Creating a powerful brand strategy is about finding the right balance of function and emotion, between what the brand can offer and how people will feel about it – and then adding a spark. It starts with listening and learning: about the competitive landscape, target audiences and the business offer. After clearly distilling these realities, I begin to sense what makes that brand unique. What its truth is.
My job is to highlight that truth and express it passionately so that it stands out above others, backed by a distinct character and message that transcends what already exists. When I think with my heart and feel with my mind, the “magic” of brand strategy can happen.
A strategy is like the brand's heart and mind, setting it apart from others.