It's got to be about more than just something pretty, right?

A few weeks back I shared some thoughts (read it here) on polishing up existing branding, visual or verbal. I said:

“Sometimes a little gloss is all it takes to get golden again.”

And it's true. But, there's more to branding than gloss.

A lot more. (So this dispatch is a little longer than most.)

I also said:  “Good bones are good bones and they may still have more mileage in them”. This is also true, but only when savvy strategy anchors them.

So what do I mean by “strategy”? What do I mean with my tagline “Beautifully strategic”? It all starts with heart…

• What is unquestionably important to you?

• Why and how do you want to serve your customers's problems/needs/wants?

…then holding that heart reverently as the throughline for all other decisions that follow, like:

• How do you differentiate your offering from others in the market?

• How do you want to be perceived and what's critical to that message? 

• What makes your quintessential customer smile or smirk, embrace or avoid, exhale or hold their breath, sleep soundly or worry all night?

• What kind of details nurture that customer from the time they become aware of you through the moment they rave about you to their friends?
  

Now we can explore the polish, the gloss, that's more than cosmetic:

• Which words (company name, tagline, slogans, website headlines and headings, brand copy, sales copy, social post captions, email content…) demonstrate the strategy that anchors them? 

• Which visuals (logo, colors, typography, photos and filters, graphics, icons, animations, illustrations, social posts…) demonstrate the strategy that anchors them?

This is beautifully strategic. It's thoughtful and it's aesthetic and it's meaningful. And, being thoughtful is beautiful. 

It's also effective. It's what makes your business irresistible –  that brilliant verve that's intangible but magnetically palpable.

Sounds like a lot, right? That's why you hire a professional strategist, one whose focus is to research and advise and understand and amplify you so you can focus on being the you our big beautiful world needs you to be. 

If you’re ready to get started, I’m right here.

♥︎ Candice