As a Bristol web design and branding professional, I’ve talked to lots of clients about how they want to be perceived. This usually takes the form of getting them to define or show me their brand strategy (if they have one), and I’ve noticed it’s often something people struggle to agree upon and articulate. It’s important to state, this strategy doesn’t need to be complicated, but it does need to be thought about and agreed upon.
What is Brand Strategy?
There are lots of good definitions of strategy, such as Mark Pollards, “Strategy is an informed opinion on how to win.”
I like to go with: “Brand strategy is an informed opinion about how to make your brand succeed in it’s market through a clear, consistent story that resonates with your target audience”. It’s a bit more wordy, but essentially the same. But to get to that informed opinion you need to really know both your business offering and your target audience.
The Truth About Strategy
Strategy doesn’t need to be complex, and in fact the best branding strategies are beautifully simple. Think about the most memorable websites you’ve visited or the brands that stick in your mind – they usually have a clear, straightforward message. A message that’s it’s both truthful (or based in truth) and one that you can easily visualise. A message that speaks to a human need or problem felt by your target audience.
The Simple Framework
When clients ask me about the strategy for a new branding or website project, I’ve developed a straightforward approach to brand strategy that works for businesses of all sizes:
1. Define the Real Problem
What problem does your business solve? How are you able to deliver where other’s don’t? What makes your offering different? And then try to cement that problem in reality – be specific. Don’t just say “we’re better at X”, give a specific example that will resonate with your audience.
2. Understand Your Audience
Create detailed personas, but keep them real. As a web designer, I’ve learned that understanding how people actually use websites is far more valuable than working with assumptions. Ask your users. What matters is what matters to your audience – put yourself in their shoes; what they’re trying to achieve?
3. Find Your Truth
What makes your brand unique? In Bristol’s competitive web design market, for example, it’s not enough to say “we make great websites.” Quantify it – how are they great? Maybe it’s your approach to sustainable design, or perhaps it’s your unique process for understanding client needs. Or perhaps your sites are made to be easily updatable by the client, a specific issue they’ve had with other sites in the past.
4. Make It Stick
Your brand strategy needs to be memorable and actionable. It should guide everything from your website design to your social media presence. Think of it as the North Star for all your marketing decision making. You need to articulate it and then get everyone on the team onboard, so it’s clear.
The Digital Connection
The design and copy of your website should also be informed by the brand strategy. How are you going to get across, in a layout or a headline, what you need to say to your audience. That’s why Bristol web design agencies need to think beyond just visuals and consider the entire brand experience.
Moving Forward
The best branding strategies evolve with your business. Regular reviews and adjustments ensure your digital presence stays aligned with your brand’s core values and goals.
Whether you’re a startup looking to establish your brand or an established business planning a refresh, remember that effective branding strategy doesn’t need to be complicated. It just needs to be authentic, clear, and consistently executed across all your digital touch points.
Looking for expert help with your branding strategy or Bristol web design needs? Let’s start a conversation about how we can help your business stand out in the digital space.