a company or product has fostered in order to promote trust and value in their market.

Brand strategy is simply bridging the gap between your business and your target market as well as creativity and strategic thinking. It is a guide to direct every decision and action that you make in your business. This is relevant in large marketing decisions as well as day to day tasks.


A brand is said to be an overall feeling about a business. This includes marketing strategy, customer service, character, design and so much more. Every move your business makes is effecting your brand in either a positive or a negative way. This is why it is critical to make sure that every action is intentional according to your company’s goals, morals and vision.


The goal is to be able to create a target that is clear through strategic thought and research so that you are able to have much more value in every move that you make. The planning and strategy behind a brand can make or break a company. Every business should be a student in understanding their market. It is important to understand people, how they react, what they want, why they spend money and how you can use this to your advantage. Because of this, we realize that everything a business does should be focused on the target market rather than the owner of the business.

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