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Our Brand Strategy Process

  • Writer: Catherine Carr
    Catherine Carr
  • 3 days ago
  • 2 min read

CLARITY AND ALIGNMENT


Brand strategy uncovers what makes your brand uniquely valuable and why it matters to your audience. A clear brand strategy gets your team aligned around a powerful shared vision and establishes a strong foundation for growth. It speeds decision-making and creative execution across every function while building enduring value.


OUR APPROACH


First, we talk to key stakeholders to deeply understand the internal perspective – your strengths and aspirations, your vision, your biggest goals and challenges. This could be deep conversations with a small founding team, or it could go broader to include team members from a range of disciplines as well as partners or board members. 


Next, we do a deep-dive on customer voice to understand how you are perceived externally and what matters most to your audience. Depending on scope and timeline, we can do 1:1 interviews with existing or potential customers, partner with you on a comprehensive customer survey, or synthesize insights from existing research or creative inputs like online reviews and social media mentions. 


We analyze your competitive context to understand industry trends and assess your key competitors’ brand presentation, service offerings, and messaging across touchpoints. 


In parallel, we do a brand audit to assess how your brand is showing up today across touchpoints with a fresh-eyes outside perspective, uncovering insights and opportunities that are easy to miss when you get too close to things. We also share relevant inspiration from brands outside your category who have navigated similar challenges.


A colorful diagram showing Brand Audit and Outside Inspiration plus three overlapping circles with a star where they intersect: Internal - Your strengths, ethos, aspirations (Stakeholder interviews), External - How others perceive you (Customer voice), and Context - Competitive landscape; industry trends (Competitive analysis).
We adapt our methods to each client’s unique situation, but the overall approach is similar.

BUILDING YOUR BRAND PLATFORM 

Next, we synthesize all these insights into your brand platform, which typically includes the following elements:


  • Purpose statement: A concise, inspiring articulation of why you exist and what you want to see in the world

  • Positioning statement: A crisp summary of your audience and what you do, uniquely and best

  • Brand pillars: The defensible reasons to believe that support your purpose and positioning, capturing your unique brand DNA and creating a clear framework for messaging and creative execution

  • Messaging map: Putting it all together to summarize the problems your brand solves, key messages, proof points, and brand boundaries (what you don’t do)


One colorful slide showing the Vitamin C Brand Platform including Purpose (To help brands get clear on their unique story and bring it life everywhere with creativity, excellence, and heart), Position (For established and emerging brands with a great story to tell, Vitamin C Creative is the boutique brand strategy practice that delivers clarity, creativity, and content excellence with exceptional client care)., Pillars (Clarity, Creativity, and Content), and Personality (Crisp, Colorful, Conversational).
When you get clear on your purpose, position, pillars, and personality, everything flows. Can you articulate what makes your brand unique on one page?

TIME TO GET CLEAR ON YOUR UNIQUE BRAND STORY?


Brand strategy projects can be in-depth or fast and focused. Please drop us a line with questions or to discuss your specific needs.




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