A strong brand strategy isn’t just about logos and colours—it’s about clarity, connection, and consistency. It’s about building something that truly resonates with the people you want to reach. And at the core of it all? The Human Element.
This isn’t an exhaustive list—9 times out of 10, I’ll add elements that make sense for my clients and their industry. But these seven pieces are the backbone of a solid brand strategy. Get them right, and you’ll build a brand that’s not only strategic but deeply human.
1. Brand Personality
“Your brand is what other people say about you when you’re not in the room.” — Jeff Bezos.
Your brand is more than what you do—it’s who you are. How does your brand show up in the world? Is it bold and playful? Warm and nurturing? Luxe and refined? Your brand personality sets the tone for every interaction, from website copy to Instagram captions. It should feel like a person, not a faceless business. Nail this, and you’ll create an emotional connection with your audience before they even hit ‘buy’.
Not sure how to define your brand personality? My Brand Spirit process helps you get crystal clear on what makes your brand unique, ensuring every touchpoint feels aligned and distinctly you.
2. Ideal Customer Profiling
Another essential human element in your strategy is understanding the people who will buy from you. You can’t market effectively if you don’t know who you’re talking to. And I’m not just talking about their age, marital status and income level. I’m talking about psychographics, purchasing behaviours, tapping into their deepest dreams and fears. What keeps your audience up at night? What do they value? Where do they spend their time? How do they want Google to remember them in 100 years? The more intimately you understand your ideal clients, the easier it is to create messaging, offers, and experiences that feel tailor-made for them.
3. Brand Vision
Often the most skipped-over section of the branding process—probably because it feels vague or too far into the future. (I’ll admit, I used to skip it too!) But I’ve learned that when clients get clear on their brand vision, it transforms how they show up in their business. It’s not just about goal-setting; it’s about painting a picture so vivid that you can step into it. I always start a brand strategy with The Vision, and I use really descriptive, emotive language to transport my clients to a whole new perspective.
Your brand vision is the big picture, the guiding force behind everything you do. It’s not just about financial goals—it’s about impact, legacy. What change do you want to create? How do you want your brand to evolve in the next 3, 5, or 10 years? This clarity helps keep your brand on track, even when shiny new ideas try to pull you off course.
4. Mission Statement (Your ‘Why’)
The typical mission statement outlines why you exist and what impact you want to make. Sure, it’s important, but the mistake I see businesses making over and over is that they create these grandiose statements, frame them on the head office wall, and fail to integrate any of it into daily operations. Let alone messaging!
So I tip it on its head. Inspired by Simon Sinek’s Start With Why, we identify your Why, How, and What, and we craft a mission statement that means something, is practical, and forms the basis of any pitch you do.
5. Unique Selling Proposition (USP)
What makes you different? Never has this been more important. In a world drowning in sameness and toddler-like attention spans, your USP is what stops you from blending in. And it’s not just about being ‘better’; it’s about being unforgettable. I had a client who discovered one of the most memorable things about her was a complete juxtaposition of her title—she was known as the most non-lawyer-like lawyer in Perth!
Why should someone choose you over the next person who does something similar? Maybe it’s your process, your experience, your philosophy, or the way you make clients feel. Maybe it’s the bold stance you take or the niche you carve out. Whatever it is, own it—loudly.
Bonus tip: have a look at your reviews and customer feedback. They often contain themes and little nuggets of gold that you hadn’t considered about your brand.
6. Brand Values
Brand values guide how you do business. They shape your decisions, your culture, and how you engage with your audience. They aren’t just words on a website—in fact, most brand values are internal and don’t need to be splashed across your marketing. They should be reflected in your actions.
“Those three brand values you identified completely epitomise my business. I use them every day to make sure my decisions are aligned with my brand.”
7. Elevator Pitch
Can you explain what you do in a sentence or two? Your elevator pitch should be short, clear, and compelling. It’s not about stuffing in everything you do—it’s about getting people intrigued enough to want to know more. A great elevator pitch answers three key questions: What do you do? Who do you help? Why does it matter? When you nail this, you’ll never fumble through introductions again.
And yes, you don’t need to stick to the script verbatim. In fact, you should be mixing it up every time you use it. How you pitch to a room of potential clients is very different to how you explain your business to Aunt Mable at the family reunion. Read the room!
Which of these do you feel the most confident in? And which do you need to work on?
