Listen, there is a huge difference between brand strategy and brand identity. In fact, knowing the difference between the two can become a game changer for you when navigating the forever-shifting realm of marketing. You can be a complete newbie in the world of branding, navigating or even scaling and still benefit from learning the difference.
Now, I know there are SO many elements and moving parts when it comes to a brand build in general, but these foundational elements will secure your understanding between growth and awareness.
This blog isn’t the insight into how to communicate your brand to the world, but in my opinion, a vital part to the mixer when either launching or shifting your brand as a whole.
So, if you’re ready to make some moves when it comes to your brand success, grab a pen and paper and start ideating as you go through this, let’s get stuck in.
What is a brand?
Most people know how to define a brand, but to simplify it down, a brand can be known as a name or a logo. As soon as we see that sports ‘tick’, or the slogan ‘just do it’, we instantly know it’s Nike without even seeing the name.
Now, we know this brand like the back of our hand because of the countless ads and campaigns they have done over the years, so when it comes to yours…how can you stand out?
Well, a brand is more than just its logo, it’s the gut feeling people have when they hear your name. It’s the perception they have created and what they’re saying when you aren’t in the room.
Bit scary isn’t it? Not knowing what people are saying behind your back…that’s why it’s SO important to create something memorable.
What is Brand Strategy?
Kicking off strong, your brand strategy says what it is on the tin, it’s the roadmap to a brand being successful (or unsuccessful for that matter.) It’s the intentional plan directing the how, what, where, and why you communicate your brand.
And having a solid brand strategy will determine the outcome, especially during your launch phase, BUT, before you think you should only have a launch strategy, you’re wrong. Your strategy should be flowing with your brand, it should be adjusted as time goes on, re-assessed and tested every few months.
The Benefits of a Brand Strategy?
If you don’t know where you’re going on a road trip, how can you plan your route? I’m all for going with the flow when it comes to relationships, but the relationship between you and your brand should be one that is committed with goals in mind, that’s where your strategy comes in.
Your brand strategy is there to take you towards your end goal, and if you’re wandering away from it, your strategy is not aligned. Each decision you make when it comes to the creation of your content, the conversations you have, the offers you ideate will all be determined by the strategy you’re implementing.
Therefore your strategy will:
- Guide your decisions and ensure you’re aligned with your vision.
- Keep your messaging consistent and provide a unified front.
- Keep you on the straight and narrow and keep you going even when the market shifts.
What is Brand Identity?
Right then, now you understand what your strategy is, let’s dive into your identity. Now, you’re either a strategic person and like to create something that moves towards a bigger vision OR you’re the creative person that likes to get stuck into the visual and tangible parts of a brand.
Now, I know I’m the strategy person, only because I personally feel I don’t have that artistic side to me, which is why I like to hire smart and bring in my creatives.
Your brand identity is the full make-up, glam face for the world to see. It comprises your: logos, colours, design elements and of course, personality. It’s what people recognise first and it’s what sets you apart from other brands.
The Benefits of a Brand Identity?
The benefits of your brand identity, other than feeling like you’re a whole brand with a sexy personality is this:
Firstly, the market will recognise you, and a solid identity will ensure that your brand stands out amid the noise. The aim is for people to scroll social media and know who it is without even seeing your name or reading your copy.
The purpose of this is that the more people who see your brand and lean into consuming your content, product or services, the more trust you’ll build. Your identity projects your personality, knowledge and reliability, so don’t keep changing it.
Why? Well, you want to be remembered right? Your identity leaves an indelible mark on the audience taking interest in what you have to say, which means if you constantly change your sh*t, nobody will know it’s you.
What are the main differences between Brand Strategy and Brand Identity?
Brand strategy and brand identity are like a dynamic duo playing different roles in the grand scheme of things. Think of strategy as the master plan, mapping out the internal landscape and overall direction — your foundations. Your brand identity is the one that steps into the spotlight, bringing the plan to life in the external world. Your brand strategy is a gradual unfolding, taking its time, while brand identity is the agile counterpart, swiftly adapting to the ever-changing landscapes of context and consumer expectations.
So to simplify:
Strategy is the plan; identity is the execution.
Strategy is internal; identity is external.
Strategy evolves slowly; identity adapts swiftly.
How do Brand Strategy and Brand Identity work together?
Great question, in essence they’re a tag team, working hand in hand. It’s give and take but equally balanced, the strategy shapes the identity and the identity brings the strategy to life. Think of it like a movie, a script is written and the actors bring it to life. It’s not just about a decent tagline and pretty colours, it’s about consistency and making the brand or YOUR brand hit home with the audience at every turn.
We can so often get caught up in making sure our stuff looks pretty, but if you haven’t got a solid strategy to work with, you’ll be like a flapping fish out of water, don’t forget one without the other, but know that your strategy is going to help GROW you.
What are the challenges?
The main challenges you’ll face when it comes to your brand strategy and identity lie in the art of consistent execution and adaptation. These two elements need to be kept in sync and ensure that every move you make forward is aligned. What can be even harder is navigating through the shifts and changes in the marketplace or even in your offerings whilst preserving the brand’s core essence.
Plan ahead, keep agile, listen to feedback and evolve as you go.
Conclusion
To summarise a pretty hefty topic, mastering the interplay between brand strategy and identity is crucial in the dynamic field of marketing. If you’re a solo founder and building your brand from scratch, I’d always recommend looking to bring in other knowledgeable people to help you build where your weaknesses lie (I bring in branding creatives for all things visual).
A LOT of communication is necessary, the same goes in any relationship, but the relationship between your identity and strategy are a tag team. A lot of challenges will arise, especially when building and maintaining a strategy, therefore solid planning, agility and responsiveness is key.
If you’re looking to build a solid personal brand strategy and identity, take a look at how we can work with you.
