Brand Strategy is the legwork that needs to be done in order to build the most efficient deliverables (all the visual stuff & messaging - logo, website, marketing copy etc) that resonates with your audience and sets you apart from the competition. Focusing too much on the deliverables before focusing on the strategy is like putting a cart before the horse. Once you have the strategy in place then all of the visuals and content will be driven by strategic purpose and meaning, rather than just arbitrary personal preferences that can change over time.

Today’s consumers are increasingly cynical and suspicious of brands and their intentions. Companies across all industries have tried to meet the growing demands for transparency and honesty, but not all meet the mark. The ones that do typically lean into something even more important: authenticity.