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Brand Strategy Vs. Brand Identity

Building a strong brand is crucial to any business' success and longevity. But it's not always clear what exactly goes into creating that brand. Often, the terms "brand strategy" and "brand identity" are used interchangeably, but they actually refer to two distinct aspects of branding. So, what's the difference? In this guide, we'll break down everything you need to know about brand strategy vs. brand identity and how they work together to build a successful brand.

Brand Strategy

Brand strategy is all about the big picture. It involves defining your business's purpose, mission, and values. It's about understanding your target audience and competitors and developing a unique positioning that sets you apart. Brand strategy also includes determining your branding goals and creating a roadmap for achieving them.

So, how do you develop a brand strategy? Start with a deep dive into your business and your industry. Ask yourself questions like: What does our company stand for? What are our strengths and weaknesses? Who are our ideal customers? What do they want and need from our brand? Once you have a clear understanding of your business and audience, you can start to develop a unique brand identity that speaks to them.

Brand Identity

While brand strategy is about the big picture, brand identity is all about the details. Brand identity includes the visual and verbal elements of your brand - things like your logo, colors, fonts, tagline, and language. It's the tangible expression of your brand strategy.

But it's not just about creating an attractive logo. Your brand identity should be consistent across all touchpoints, from your website to your social media channels to your packaging. Consistency is key to building trust and recognition with your audience.

Developing your brand identity should start with establishing your brand's visual language. This includes creating a logo and choosing colors, fonts, and imagery that reflect your brand's personality and messaging. Your brand's tone of voice is also an important aspect of the visual language. It should be consistent across all communications, from your website to your social media posts to your customer service emails.

How Brand Strategy and Identity Work Together

Brand strategy and brand identity are two sides of the same coin. A strong brand strategy informs your brand identity, and vice versa. Your brand identity should be a visual expression of your brand strategy - it should communicate your values, personality, and messaging visually.

At the same time, your brand strategy should inform how you use your brand identity. For example, if your brand is focused on sustainability, your visual identity should include earthy colors and natural imagery. This helps reinforce your brand's values and messaging.

The Importance of Brand Strategy and Identity

Having a strong brand strategy and identity has many benefits beyond just looking good. A strong brand can help you establish credibility and build trust with your audience. It can also help you stand out in a crowded market and attract customers who share your values and interests.

At the same time, a weak or inconsistent brand can hurt your business. It can lead to confusion or mistrust among your audience, making it harder to build a loyal following. Investing in developing a strong brand strategy and identity is an investment in the long-term success of your business.

In conclusion...

Building a strong brand is an ongoing process that requires a deep understanding of your business and your audience. By understanding the difference between brand strategy and brand identity, you can start to develop a holistic approach to building your brand that helps you stand out and connect with your target audience. Remember, your brand strategy and identity should work together to create a cohesive and consistent brand experience for your customers. By investing in your brand, you're investing in the long-term growth and success of your business.



Marketing Blog, Graphic Design, Branding, Advertising Rogers, AR, Marketing Rogers, AR, Branding Rogers, AR, Brand Strategy, Brand Consulting

A Note From the Author

As a business owner, brand strategist, and graphic designer I run in to questions and ideas every day.

As the owner of Norris Design, I started out wanting to solely be a designer, but education changed the way I thought, the way I viewed business and the way I viewed my role in helping other's businesses.  

Graphic design will always be my original love, but as I grew in knowledge, I realized the small view of design for the sake of something beautiful was such a disservice to businesses.

Businesses needed much more than just graphic design.  They needed to see the bigger picture of their businesses from the perspective of a designer.  Once I realized that branding had a huge role in large businesses that see amazing success but very few small businesses even think about branding or brand strategy, I realized that if I could offer a brand strategy view as a consultant rather than just an order taker graphic designer, I could actually move the needle in their businesses.

This is the beginning of where I started to fall in love with business, marketing, branding, brand strategy, consulting and brand building. 

It all started with education after college.

I obsessively read articles, listened to podcasts, watched videos, read books, and took classes.  This was to fulfill this desire to be more involved in the businesses side of design rather than just design alone.

So, this is why I wright. I appreciate other people's perspective and I hope that one day, mine can help someone else.

Kimberly Norris

Brand Strategy

We create a results-based brand strategy for all aspects of your company to foster customer trust and build brand acknowledgment over time.

Logo/Brand Design

Creating brand identities is our passion. We believe it takes insight into your business, your customers, and your hopes for your business to build the best logo possible. And we’re willing to take the time to do this.

Brand Consultation

We’re happy to meet with you on a consulting basis about your brand strategy. As your Brand Consultant, I’ll periodically check-in after the initial strategy session, on a continual basis, to make any adjustments or revisions to keep your brand and messaging on track. 

Print Marketing

Think of us as your one-stop-shop for printed marketing materials. We create thoughtful designs and take care of the printing for you. This can save you time and money. Our printing services include business cards, brochures, flyers, and more.

Website Design

Your website is crucial to your business, We design custom websites that are responsive to all platforms, are easy to navigate, and present your company professionally and clearly.

Search Engine Optimization

We offer affordable SEO that actually gets results.  This service includes on-page and off page SEO.  We offer local, regional, and national SEO Services with not long-term contracts.

Our Services

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