Building Your Brand’s Blueprint

Establishing clear goals and strategies for your brand is key to success

Building a brand is no easy task, but it’s made far more difficult if there’s no plan in place. The “checklist approach” to branding is a good way to get in over your head without any real progress being made.

Create a logo: ✓
Make business cards: ✓
Create letterhead: ✓
Generate a ton of income:

This is mere busy work, a distraction from doing the work that really matters. Instead, a more comprehensive approach is necessary to build a successful brand.

How To Craft Your Brand’s Blueprint

Like any building process, it all starts with a blueprint for how to achieve your goals (show me the building that didn’t have a blueprint in place!). That blueprint should be easily understood, shared and replicated. This way, your team will readily identify the brand’s ethos, lexicon and approach to interaction with the public.

A strong brand requires a consistent and cohesive approach to its messaging, visual identity, and overall strategy for reaching your target audience, and your plan needs to outline these attributes. Perhaps your brand places high value in honesty and integrity, so interactions with your audience should begin with this approach. Your plan might further outline the goal of promoting a certain lifestyle or mindset, the values of community, the messaging around personalized offerings, and the overall strategy for engaging with an audience interested in your brand.

Whatever your goals may be, a brand can easily become disjointed and ineffective without a clearly defined blueprint. This means that every aspect of the brand, including its marketing campaigns and customer interactions, should be guided by a clear and well-defined plan.

Ultimately, the success of a brand depends on its ability to connect with its audience and communicate its values effectively. By building a strong brand blueprint, you can ensure that your brand is well-positioned to do just that.