Our Strategic Branding Framework
Bridging the gap between strategy and design with strategic branding
The term ‘Branding’ is often thought of as the visual identity of a business – the logo, graphics and elements of design. But that’s only part of it.
Branding actually goes much deeper than aesthetics. In order to create a successful brand it needs to have a strong core, from which to grow.
When we set out a plan for the development of a brand, it is called ‘Brand Strategy’.
A complete Brand Strategy is made up of 2 parts: Brand Foundations and Brand Expression.
Much like a tree, a brand should have strong foundations at its core, from the very roots through to the branches that bear leaves. The leaves and flowers that grow from the branches are like the Brand Expression – giving the tree/brand its visual character.
Together, these 2 areas are the 5 stages of strategic branding, which form the Persona Pro system.
The 5 Stages of Strategic Branding
As strategic branding specialists, we go deeper than the visuals. Every project works through our five-stage framework: who you are as a business, who you're here to serve, who else is competing for their attention, and what makes you different. From there we build a brand persona using archetypes, the psychology of how buyers recognise and choose what to trust, so your brand becomes the one they're drawn to and can't mistake for anyone else.
These are the 5 stages of Strategic Branding:
Click on a stage above to find out more about our strategic branding framework.
Want us to run through this for your brand?
