Brand Strategy and Messaging
Bridging the Gap Between Business, Branding, and Marketing
A brand strategy is a platform for branding and marketing. It helps you to establish your brand personality, uncover your brand’s voice, and connect to your audience on a human-to-human level for your marketing efforts.
A messaging framework is a conative message strategy helping you tell a compelling brand story to achieve your goals, aspirations, and a competitive edge.
Together, both connect your values to the beliefs of your audience so you can serve more of those who impact your business or organization most.
A brand strategy and messaging platform will give your brand that ‘je ne sais quoi’ to attract more people to your business or organization who see the true value in what you are offering to them.
Brand Identity Design Starts With Brand Strategy
Not sure of the visual direction to go with your logo, colors, typography, and packaging. Brand identity-building starts with developing a brand strategy.
And creating a brand strategy lays the foundation for all marketing strategies for purpose-driven brands that believe in human-to-human marketing in a world becoming more and more digitized every day.
Humanizing your marketing builds trust, and trust is what you need to attract a community fully supportive of your brand and its services.
How We Can Work Together
Step 1: Brand Therapy
For small to mid-size service businesses and nonprofits (marketing teams of ~4 or less), VCM Strategies will review your business strategy and help determine your path forward for your branding and marketing within 1 week.
This service comes with a 2-3 hour video discovery call with a recap and insights, a 2-3 hour brand audit of any marketing assets you have with recommendations for improvement, a business persona document (based on the workshop), and an outline of the next steps for branding and marketing your business or organization.
Book Brand Therapy below or book a clarity call to see if we are the perfect match here.
Pricing is for 1 brand, 1 business, or 1 organization.
Step 2: Get Personal
After going through Brand Therapy, you have the option to take the next steps documented for you and DIY your branding and marketing, or you can book Get Personal. For this part of the process, within 1 week, VCM Strategies will provide you with the persona most suited for your business and a user persona using brand strategy research on 1 target audience and 2 competitors—packaged in a document for sharing.
Your brand personality from Brand Therapy will be refined for competitive positioning, and your brand voice, tone, colors, fonts will be established with guidelines on how this information impacts your brand experiences. At this stage, you can take the information provided and share it with designers for a logo or any other visual design. VCM Strategies also has trusted designers you can work with. The cost of design work is not included in the price below.
*If you want to add audiences, a survey, individuals interviews, or brand strategy training to this step, there are additional costs and adjustments to the timing of this deliverable. There's also an additional fee of $3,000 if you would like all of the backend research data collected for your brand strategy (usually 5-10+ pages long).
Step 3: Foundational Peace
After going through, Get Personal, you can book Foundational Peace. For this part of the process, within 3 weeks, VCM Strategies will create your complete Brand Strategy Playbook with all of the information from steps 1 and 2 and your brand messaging architecture. Brand messaging architecture includes your brand pillars, promise, attributes, benefits, storytelling opportunities with logic map, positioning, empathy map, mantra, and messaging statements. This process is quite collaborative, as messaging is critical to any brand.
Payment can be divided over 2 months with a 10% service fee. Pricing is for 1 brand, 1 business, or 1 organization.
After this step, you can choose to have VCM Strategies create your brand identity, content strategy (channel selection, editorial calendar, business case, journey map, keyword strategy, budget allocation strategy), and provide additional information about your market landscape. At this stage, you will essentially have a complete marketing strategy and plan. With strategies and identity out of the way, VCM Strategies can help you with ongoing marketing support.
VCM Brand Solutions & Process
TARGET AUDIENCE RESEARCH
INTERNAL BRAND DEVELOPMENT
BRAND PERSONALITY DEVELOPMENT
BRAND VOICE AND TONE
BRAND IDENTITY & DESIGN
SOCIAL MEDIA MARKETING
What You Can Get
Target audience research
Brand positioning framework
Brand voice guidelines
Brand messaging language
Brand strategy playbook
Brand personality guidelines
Brand tone and voice guidance
Brand essence statement
Brand promise statement
Brand identity design
Brand style guide
Brand personality guidelines
Brand tone and voice guidance
Results You Can Expect
Greater brand equity
Better marketing executions
Increased brand awareness
Attract Your Tribe
With a branding and messaging platform, you will articulate your value proposition, create value for your audience, and attract the clients, customers, or supporters who vibe with you.
You will also be able to serve your target audience with less effort and more deeply, as well as:
Align your brand essence and aesthetics
Gain a competitive edge over your competition
Communicate a consistent, cohesive brand message
Influence the perception of your brand among stakeholders
Increase the return on your marketing efforts and spend
“When you’re competing for contracting opportunities, you have to have a professional, modern website. Our last website design was outdated. We needed an online brand presence that we could be proud of, and that would let others know that we are an established business they can trust. We were referred to Vanessa, and it was so much fun working with her. She listened to our needs, reframed our communication with our target audiences, and designed a website we now love to show to others. We look forward to working with her on future marketing projects for our business.”
— Fernandez and Farah McKenley, Owners | F2M Fire and Drafting Designs
Discover how a new digital brand experience helped to recast a Community Development Financial Institution's position, leading to over 2,000 local businesses receiving business assistance and over $1MM in loans dispersed.
Strategy Is Right For You If You...
Are serious about serving more people.
Have a brand with an inconsistent look, feel, and message.
Are ready to make a real investment in your brand.
Want to purposefully approach marketing your services.
Had someone tell you that you needed one.
Are attracting people you don’t desire to serve.
Have a gap in your ability to position and promote your services.
You don’t know whom you should ideally target for your services.