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Who you are is how you connect. That’s the essence of a successful brand. Your brand identity is the core of your business – your passions, your reason for being. It’s the who, what, and why behind your brand. But a strong identity alone isn’t enough. You need a plan to get your message out there, to build relationships with your target audience. That’s where brand strategy comes in – the how.

Think of it this way…

Your brand identity is the masterpiece you want to create. Brand strategy is the roadmap that gets you there, guiding every decision, from design choices to marketing tactics.

Bay of Plenty map representing brand strategy as a roadmap.

Imagine a business named Kiwi re-Paks, a local Tauranga company selling sustainable and reusable food storage containers and food wraps. Their target audience is busy families as they know how much waste often goes into the packing of school and work lunches, not to mention simply storing food at home. They aim to make these products more affordable so that more people will use them, thereby reducing waste.

Let’s take a look at how Kiwi re-Paks can develop a winning brand strategy…

Why Brand Strategy Matters

Let’s say you’re building a house. A strong foundation is crucial – it ensures stability and allows you to build something beautiful and lasting. Your brand strategy is that foundation. It defines your core elements and creates a unified vision that informs everything you do.

Kiwi re-Paks has a mission to build a Kiwi community that values reusables, one re-pak at a time. The following components will help them get super clear about their brand identity so that they can focus on a strategy to deliver that identity to their audience.

Hand holding a seedling plant representing a company’s value of sustainability.

Clarity and Consistency: A clear strategy keeps your messaging focused and consistent across all platforms. No more mixed messages or confusing visuals.For example, Kiwi re-Paks will want to keep their colour palette of blues, greens and earth tones consistent across all platforms to reflect their logo and packaging. They’ll also want to use hashtags like #KiwiRePakCommunity or #OneRePakAtATime, which their customers can also use to contribute to the campaign and messaging.

Customer Connection: People connect with brands that resonate with their values and aspirations. Strategy helps you identify your ideal customer and craft messaging that speaks directly to their needs and desires. Since Kiwi re-Paks’ ideal customers are people on a budget who want to reduce waste, their messaging should focus on the benefits of their reusables not just for the environment, but also for saving money and a healthy lifestyle. Images and testimonials from families who use and love the products should also be a key part of the company’s messaging.

Standing Out from the Crowd: The marketplace is noisy. A strategic brand cuts through the clutter by highlighting what makes them unique and how they solve customer problems. Kiwi re-Paks will want to emphasise the affordability of their products while at the same time focusing on the community aspect. Injecting humour and showcasing their products being used by a wide variety of New Zealand families in numerous ways will help them position themselves as the ‘go-to’ brand.

Stack of blocks representing the foundational pieces of brand strategy.

Building Blocks of Your Brand Strategy

Let’s look at the key ingredients for building a powerful brand strategy.

  • Values & Mission: What drives you? What problems are you passionate about solving? Defining your core values and mission statement provides the guiding light for your brand.

    Kiwi re-Paks has a clear mission: Building a Kiwi community that values reusables, one re-pak at a time. Their core values are community, sustainability, affordability, and quality. They aim to reduce single-use plastic waste by delivering a durable and affordable product that everyone has access to.

  • Knowing Your Audience: Who are you trying to reach? Understanding their demographics, desires, and pain points is vital for crafting a message that resonates.

    Kiwi re-Paks’ target audience wants to make a difference for their environment but often finds the current reusable products unaffordable. They also want more information about how to adopt a more environmentally friendly lifestyle. Kiwi re-Paks can provide helpful information in their messaging, thereby positioning themselves as a trusted resource.

  • Competitive Landscape: Who are your biggest rivals? What are their strengths and weaknesses? A strategic analysis allows you to find your niche and position yourself effectively.

    While Kiwi re-Paks’ main competitor produces beautiful, sustainable products, these premium products are not affordable to young, busy families. Kiwi re-Paks can fill this market gap by providing an economical alternative that appeals to their target market, which will help solidify brand loyalty.

  • Brand Voice: How will you talk to your audience? Your brand voice should reflect your personality and values. Is it friendly and approachable, or sophisticated and authoritative?

    By using a friendly, conversational tone in all aspects of their brand communication, Kiwi re-Paks will position themselves as an approachable friend people want to connect with. This will help to build an interactive community of eco-conscious consumers sharing tips around the Kiwi re-Pak products.

From Strategy to Stunning Visuals: Bring Your Brand to Life

With a solid strategy in place, it’s time to give your brand a face. This is where a skilled graphic design team comes in. They’ll translate your strategy into a compelling visual identity, including your logo, colour palette, typography, and imagery. Every element should work together to communicate your brand message and personality in a visually captivating way.

A hand places a block with the word ‘brand’ printed on it among blocks labelled ‘logo’, ‘design’, ‘strategy’, ‘identity’ etc.

Although Kiwi re-Paks already have their product and brand identity in place, meeting with a design team will help them refine their image and messaging allowing them to more effectively reach their target audience.

Invest in Your Brand’s Future

By investing in a well-defined brand strategy, you’re laying the groundwork for long-term success. Your brand identity becomes the heart and soul, while your strategy becomes the roadmap to connect with your audience and achieve your goals. And that’s where Moa Studio comes in – to bridge the gap between strategy and stunning visuals, helping you build a brand that resonates and thrives.

Ready to see your brand come alive? Contact Moa Studio to discover how our expertise can transform your vision into a reality.