The Strategic Decisions That Drive Long-Term Growth
Your Brand Strategy is the foundation that guides every decision your company makes, from how you communicate, to what assets/products you build, to how you want to be perceived in the market.
The strongest brand strategies are grounded in both internal insight and market research, and always stay aligned with your business objectives. Without a Brand Strategy, you risk making decisions without consistency.
Brand Strategy Outputs
A complete Brand Strategy includes the strategic building blocks that shape how your business grows, how your brand shows up, and how your audience understands you.
Below are the core outputs, each playing a distinct role in aligning your company internally and positioning it externally.
Brand Vision
What it is
Your Brand Vision is an aspirational statement that defines the long-term future you want to create. It acts as your internal North Star, setting a clear destination that informs strategic choices and inspires your team.
How you use it
A strong vision keeps your brand focused, especially as you grow. It gives direction to long-term planning, aligns your leadership, and helps your team understand the bigger picture. Without a compelling vision, a brand risks drifting and making reactive decisions that dilute its value.
Brand Mission
What it is
Your Brand Mission is a clear, action-oriented statement that explains how you’ll achieve your Brand Vision. It’s the high-level roadmap that translates aspiration into action.
How you use it
Your mission grounds your daily operations in strategic intent. It aligns teams, sharpens priorities, and connects everyday decisions to long-term goals. It’s the filter for what you do, and just as importantly, what you don’t.
Unique Value Proposition
What it is
Your Unique Value Proposition is the sustainable competitive advantage that sets your brand apart. It is the specific combination of value, differentiation, and relevance that makes customers choose you over alternatives.
This service precisely defines your Unique Value Proposition and articulates it in a way that can be executed across your brand and go-to-market.
How you use it
Your Unique Value Proposition informs everything you do. It becomes the foundation of your messaging, positioning, customer experience, sales enablement, product decisions, and advertising activity. It is the lens through which every brand and commercial decision needs to be made.
Target Audience
What it is
Your target audience is the defined group of customers/prospects you’re best positioned to acquire and serve.
How you use it
Your target audience informs many tactical decisions; from product development to how you craft your messaging. A clearly defined audience brings focus to your promotional efforts, product direction, and reduces waste.
Brand Positioning
What it is
Your positioning defines how your brand is perceived relative to competitors. It defines what you stand for and against, helps you stand out in the market, attracts your target audience, and prevents commodification.
How you use it
Your positioning informs tactical decision making, creative direction, and gives your team a clear sense of how to differentiate yourself against the competition.
Brand Philosophy
What it is
Your Brand Philosophy defines the values and principles your brand will consistently uphold. It’s the behavioural framework for how you act, speak, and make decisions.
How you use it
More detailed than your mission, your Brand Philosophy becomes the internal compass that ensures consistent brand behaviour. It’s especially useful for onboarding teams, setting expectations, and navigating grey areas with integrity.
Brand Narrative
What it is
Your Brand Narrative hosts key storytelling elements that you repeatedly return to. It serves as a foundation brief for all external communications.
How you use it
Your brand narrative informs promotional messages, website copy, social media content, and advertising campaigns. Designers, copywriters, and other creatives use your Brand Narrative for storytelling direction.
Brand Architecture
What it is
Your Brand Architecture defines how your brands relate to one another. It structures sub-brands, and parent brands—e.g., “Audible, an Amazon company.”
How you use it
Your Brand Architecture guides stakeholders on how to manage relationships between multiple brands. A clear structure helps you best leverage equity across brands, avoid confusion, and grow strategically.
The Process
My Brand Strategy Development approach is a work-with-you approach.
You’re not just handed a document; you’re engaged in a process that sharpens thinking, builds alignment, and results in an outcome your whole team believes in.
The Workflow
Here’s how we work together:
I develop first drafts of each strategic element based on internal inputs and customer research.
I facilitate open draft reviews with your team, drawing out insights, questions, and concerns so the final strategy aligns with how your business truly functions.
We continue to refine each element until your strategy feels complete, oriented toward your future, and capable of sustaining growth over time.
Once the strategy is signed off, all outputs are compiled into a polished, shareable document. This becomes your reference point for internal alignment, supplier briefing, and asset development.
Why Work With Me?
What if I already have a Brand Strategy and just want it updated?
That works. In our initial discovery call, I’ll review what you’ve already got, identify what’s missing or outdated, and recommend whether we evolve it or start fresh. The goal is to keep what’s working and strengthen what’s not.
Do you use Brand Archetypes?
No. Brand archetypes are too generic. They are a reasonable starting point for some cash strapped brands, but they will never help any brand excel.