The best brands are built from the soul up

Learn why successful brands start with strategy, not visuals. Like building a house, your brand needs a solid foundation before decorating.

Building Brands from the Soul Up: Understanding True Brand Strategy

I want to clear up some misconceptions about brand building and share our perspective on what truly makes a great brand. Let's dive into why the best brands are built from the soul up.

What is Brand Strategy, Really?

At its core:

Brand strategy is business strategy through a brand lens
Requires executive/leadership involvement
Cannot be outsourced to marketing teams alone
Must be lived from the inside out

The Reach of Brand Strategy

Your brand strategy should inform:

Business decisions
HR practices
Communications
Marketing efforts
Sales approaches
Company culture

Core Questions Brand Strategy Answers

Who you are
What you do
Who you do it for
Why you do it
Why people should choose you
Why employees should want to join you

The House-Building Analogy

Think of brand building like constructing a house:

1. The Foundation (Brand Strategy)

Must be solid
No cracks
Thoroughly planned
Properly executed

2. The Structure (Business Elements)

Website
Business model
Core operations
Internal systems

3. The Decor (Visual Brand)

Logo
Visual identity
Style elements
Brand aesthetics

4. Welcoming Guests (Marketing)

Marketing strategy
Sales approach
Customer engagement
Community building

Common Brand Strategy Mistakes

Many brand designers:

Rush through strategy work
Rely on simple questionnaires
Skip to visual design too quickly
Miss crucial foundational elements

The Right Approach

For lasting impact:

Start with solid strategy
Build strong foundations
Create cohesive systems
Add visual elements
Implement marketing

Why This Matters

A proper brand strategy ensures:

Lasting impact
Consistent messaging
Strong culture
Clear direction
Profitable growth

Remember: Just as you wouldn't invite guests to an unfinished house, don't launch your brand without a solid foundation. Take the time to build from the soul up.

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