At Leona Collective we are masters at strategic branding! Yet, one of our most frequently asked questions asks, what is the meaning of strategic branding. Let’s Dive in!

Traditionally, branding is referred to as, “The process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme” (Business Dictionary). In our opinion, this definition falls short. Strategic branding aims to establish a unique and differentiated presence in the market, which attracts and retains a loyal audience.

Let’s Dive Deeper into strategic branding!

To dive deeper, strategic branding is how people view and perceive your company. More importantly, it’s how you as the owner, and your workforce view and perceive the company. Branding is your who, what, where, when, your how, and your why. It’s not the design of your logo, business, cards, or website (that’s your brand identity). It’s about how an audience connects with your company on multiple levels.

“I need a logo, a business card, and a letterhead designed. You could say I need branding!” and that’s why we figured we would address this topic. Thus, branding is so much more than your logo and your look and feel.

Here’s where we come in

Our job as brand strategists is to help define those unique aspects, with the research and the collaboration. Then, to curate and design a visual identity system that reflects a brand. The core of strategic branding comes from YOU! In conclusion, you need to know your business, product, or service inside out!

In summary, branding is the personality, life, and soul of your company. It’s what you do, how you do it, and why you do it. In combination with timeless visual elements you have a strategic brand my friends.

Do you have any questions for us? Leave us a comment below to start a fun conversation on the meaning of strategic branding! Love the post? Share with your colleagues and friends.