What’s the Difference Between Brand Strategy and Brand Identity?

Brand Strategy vs Brand Identity - let’s talk about it.

Most people are familiar with the visual elements that make up a brand - a logo, colours, fonts etc. These visual elements form key aspects of your brand identity.

But what many don’t realise is that the visual elements of a brand are underpinned by strategy.

Rather than being a series of random decisions that simply ✨ loOk pReTtY ✨, forming a cohesive brand identity should always start with a brand strategy.

Brand strategy and brand identity are close siblings (non-identical twins even) but there are some key differences between each.

Keep reading for some serious ✨brand enlightenment ✨

What is a Brand Strategy?

Your brand strategy defines WHO you are as a business and sets the foundation for everything you do.

Key elements of a brand strategy include:

Your mission statement - the reason why your brand exists and who it exists for
Your overall vision - what you aim to achieve
Your core values - the beliefs that drive your actions
Your tone of voice - how you speak to your audience
Your visual identity - logo, colours, fonts etc

In short, your brand strategy is the blueprint you’ll use for essentially every aspect of your brand.

Whether you’re launching a campaign, posting on socials, or creating scroll-stopping content, your brand strategy ensures every output from your brand remains aligned with who you are and what you stand for.

Why is Brand Strategy Important?

No brand strategy = (inconsistent messaging + a confused audience) = no sales, no customers, no nothin’.

That math just ain’t mathing.

By defining a clear brand strategy, you will:

Stand out in an often-saturated market
Build trust and recognition with your ideal customers
Create a consistent and memorable experience for your audience

Now that’s more like it 👍

What is a Brand Identity?

Brand identity refers to the tangible assets associated with your brand, such as your logo, brand mark, tone of voice, colour palette, and commonly used phrases (known as ‘brand phraseology’).

Your brand identity captures how your brand looks, sounds, and feels - it should make your business stand out for all the right reasons.

Creating a recognisable, memorable brand identity is the secret sauce to connecting with your audience.

Typical elements of a brand identity include:

Logo and brand mark
Colour palette
Fonts (also referred to as typography if you’re feelin’ fancy)
Tone of voice guidance
Image direction
Accent designs, such as specific shapes, symbols or styles commonly associated with your visual brand identity

How Do Brand Strategy and Brand Identity Work Together?

Brand strategy and brand identity are two halves of the same whole. One can’t succeed without the other.

Remember: your brand strategy is where you define your brand’s purpose, goals, values, vision, and your target audience. This is where you define the who, why, and what behind your brand.

Your brand identity visually brings your brand to life in a way your audience can see, hear, and feel.

Why do you need a Brand Strategy before you design your Brand Identity?

When considering your brand identity, it can be tempting to dive right into your brand colours, fonts, and logo design - cos these are the fun, creative bits of branding we bloody LOVE 😍

HOWEVER.

Hold your horses just a sec my friend 🐎

Because trying to create a brand identity without a strategy is like running before you can walk.

You could spend hours designing the perfect logo, deciding on a library of brand colours and cool-looking fonts...

But without a strategy to underpin your decision-making, you will:

Create a messy, inconsistent visual identity that confuses the heck out of your audience
Convey a lack of purpose, which leaves your brand feeling hollow or disconnected without a clear mission, values, or target audience
Miss the mark when it comes to your messaging, therefore weakening your brand position

Your brand strategy and brand identity work in harmony to:

Create alignment: Ensuring your visuals and messaging match your mission and goals
Build trust: Consistency in both strategy and identity creates loyalty and trust with your audience
Drive results: A clear strategy paired with a fan-bloody-tastic brand identity helps you attract the right audience and keep ‘em coming back for more

A Quick Recap:

Brand Strategy 🔎

Defines your purpose, goals, and audience
Creates the blueprint for everything your brand does

Brand Identity 🌈

Brings your strategy to life visually
Makes your brand memorable and engaging

Together 🤝

Strategy guides identity, ensuring everything aligns
Identity communicates your strategy visually

And there ya have it folks!

Your fool-proof guide to all things Brand Strategy vs Brand Identity.

Ready to create your epic brand identity (underpinned by an epic-er brand strategy, obvs)?

The 7 Week Brand Builder was made just for you.

Check it out here 👇

7 Week Brand Builder