A clear strategy is critical to the success of any strategic manoeuvre, and forming a brand is no different. So what exactly is a brand strategy, and how do we build them at Luminosity?

What should a brand strategy do?

A brand strategy clearly and concisely documents the fundamental thinking that defines the essence of the brand you want to build. It also addresses important business management issues like branding architecture, and marketing consideration such as market segmentation and messaging.

Brand strategy components include:

• Intelligence
• Architecture
• Foundation
• Positioning
• Market segmentation
• Messaging and orientation

How we build brand strategies

When we create your brand strategy with you, we explain and discuss all of these components with you within the context of your specific business scenario and needs.

Through a series of workshops with the key decision makers within your organisation, we will guide you through the process of creating a marketing road map that defines your intended brand and fosters a united branding front across all business functions and throughout the organisation as a whole.

To maximise branding consistency and recognition, and therefore strengthen the brand, your brand strategy document should become the reference point for every branding initiative. Your brand strategy will be used to inform the development of your themed brand identity and all the expressions of your brand – website, signage, brochures, advertising, expo stands etc – we create for you.

Brand identity components include:

• Naming
• Logo
• Visual language (theme)
• Verbal language
• Expression

After a briefing interview to clarify and identify your specific needs and objectives, the relevant components will be developed to create a targeted brand identity for your business.