I’ve never shown anyone this before. 

Ever wonder what really happens behind the scenes of brand strategy? 

I know you’ve heard me talk about this. (Soapbox much, Michelle?) But if you’re visual like me, it’s one thing to hear it and a-whole-nother thing to SEE it.

So I’m pulling back the curtain. Ready?

This is it.

Those pages and pages and pages (these are all double-sided btw) of messy, imperfect words are the starting point for logo and brand design. That’s right. Words—for a visual brand. Not very exciting, is it? (Pages are blurred to protect the innocent. 😉)

These pages represent hours of conversation, client questionnaires, and research. It’s not glamorous or flashy. It’s the part no one sees—not even my clients. By the time they see this, it’s polished and distilled into four beautiful, concise pages.

Every client has similar insecurities. Their answers to my questionnaires feel scattered and disjointed, like they’re still working things out. They worry about having perfect words or if they’re even making sense. They often feel guilty for word vomiting all over me. The funny thing is, it all makes perfect sense from where I sit. When I layer their words (either written or verbal) and my intuition, it’s like the fog lifts and we’re able to dial in on the very essence of their business. This clarity lays the foundation of all the beautiful designs to come. 

I can’t explain exactly how it happens, but it always happens.

If your brand strategy is only a mood board and color palette, you’ve barely scratched the surface of what true strategy is. Yes, those are important, but they're not the starting point. How do you choose the right colors without clear language? How do you set the tone of your brand without solid, descriptive words? You can’t. It’s not possible. Colors and Pinterest boards might be a reasonable place to start if you don’t have much experience under your belt, but as you grow and get clearer on who you help and why they come to you, these aren’t enough for a brand to last over the long haul.

Starting with your favorite colors, what’s trendy, or personal preferences is a terrible way to build your brand because as soon as your preferences or trends change, (and they will; have you seen your closet?) your brand will feel out of date and you’ll start tweaking. Again. This approach also puts the focus on you when your focus should always be on your clients.

“I absolutely adore it. This is everything I didn’t know I needed.”

Last week, my newest client told me her heart was racing as I walked her through our proposed strategy. She was giddy with excitement because it felt perfect, and she blurted out the above response. That’s the reality. Most people don’t know they need strategy or understand why it’s so critical until they see it in action. I hope this helps you see why I beat this drum so often and so loudly. 

I have clients whose brands were designed 4 years ago, and their brand is as relevant and effective today as it was then because we started with strategy. 

Don’t get me wrong. I adore color palettes, beautiful typography, and creative icons as much as anyone and maybe more than most. But seeing clients cry or have heart palpitations over perfect language leading to perfect imagery? I could do this all day. It’s so much fun! 

I’m not usually one to say you “deserve" something. Maybe it’s growing up on cheesy McDonald’s commercials telling me I "deserve a break today." But when you’ve mastered your skillset and are helping clients every week, I think you deserve a brand that shows your true level of expertise. And your clients deserve to know how well you can serve them, too. 

Brands built on strategy do exactly that. Does yours?

If it does, shout it loud and proud! If not, let’s talk.

Eager to learn more Brand Strategy Secrets? 

Join me for a Zoom workshop with The ACE Class on Wednesday, May 20. This is the same content I usually teach inside private, paid groups—now available to you! All the details are on Eventbrite here. Tickets are FREE for ACE members and $10 for non-members (that's Canadian dollars, so it's basically free 😜). A recording will be available to those who register if you can't join us live. Can't wait to see you!