I am not a ‘creative’ and have turned to a friend and colleague for brand creation and marketing support.  She has persuaded me to focus on a brand strategy at the outset.  Here is her explanation.

A robust brand strategy forms the bedrock upon which a compelling brand identity is built. Organisations often conflate these two distinct concepts, yet understanding their fundamental differences proves crucial for market success. Brand strategy, at its core, defines the 'why' and 'what' of a brand, while brand identity articulates the 'how' through tangible expressions.

Developing a potent brand strategy commences with a deep dive into the organisation's purpose, values, and long-term objectives. This involves meticulous market research to identify target audiences, competitive landscapes, and unique selling propositions. A clear articulation of the brand's vision and mission provides direction, ensuring every subsequent decision aligns with its overarching goals. Furthermore, defining the brand's personality and tone of voice establishes a consistent communication style, fostering genuine connections with stakeholders. This strategic phase demands introspection and foresight, laying the groundwork for differentiation and market positioning.

Once the strategic framework is firmly established, the journey transitions to crafting the brand identity. This involves translating the abstract elements of strategy into concrete, visual, and verbal components. Key elements of brand identity include the logo, typography, colour palette, imagery, and messaging. Each component must meticulously reflect the brand's strategic intent, reinforcing its values and resonating with the target audience.

For instance, a brand aiming for luxury and exclusivity would employ sophisticated fonts and a restrained colour scheme, contrasting sharply with one targeting a youthful, energetic demographic. The consistent application of these identity elements across all touchpoints, from digital platforms to physical products, cultivates recognition and trust.

Ultimately, a well-executed brand identity serves as the visual and verbal embodiment of a well-conceived brand strategy, ensuring the brand communicates its essence effectively and leaves a lasting impression.