The Marketing Ecosystem Workshop doors close Feb 1


Design vs. Strategy

Design vs. Strategy

Brand Design vs. Brand Strategy

Brand design: is a part of brand strategy that dictates how the brand is perceived visually. Design is often made up of things like colors, fonts, shapes, styles, and a logo. It’s how your brand communicates with the world visually.

I love summing it up like this, Brand design communicates your message without using words.

Brand Strategy: a holistic plan for how the brand will be expressed. It’s how you plan on being perceived by your people (audience/target market).

It’s the feelings, reactions, and actions you’ll want people to move towards when interacting with your brand and how you’ll create that. It’s how it will differentiate itself from competitors.

It’s dictated by the goals of the business, the resources available, and the needs of the audience (people).

A brand strategy without design will likely fail. It will lack one of the most powerful tools that humans have (sight / visual memory and storage).

A brand design without a strategy will quickly become a wandering brand.

–> Sign up for my Brand Questionnaire

Seeds is a private weekly email / audio that shares insights and ideas about the creative process, getting into momentum, and building a sustainable marketing ecosystem. To keep this Seed private, please only share the sign up page with others. Thank you :)

Hi Hey, it’s miles, and welcome to see how’s it going? As you know, I have done a bit of a rebrand from marketing to branding, really, I’m talking about the same thing, I’m helping the same people. But it’s just slightly different. For me lately, this has been not an easy process, but one of the most what’s the word I’m looking for right now, probably empowering, feels wrong, but it’s given me so much energy. So maybe empowering, but it’s given me so much energy to clarify things. I love marketing. But really what I love about marketing is visual communication, taking ideas and putting them into visuals, creating brands, doing brand design, creating a look and feel and vibe that you can interact with, for a brand. So that’s really my pivot lately. And with that, is going to come a little bit of a shift in what you hear from me here, and the types of seeds that you’re gonna get, I’m gonna allow myself to do whatever I want with this, like, it’s gonna branch out, because that’s the most sustainable, and I think that’s going to be the most valuable for you, but everything’s gonna be centered around. Really, I call it my brand pillars. I mean, that’s something that I posted about recently. Brand pillars are the specific topics that you kind of hover around within your brand, and you help people with them. And, you know, everything can change. But right now, it feels really good to make those brand pillars for brand thrive, design, strategy, and story. So, with that being said, today, seed is going to be the difference. Because there’s a lot of confusion around branding, it’s a big word two big topic, the difference between brand design, and brand strategy, both really important. But I want to make sure we understand the difference. So I’m just gonna give it to you right here. Here’s what brand design is. It’s a part of brand strategy that dictates how the brand is perceived visually. It’s made up of things like color, fonts, shapes, styles, and a logo right and a lot more often. But that’s kind of the gist of brand design. I tell your brand communicates with the world, visually. And I love summing it up as brand design communicates your message without using words. It’s a feeling it’s something that sticks. And brand strategy is a holistic plan, very macro, for how the brand will express itself. It’s how you plan on being perceived by your people, your audience, your target market, it’s the feelings, reactions and actions, you’ll want people to move towards when interacting with your brand. And the strategy behind how you’ll create that. It’s how your brand will differentiate itself from competitors. And it’s dictated by the goals of the business, the resources available, and the needs of your people, your audience. So a brand strategy without design will likely fail, because it will lack one of the most powerful tools that humans have which is sight, visual. The ability to consume and and take in information visually instantaneously. And then store it, integrate it, keep it hold on to it. It’s extremely powerful. So that’s why I talked about that’s why I talk about combining words and visuals together. You know, if you combine visuals with words, you’ll basically be giving your words wings. Because someone can read something it can make, you know, how many quotes Do you read? Where you’re like, Wow, that was really powerful Damn,

