Brand Strategy

The most successful brands in the world have well resolved their essence. The brand Essence is about understanding who you are as a business, knowing why you are in it beyond making money, which is the obvious one.

In the Essence is where your vision about the business and the world lives. It is like having a compass you can always return to and check when you feel lost. Thanks to that vision, you can build a mission, which is a path that you follow to achieve that vision. But all the above need some values on how you are going to walk your talk.

Knowing your place in the market landscape and why you are the right solution will make the difference when a customer is considering options.

To do that, you need to learn well who your customer is and your competitors (which I don't like this word). The more you know them, the easier it is to set up a campaign because you will understand their motivations, learn how to speak to them, and find the right places to reach them.

Understanding who you are sharing the market space with will help refine your offering and build your unique identity. It's not about copying what others do but being different from them.

You and your best friend have compatible personalities. You want to achieve that with your potential clients, which is why if you work well on your positioning, things get easier, because you get to understand your customer as if they were your BFFs. That is why you can't reach everyone: you don't speak to your boss the way you talk to a colleague.

You will only get someone's heart by going straight into the emotions.

Most of the work we have done so far has not been seen directly by your customers. Here we build a core message, that thing that you can repeat when someone asks you what you do.

The communication system is a structured framework that ensures consistent messaging across all touchpoints, building trust and recognition.

Here's where things get tangible and exciting. It also overlaps with design, branding and brand systems. We'll create a visual system called guidelines to build a strong, consistent brand. In this stage, we find all the elements your business will need to design. For instance, your website, business cards or your social media tiles.

All will depend on where you must be present. We'll find what is relevant and what isn't. Here is an example: most businesses are on all social media, but often not all of them are relevant to their potential client. TikTok is mostly for young people and videos; if you have an over-40s customer base, in a business area, LinkedIn might be a better place to invest your energy and effort.

I often put Starbucks as an example of a brand experience. You enter one of their shops, which you recognise by their brand, and the smell and environment feel familiar, regardless you are in New York or Bath. The barista greets you with a smile and asks you what you want. You already know what's on the menu (if you are a recurrent customer). They call you by your name, and you grab your coffee. It tastes exactly how you expected.

How your customer receives your product or service will determine their return.