Thankfully, after an entire year of tweaking and testing (first on ourselves, then with a few brave clients), we emerged with a tried-and-true brand strategy process that was simple, intuitive, and adaptable for any brand of any size. So we dug in, got dirty, and did the work. If we wanted to confidently guide our clients through the brand strategy framework we created, we’d have to be the guinea pig and test it on ourselves first. The more we explored our clients’ brand problems, the more we realized we were struggling with many of the same issues. We didn’t know our own brand as well as we thought we did.If we wanted to give our partners a simple framework, we’d have to create it ourselves. Once we started learning more about brand strategy, we ran into so many schools of thought, conflicting perspectives, and outdated exercises. Brand strategy work seems really complicated-and it shouldn’t be.We were eager to help guide them, but we also had two big realizations: We soon realized they needed more than content help they needed a total brand realignment. We started doing brand strategy work a few years back after encountering various clients who came to us for content strategy work but couldn’t articulate who they were or what they were really trying to achieve. And that’s where many people (including ourselves) can get stuck. But there’s a reason why this problem is so pervasive: Building a strong brand strategy takes time, effort, and commitment. Without a unified identity, everything from your content, to your culture, to your core business can suffer. If there’s one thing we’ve learned from over a decade of helping brands tell their story, it’s that a successful business can’t survive if it doesn’t have a strong brand strategy.
#DELOITTE BRAND GUIDELINES PDF FREE#
Here, we’ve created an even simpler, more streamlined process, as well as our free Brand Toolkit to guide you through. Originally published in 2018, this post has been updated to reflect our current thinking related to brand strategy.
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