and then you move on unit you’d ever think about it again. And there’s two sides of this. Number one, it’s an overwhelming world. There’s so much content and information out there. So that’s challenge number one is how to reduce it. overwhelm, and to stand out instead of just, you know, just perpetuating content repurposing and taking other people’s stuff. I mean, that’s just a really great way to be mediocre. So I said earlier that a brand strategy without design will fail. And as we’ll design without a brand strategy, it will quickly become a wandering brand, if you don’t have strategy behind it, and I talked about this, I’ll cover this in another seed another time to keep this as concise as possible. But a wandering brand is something that we want to stay away from. We want to have a direction we want to be, we want to show up and be consistent with our message. So that’s it. That’s the difference between brand design and brand strategy. Both are really important. Do you have them, and if not, then I would carve out some time to create those. And if you want my help, obviously, you can reach out to me, and something that I’ve created for you. To help with this is my new lead magnet freebie, whatever you want to call it, I hate those words, but it is free. And it is a really valuable resource. It is the same questionnaire that I share with clients when I’m going to build their brand kit. So something that’s nice about this for some people is for the right person, they go through this and then by the end of it, or beforehand, they want to work with me. And we’ve already knocked out step one. So it’s really cool. I’m looking at the brand questionnaire right now, and you can get this below i’ll put a link below. My goal with this is to help you build a thriving brand. And if you don’t know who your brand is on the inside, on the outside, and what it does, and why no one will trust you, and no one will buy from you. So it starts here. Your brand is made up of a bunch of different ingredients. Things like your brand story, your values, your purpose, your mission, you know your why your how your what. And inside of these, there’s you know your pillars, your special sauce, what makes you unique, there’s your process, there’s your message inside of the what you have your offers the result, the promise the people that you’re serving, right, so there’s a lot of things that make up a brand. But to keep things simple, all you got to do is go through this and answer these questions. So let’s see, some of the questions are, what does your company do best?

How would you describe your business to a friend? Who are your people? What’s your promise? Why do you why did they choose you over them? That’s one of the most powerful questions you can ask

what are your brand pillars? What are your brand values? Then I go through and do so that was kind of all external. I started internal branding. And then I also asked you about your external branding. So you know if you had to choose what would best describe you as grounded it would be down to earth chill, honest, deep, stable, powerful, sassy, which is daring, spirited, sarcastic, imaginative, blunt. And there’s a few other ones here that you can go through as well. You know which design style suits you best, flashy, minimalist, illustrative, photo-based, abstract, techie. So on what’s your brand style, explain your brand voice brand colors imagery. And that’s, you know, it’s not that long. That’s pretty much it. I skipped over some stuff. But that’s, that’s the gist of it. And my goal for you, when you finish this, I don’t want this. I mean, I can’t tell you how many lead magnets I’ve downloaded and never opened or started but didn’t finish. So I don’t want you to do that. If you’re going to download this thing actually sit with it. It can be it can sound big and it’s kind of silly, but it can change your business trajectory, because a lot of people don’t have this stuff in place, and without this stuff, you’re wondering. So my goal for you after you fill this out is you’ll be able to save this to your folder, your branding folder, however, you have it organized. And you’ll be able to create a brand identity and personality around this. So a brand kit you’ll be more consistent and create more content easily. You’ll be able to create a marketing strategy from this and feel more committed to your business long-term because you actually know the makeup of your brand. Who you are what you’re doing. You’ll be able to quickly communicate Hey, what do you do? How many times has someone asked you? What do you do? And maybe you’re like fumbling through it or you give this super long-winded answer or your answer is different every time been there. quickly communicate what you do and why. It’s, this is going to help you do that. And then calling your people so you can download that you can go through it and I’d absolutely love if you do go through it and you finish it, send it to me. I want to check it out. So that’s that design strategy. It’s all part of branding. Make sure you put this stuff in place, lock it down, so you can build on top of a solid foundation and grow your business. I hope you enjoyed today’s see I hope it sinks deeply into your brain soil and has a lovely day. Much love. Talk to you


Transcribed by https://otter.ai