Brand Strategy vs. Brand Identity: The Difference + Why You Need Both

When researching and discussing branding, you’ve probably heard the terms “brand strategy” and “brand identity.” So, what are they? And where do you start? 

While you need both a brand strategy and identity, you first need to understand the difference between them. Before diving in, let’s have a quick refresher on what exactly a brand is. 

What’s in a Brand?

When people think of branding, the first thing that often comes to mind is a logo and color palette. But a brand is SO much more than that!

Your brand is how others perceive you. It’s how they think, feel, and talk about your business. Your brand comes through in the experience you deliver at every interaction, from your website to your social media to how your employees treat client/customers.. 

Simply put, it is what makes you or your business stand out time and again!

As you go through the branding process, keep things in perspective. There is how you want people to feel about you, and there is how they actually feel about you. Make sure these are aligned. If they’re not, what do you need to adjust to ensure you are reaching and closing your dream clients or customers?

Brand Strategy

Brand strategy should always come first–that means even before designing an eye-catching logo!

Developing a brand strategy involves much of the foundational work of your business. This is the big picture stuff, where you define: 

• What you sell (i.e., your products or services)

• How you sell

• Your ideal clients

• Why you do what you do

• Your mission and purpose

• Your values

• Your competitors (not who you think are your competitors, but your actual competitors)

• Your unique value proposition (i.e., what sets you apart from the competition)

• Brand messaging (i.e., voice, style, and communication channels)

• How you want people to feel when they interact with your brand (What emotions do you want to spark with your target audience?)

Together, these elements form a comprehensive brand strategy that guides all of your marketing and business decisions.

Unfortunately, many eager entrepreneurs skip this step and jump right into the brand design process. While it’s fun to work on the creative visuals, overlooking this essential stage can lead to confusion for you, your team, and your audience. It can even attract the wrong kind of clients. After all, without a clear brand strategy, it will be tough for you to communicate the value you add and how you help your target audience.

Bottom line: Fumbling through the day-to-day without a data-backed strategy is costly and ineffective. Establishing a clear brand strategy, on the other hand, will set your business up for success.

Brand Identity

We have a questionnaire for each new client to assess where they’re at in their brand journey. If they have not yet built a brand strategy, we guide them through that process long before considering design elements such as a color palette and font system. Having a solid brand strategy before designing your identity also ensures brand consistency across all channels.

Once you have a brand strategy in place, it’s time to design your brand identity using your strategy as a blueprint. Often used interchangeably with “brand design,” brand identity begins with your core visual elements:

• Logo

• Color palette

• Fonts

• Patterns

• Imagery

Brand design can also encompass other digital and print elements, such as social media graphics, icons, business cards, and packaging. All of your assets should follow your brand strategy to create a cohesive presence from digital to print.

Brand Strategy + Brand Identity = Branding

You’ve probably heard the terms branding, brand strategy, and brand identity interchangeably. It can all be a bit confusing! It’s easiest to think of branding as the umbrella term and brand strategy and identity as the two key components of the overall branding process.

Remember, develop your brand strategy first by answering the critical questions about your business and the driving force behind it. Once you have this in place, you will be prepared to design a powerful brand identity that resonates with your target audience.

Do you need help building brand strategy? Or do you need an expert to design your visual brand? Fortunately, SkyHouse Creative offers both. We will meet you where you’re at to ensure your brand has a solid strategy behind it and a beautiful, consistent presence. 

To learn more about our branding services, complete our brief client inquiry form, and we’ll contact you promptly to discuss your needs!