How to build an aligned and purposeful brand

Attract Dream Design Clients With an Authentic Brand Strategy

Memorable identity + Purposeful strategy = Your brand brought to LIFE.

When it comes to a strong and memorable brand, you simply can’t separate the two. They go hand-in-hand for good reason.

We’ve already talked about why defining your brand identity is a key factor in how you market your biz (Read more on that here!) so now it’s time to chat about how brand strategy paves the way for future wins.

Here’s the thing: Your shiny new branding can’t be put to proper use if you don’t have a strategy in place. It would be like making the PERFECT product but failing to follow through with the high-quality packaging and marketing plan it deserves.

Your brand strategy is what sets you up to slay your business goals, snag green flag clients, and secure your spot as a pro worth paying attention to in the interior design market.

Without one, you risk being pulled in multiple directions, losing out on future opportunities, and wasting precious resources. On top of that, you won’t be able to adapt should things NOT go according to plan (which, if you’ve been running a biz for any length of time, you know happens farrrr too often).

Let’s take a closer peek at the role brand strategy plays in your business and how you can use that bad boy to take it to the next level!

Purpose of a Brand Strategy

We cannot stress the importance of building an intentional and purposeful brand strategy enough… Seriously. It WILL open doors for you if you do the dang thing right.

Your brand strategy is there to help you identify and leverage everything that’s unique to your business. We’re talking about your unique value prop, core messaging, and everything else you need to reach the people you’re trying to link up with!

Here are all the reasons building an authentic brand strategy should be at the top of your to-do list:

✅ It will boost your brand awareness. Your strategy will make your brand recognizable and ohh so memorable!

✅ You’ll be empowered to create a unique value proposition. It will help you set yourself apart from the other brands fighting for attention and make you memorable to the people you’re trying to charm.

✅ You can create Brand Guidelines. Forming a brand strategy takes care of two birds with one stone: you’ll know what you need to do moving forward AND you’ll set clear guidelines for how your brand is to be represented anywhere it shows up on the web. You can then pass this doc off to a social media pro or marketing expert to take the job off your to-do list and STILL sound like you.

✅ You can make more loyal fans. Consistency creates trust and when there’s trust, you can count on people coming back for more. It also helps to justify the higher price points of the luxury market if that’s where your aim is.

✅ It WILL scale your business. Lastly, a purposeful brand strategy can drive business growth by luring in new clientele and delivering on the client experience that you promised upfront.

Brand Strategy vs. Brand Identity

One thing to make note of is the difference between identity and strategy. They are both equally important but play different roles in the makeup of your brand.

Let’s break it down! 

➡️ Your brand identity is made up of the visual and sensory elements that make up your brand’s personality. This includes your name, logo, color scheme, typography, and the overall design. Your identity is the tangible representation of your brand which creates a memorable image in the minds of your audience.

➡️ On the other hand, your brand strategy refers to the overall plan and approach you use to build, position, and promote your brand. It should factor in your target audience, core messaging, brand voice, values, and marketing methods. A crystal clear brand strategy keeps your brand’s identity consistent so your message lands every time.

In order to make a lasting impression, you need to have both of these down. Otherwise, you risk losing out on opportunities to connect with people that are looking to work with someone just like you.

Consider Your Competition

A rookie move you should skip is forgetting to look at what your competitors are doing. 

To craft a strategy that gets the attention of your dream clients, you HAVE to know what others in your field are offering. Don’t pass on conducting market research because that’s one surefire way to validate your offer.

One thing to keep in mind is that we shouldn’t be looking at ways to copy the successful pros ahead of us or around us. Otherwise, we aren’t setting ourselves apart and building the kind of confidence that says, “Hey, we can do that too but here’s our unique spin on it.”

During your research phase, make note of your competitor’s preferred marketing methods, what seems to be working for their current offers, and what they *aren’t* doing—or at least what they aren’t doing well.

Whatever gaps you find in your market can be opportunities for you to take on in the future. You can cater to the needs that are not being met or offer new solutions to problems that haven’t been resolved yet

Consider your findings when you tweak your strategy and cut out all the guesswork from the jump.

Speak Directly to Your Clients

The next thing on your list of brand strategy to-dos is to speak directly to your dream clients. You’re not for everyone, so the way you write copy and present your brand online should be consistent with what your target audience would be attracted to.

For example, beachy brand vibes are more likely to grab the attention of Cali coastal design lovers while rich, dark tones appeal to people with a moodier aesthetic.

It’s all about understanding who your dream clients are, what they abso-freaking-lutely need, what they desperately want, and how your brand can meet the desires that are there. 

Start by figuring out their demographics and typical behaviors.

What is the issue they would come to you to solve?

What stage in life are they usually in when they knock on your door?

What keeps them up at night or gets under their skin?

Where do they like to hang out online?

Use your answers to questions like these to make a marketing game plan. Figure out which social media platforms are worth investing in and which pain points should be included in your messaging. 

If you speak the same language as your dream clients, they’re more likely to waltz through your office doors with the swoon-worthy projects you’ve been craving.

Adjust as You Go

This is last bit is SO important, so listen up!

It’s critical to have a game plan.

It’s crucial that you give it time and follow it step-by-step.

But that does NOT mean it should be set in stone.

As your business grows and your goals shift, your plan should change in response. And if you aren’t getting the results you want, you should adjust your strategy accordingly. 

(For example, Team W&J undergoes an annual review and a quarterly gut check to make sure we’re heading in the right direction. It’s not a bad idea to reevaluate when you hit specific markers throughout the year.)

Measuring the success of your strategy and revising it so you’re better prepared to conquer the goals you put on paper can make all the difference when it comes to achieving success on your own terms.

DON’T stick with something that simply isn’t working. You always have agency. You can always change your mind.

Having a brand identity is the first step but the strategy behind it is what will move your business forward. 

I mean, if you have a car but don’t have a roadmap, how are you supposed to get where you want to go?

Clarifying your brand strategy will help you get where you want to go muchhh faster, so do yourself the favor of getting it on lock early on in your business journey.

That way, you can enjoy partnering with the people you started your business to work with in the first place!

As always, feel free to reach out to us if you need an extra hand building a purposeful and aligned brand that’s designed to kick down doors for you.

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