Sarah Schrader Design is now Aileour. We’re working on switching everything to our new name, and updating our website. Thanks for your understanding.

The first step to developing your brand strategy

Brands are not a set and forget, you never have to touch it again it type of thing — nope!

They grow, evolve, and change over time.

(And yes that does mean your strategy will also change over time. Come back here to step one when that happens, you’re welcome any time.)

It’s for this very reason that connecting with your brand is the very first step to developing your brand strategy. Because if you don’t, everything you do in creating your strategy might only hurt your brand with confusing messaging, an unclear purpose, and many inconstancies.

Step one of developing your brand strategy:
Connect with the foundations of your brand

The foundations of your brand, like its purpose, are the factors that will drive every other area of your brand from messaging and identity to client experience. I call these foundations the core or your brand, and they look like this:

1. Your personal driver, or “Why?”

What gets you fired up, out of bed, and doing the work you do? Think of this from both a functional and intentional perspective.

2. Client archetype

Who is the client you have worked with that if you could repeat your experience of working with them over and over again you would? Think about what you enjoyed when working with them and the type of person they are – their problem, needs, likes, interests, personality, etc. – that makes them your ideal client.

3. Problem you solve

Connect with the problem you solve for your ideal client and why they need your solution. How are you offering that solution? Why are you the best fit?

4. Connection with emotion, or your “Vision Statement

What is the greater impact or change you are looking to ultimately make for the future? This can often look like a vision statement.

Learn How to Create a Vision Statement

5. Your influence, or your “Mission Statement

What values are you seeking to uphold with your services or the client you serve now? This can look like a mission statement.

6. Values 

Speaking of values, what are they? What are you putting the stake in the ground for?

These elements all form the core of your brand and help shape every area of your business. That makes it a great place to start, am I right?

This is part one of a four part series for developing your brand strategy:

Want to dive deeper with brand strategy?
Join the waitlist for the Brand Confidence Course:

Recent blog posts:

How to create a consistent brand

How to create a consistent brand

I recently shared a blog on why Consistency is Important to your Brand Strategy. But how do you create a consistent brand? I want to share a...

About the Creative

My days are filled with thinking outside of the box, dreaming big and seeing inspiration in the unexpected. I find ways to bring new life to the ordinary and solve challenges. At my core I simply love to create and explore. When I’m not sitting behind a sketch book or computer to create my next design, I am still creating with art, photography, and writing and finding inspiration through the creation of new memories and experiences. 


Submit a Comment

Your email address will not be published. Required fields are marked *