Helpful Complete Brand Strategy
Overview:
As a completely new startup, Helpful needed a comprehensive strategy to identify all the specific factors that would enable it to compete. It was my task to lead and produce a complete brand strategy that would help position the brand competitively, attract potential clients and talent, as well as buildthe foundation for all strategic decision making.
Services:
- Brand Strategy
- Brand Identity
- Visual Identity
- Copywriting
- Content Strategy
- Marketing strategy
Phase 1: Brand Foundation
This is the initial research phase. I gather and organize the information that will be foundational to all strategic decision making. The research data is acquired through an exhaustive list of reliable sources. That includes market analysis, personas, stakeholder interviews, keyword and search analytics, SWOT analysis, competitive analysis, andcollaboration with each relevant department. All of the research is then curated and organized into a single strategic research document.
CLICK HERE to view an example research document of one of Helpful's specific verticals.
My task as creative strategist is to distill the data in the research document into a simplified structure. That new structure will act as the foundation and justification for all creative and marketing efforts. From a broad strokes point of view, it includes the basics of who the brand is for and what unique value it offers them. Specifically, the Brand Foundation includes the brand's history and background, target audiences, competition, services/features, functional and emotional benefits, and unique positioning factors.
Phase 2: Brand Story
The most important factor in making people actually care about the brand is a compelling story. The Brand Story defines and simplifies the story of who we are, why we exist, and what our organization is striving to achieve. All of that information is distilled into simple definitions that do not change depending on who we're talking to. It includes our purpose, mission, vision, and values.
Phase 3: Brand Messaging
The Brand Messaging phase consists of identifying the specific messages that will position the brand competitively in the market. Not only does this section provide what exactly to say, but how we say it as well. We also personify the brand into human characteristics through an identity and personality.
The core messaging section includes the tagline, the value proposition, and messaging pillars. Additionally, the brand essence section includes the personality, voice and core essence of the brand.
Phase 4: Visual Identity
After phrase three, the main task is to distill all of identity and strategy from previous phases into a visual format. I define what our brand looks and feels like and then create visual identity assets that reflect that definition. Each core component of the visual identity is a direct reflection of the strategy that came before it. The core assets include the logo, colors, typography, and imagery.
