In this episode we are going to be talking about brand strategy. Becky: “I had never looked at a complete brand strategy. I think like a lot of business owners. I scratched the surface, and I had a basic understanding of what I might need to include.”

Many businesses owner their brand is built on logos, colours, fonts and how you use them – they are part of your brand identity. Your branding starts with and is underpinned by your brand strategy.

One of the common mistakes people make when they think about branding, or building a brand is they think about the visual aspects. The things that are tangible that you can see. Whereas a brand strategy, a bit like a business strategy, is not tangible. Think of an iceberg. The biggest part of the iceberg, the most powerful and forceful part of the iceberg is underneath the water, we don't see it. The tangible things are the bit that's above the water. This is the same for branding, the strategy is the powerful force that drives the tangible parts of the brand.