Strategy: Creating a Battle Plan for Your Brand

December 4, 2014In Framework, Research, Ideas, Creativity, Process4 Minutes

Company founders have found themselves in a growing environment where relevant, informative content is becoming increasingly important to consumers as they look for quality over quantity paired with impeccable visual presentation. Value is found and cherished when organizations design a focused strategy, zeroing in and developing projects that make an impact on their audience. This isn’t just a technical process where designers and web developers throw themselves into their devices and birth a robotic, high-efficiency product; now, companies are tasked with establishing differentiation through passion.

Branding mockup design

Passion is creating an image that represents what the organization lives and breathes and proudly projects a unique vision. It knows what the brand represents and mirrors that tone within the content and visuals, speaking the same brand language across all communication platforms and embracing text, audio and video. Of course, organizations want to feel reassured that the informative content and engaging visuals they produce are being appreciated, however subconsciously, by their viewers. Therefore, this consistency is crucial to improve visual retention and positive associations with the brand – human beings crave the familiar while itching to incorporate new trends.

Visual presentation is key – this is where organizations can fully showcase their uniqueness in all its glory, when users can rely on a specific brand to deliver what it promises – excellence, differentiation and value.

Depending on what point a company has reached its life cycle, changes may need to be implemented in order to remain true to that promise. At times, what may be required is a self-evaluation, determining if the brand still represents the needs and desires of its target audience. New demographics emerge, and new trends form and expand. How can you keep up? Creating recognition, establishing trust and making room for emotional investment.

Here’s where a carefully designed strategy starts to unravel, narrowing in to create recognition for a specific service or product. Painting a clear impression of an organization can be as simple as a discussion with its founders, working out the minute details and the smallest cogs that make the organization run. Building an image takes patience, time and focused care so as to ensure no misrepresentation of any elements in the brand.

Establishing trust through open communication, gathering essential feedback to make any necessary or wanted improvements – revising, redesigning, revamping. When an open channel of productive interaction is widened, an audience will positively contribute, suggesting unthought-of points and expressing loyalty toward the other party. Remembering that trusting a brand is an emotional investment for consumers will keep the brand environment focused on the fine points of its strategy.

Military strategy, in its basic definition, involves ideas implemented in order to plan complex campaigns and move energetic forces into ideal locations in order to have the best possible effect. Arranging precise maneuverings into a position where they would have the most impact, executing those plans with perfect smoothness, the generals poured over maps and landscapes for weeks to cultivate their strike…the battle hanging in the balance on the finest of threads. It was considered “the art of the general” – brand strategy carries this artistic battle spirit at its core. Designing a brand and its accompanying content is considered just as carefully by designers and content strategists, down to the tiniest details of the typeface, color scheme and sizing. Infuse that aggressive passion and focused dedication within the brand strategy and elements of design.

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