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Before Laying Out a Brand Strategy, Ask Yourself: What is a Brand?


These days, a brand strategy is seen as a company’s be all and end all. It’s a way to outshine the competition, gain market share and really allow a business to make a name for itself. But before a company can dig in with a game-changing strategy, its leaders must understand the basics. Namely, what is a brand?

At its most basic, a brand is a company’s identity. It’s the way a company portrays itself to colleagues, clients and potential clients. It’s who the company is — or who it strives to be. That isn’t all, though. A successful brand features a whole range of moving parts, all geared toward putting an impactful message out there. We’ll lay out a few of them here.

  • Tagline: This is a short, snappy phrase that catches a person’s attention and speaks to what a company does. Taglines don’t have to be straightforward. In fact, the best ones are often tongue-in-cheek. Design At Work’s tagline, for instance, is “Grow Your Baby.” The idea behind it is, our clients’ businesses are their baby, and we’re helping them grow big and strong.
  • Concept: This is the general “thinking” behind the brand — the imagery and wording. A company looking to highlight the strategy it brings to the table, for example, might focus in on chess pieces and puzzles. One looking to incorporate the many possibilities it offers customers might opt for a fill-in-the-blank theme. Concepts can range from the incredibly simple, to the mind-blowingly creative. There is no limit.
  • General Look: Consistency is key when it comes to “selling” a company. Without it, messages become diluted and lose their impact. Consider every element of a company’s marketing — its website, brochures, signage and so on — individual pieces of the larger puzzle. While they should be able to stand on their own, they should also work together. They should follow the same color scheme, feature the same logos and hit audiences with similar messaging.

Have more questions about what a brand is? Think yours could use a little work? Just feel like talking with the DAW crew? Whatever the case, we’d love to hear from you. Get in touch today!