Today, we’re diving into why brand strategy is so important for your brand. When we talk to potential clients about how we can help them, and introduce our Manifesting Session to kick off the project, a common question we hear is, “What does this session actually involve, and how will it benefit my brand?” And why is this step, taken before the design process and even before the final proposal, so essential?

What Is a Manifesting Session?

A Manifesting Session is an in-depth workshop we hold at the very beginning of your project to assess the foundation of your brand. In this session, we focus on understanding the core needs of your brand and the direction it should take. During the workshop, we explore your goals, vision, positioning, target audience, and the challenges you face. This helps us not only identify the best strategy for your brand but also define the exact scope of the project before moving forward with any design or final proposal.

The goal is to create a roadmap that helps us build, evolve, or rebrand your business strategically. It highlights what makes you unique and how you can communicate that with the world. All in all, this step ensures that we are aligned on what your brand truly needs, laying the groundwork for a successful, tailored branding process.

Why Brand Strategy Is Important for Your Brand

1. It’s Your Foundation
   Brand strategy is the foundation that helps you make informed decisions in your business—including design choices. It defines the essence of your brand—the why, what, and how of your company. As a result, with this solid base, we can build a unique brand identity that perfectly aligns with your business.
2. It Helps You Reach the Right People
   What’s the point of having a brand if you aren’t reaching the people who would benefit most from your product or service? Or if you’re constantly receiving inquiries that don’t align with your vision? Instead, we want to connect with the right audience, and brand strategy helps us do that. It identifies who these people are, what they care about, and what problems you can solve for them.
3. It Positions You in the Market
   As mentioned earlier, brand strategy helps uncover the essence of your brand’s personality. This is crucial for differentiating yourself from other brands and communicating that difference intentionally. We aim to create a distinctive brand that stands out and stays memorable. When we clarify your positioning, the visual identity can be designed to reflect that.
4. It Guides Your Marketing Efforts
   You might be writing blog posts, but if your ideal clients are primarily on YouTube, your efforts could be wasted. By understanding your audience’s ideal customer journey, we can identify the right marketing tools for your business. This ensures you’re investing your resources in the right places and getting the best results.
5. It Brings Personality Into Your Brand
   When paired with authenticity and passion, brand strategy helps infuse your brand with personality. People don’t just buy what you do—they buy why you do it. They want to know who’s behind the brand and what values your company stands for. Check out Simon Sinek’s TED Talk for more on this idea. You can weave this personality into your messaging and visual identity, which is why it’s so important for us to get to know you and define your brand’s values.

Why Brand Strategy Is Essential for Your Brand

We hope these five points help illustrate why brand strategy is crucial for your brand. We’re passionate about this topic because it’s essential to go beyond just talking about deliverables (like logos, business cards, or websites) in Discovery Calls. These elements aren’t the solution to your problem.

The real challenge might be that your brand needs more visibility, should appear more professional, or that you’re not reaching the right audience. And there’s so much more that brand strategy can address.

While we typically do not cover a comprehensive brand strategy, we have chosen to call our workshop a Manifesting Session. This name reflects our commitment to providing the right amount of strategic insights about your brand, a clear visual creative direction, and a better understanding of the project’s scope. It’s our unique approach to brand strategy, ensuring that every detail is thoroughly addressed.

Do you have questions about brand strategy or our Manifesting Session? Let us know! We’d love to share more with you. Feel free to reach out if you're interested in a Manifesting Session with us.

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This article is an adaptation of an OG post, written by our Founder and Creative Director Sarah, with translation and editing assistance from AI technology (ChatGPT).