How to Create a Brand Strategy That Actually Works

They’re not the brand. A brand is the story people tell about you when you’re not in the room. And to control that narrative, you need a solid strategy. Whether you’re launching a new business, rebranding, or just realizing you’ve been winging it, creating a brand strategy is critical. Let’s break it down.

Step 1: Define Your Brand Purpose
What’s the “why” behind your business? It’s not just about making money—what’s the change you’re trying to make in the world?

Ask Yourself These Questions:
What problem are we solving?
Why does this matter to our audience?
How is our solution different from everyone else’s?
Your purpose should resonate emotionally with your audience. For example, Inlo Design’s purpose is to help businesses grow by creating branding and websites that actually work, not just look pretty.

Step 2: Research Your Audience
Knowing your audience isn’t optional—it’s everything. Create a customer persona by answering:
Demographics: Age, gender, location, job, income.
Psychographics: What are their values, beliefs, and pain points?
Habits: Where do they hang out online? What do they consume?

Pro Tip:
Look at what your competitors are doing. Not to copy, but to identify gaps they’re not addressing.

Step 3: Clarify Your Brand’s Positioning
This is where you carve out your space in the market. Your positioning should answer:
What do you do?
Who do you do it for?
Why should they choose you?

Example:
If you’re a property mentor, your positioning could be:
“We help aspiring property investors secure their first deal in less than six months with personalized coaching.”

Step 4: Define Your Brand Identity
Now it’s time to get visual. This is where your logo, colors, and typography come in. But remember, these should reflect the essence of your brand.

Choose a Color Palette That Speaks to Your Values:
Blue = Trust
Red = Energy
Green = Growth

Typography:
Sans-serif fonts are modern.
Serif fonts feel traditional.

Don’t DIY It If You’re Clueless!
This is where designers (like us) come in to make your brand look cohesive and professional.

Step 5: Nail Down Your Messaging
Your messaging is how you talk to your audience. Consistency is key. Make sure your:
Tagline reflects your brand’s promise.
Voice and Tone align with your audience’s expectations.

If your audience is property investors, keep it professional but approachable. If you’re targeting startups, lean into energy and innovation.

Step 6: Build a Content Plan
Your content is the bridge between your brand and your audience. This includes blogs, social media, emails, and even your website copy.

Key Tips:
Create content that solves your audience’s problems.
Use storytelling to make an emotional connection.
Be consistent with your visuals and voice across all platforms.

Step 7: Evolve Your Strategy Over Time
Your brand strategy isn’t set in stone. It should evolve based on market trends, customer feedback, and business growth. Revisit it every six months to ensure it still aligns with your goals.

Why Inlo Design?
At Inlo Design, we don’t just build websites—we build brands. And with our Content Support Care plans, we’ll help you maintain and evolve your brand strategy so you stay ahead of the competition.