Brand Strategy

Strategic foundation for brands — from customer insight through positioning, narrative, personality, to distinctive assets. Synthesizes Dunford, Neumeier, Miller, Kapferer, Pearson/Mark, Sharp, Wheeler, Aaker, and Behavio into one actionable process.

Overview

Brand strategy defines WHO the brand is, WHY it exists, and HOW it shows up. This skill walks through 5 steps that produce a complete Brand Strategy Document — the foundation for all downstream work (naming, voice, visual identity, copy).

When to Use

• Building a new brand from scratch (startup, product, service)
• Redefining/repositioning an existing brand
• Creating strategic foundation before naming or visual identity
• Defining brand personality, archetypes, and positioning

When NOT to Use