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What is Brand Strategy?

Brand Strategy has a lot of misconceptions. It is often related to a business plan or marketing plan but it really is so much different. Brand strategy is exactly as it sounds: a strategy and plan to build a long-lasting brand.

The Misconceptions

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 Bridges the Gap

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

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.

Why We Love Brand Strategy

At Norris Design we are so passionate about this service we offer because we see so much lack of this in Northwest Arkansas. We want to be able to help businesses have this plan for their business. We see that it helps people save money, illuminate guess work, and have a much more valuable business and brand over time.

We would love to have a conversation with you today about why this is so important to us and how it can help you. Give us a call!


To learn more about this topic, read our blog on What is the difference between a Brand and a Logo?

You can also check out Why we decided to Rebrand...Should you? for more information.


Kimberly Norris | |


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

Let's talk!

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