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Brand identity

and strategy

What is a brand strategy?

A brand strategy is a clear plan that helps a business understand who they are, what they stand for, and how they want others to see them.

It's a roadmap for making sure that everything about your brand is consistent and meaningful, which helps you connect with your customers and stand out in the market.

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There are 3 main things that a strong brand strategy can do to improve the relationship between you and your target audience:


Differentiate and clarify


Increase brand equity


Ensure consistency

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What can a brand strategy do for you?

Brand awareness to brand loyalty

Whether you’re starting out, or considering a rebrand, a well-crafted brand strategy can be a game-changer for your business.

It provides a clear roadmap for how your brand should be perceived and interact with your target audience. It ensures consistency in messaging, visual identity, and customer experience, which fosters trust and recognition.

A strong brand strategy doesn't just define who you are; it shapes how your audience perceives you. But most importantly, it paves the way for lasting relationships with your customers.

How do you create a

brand identity?

We’ll start by crafting a unique and memorable visual identity creating and defining elements like logos, colour palettes, typography, and imagery, which align with your brand's personality and message.

Storytelling also plays a pivotal role in connecting emotionally with the audience, sharing the brand's history, mission, and vision.

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Why is brand identity important?

Your brand identity helps people recognize and trust your business. In simple terms, it's how your brand looks and feels.

It's important because it's how people remember and recognize you. Imagine seeing a red and white soda can with a distinct logo; you instantly know it's Coca-Cola. That's the power of a strong brand identity.

But it isn't just for looks. It's for connections, too. A friendly and familiar brand makes customers feel like they know you and can relate to you. Plus, it keeps your marketing organized.

When everything looks and sounds the same, it's easier to create ads, websites, and messages that all work together to promote your brand.

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Customer experience

Brand strategy is about creating consistency.

This helps customers feel familiar and comfortable with your brand, like they know what to expect. When your brand keeps its promises and delivers a consistent experience, customers are more likely to believe in you and stick with your brand.

A strong brand strategy guides your brand in making choices that lead to positive and memorable customer interactions, which leads to loyalty and more satisfied customers.

What’s the key to a strong brand identity?

Clarity, uniqueness, consistency and authenticity are core elements of any successful brand. Above all else, your goal is to be memorable. But - especially when you’re starting out - it’s also important to design your brand in a way that gives you room to grow over time. That’s the real trick: creating something that’s as flexible as it is impactful.

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Visual style: logos, colours, iconography and typography

We’ll start by understanding your brand values, and audience.

From there, we’ll design a memorable logo that reflects your brand's essence. We’ll choose colours that match the brand's identity and emotions it wants to convey. Then we’ll create unique icons that reinforce the brand's identity, and pick fonts that are easy to read and suit the brand's personality.

Throughout the process, we’ll work together with you to make sure the final visual style represents your brand well and can be used effectively.

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Content and communication

We’ll identify and refine a relatable tone of voice to match your brand's personality.

We’ll also help you define a mission statement that defines your brand's purpose, and create taglines or slogans that capture that purpose and intention in a memorable and succinct way.

The goal here is to ensure that your communications align with your brand's identity, resonate with your audience, and leave a lasting impression.


What is a brand prism?

A brand prism is a model used to define and understand various facets of a brand's personality, helping shape its identity and communication.

Why are brand guidelines important?

Brand guidelines are important to ensure consistency in how a brand is presented visually and in messaging, maintaining a cohesive and recognizable brand image.

What is brand development?

Brand development is the process of creating, evolving, and managing a brand's identity and reputation to meet business goals.

What is brand equity?

Brand equity is the intangible value and perception a brand has in consumers' minds. It reflects a brand's strength and influence in the market.

How often should you review your brand strategy?

You should review your brand strategy periodically, but the frequency can vary based on business changes; a common interval is every 1-3 years.

Do you need a brand development strategy?

Well, of course we’d say so. But that’s because we know that a brand development strategy is essential to defining how your brand will grow, connect with audiences, and achieve its goals.

How much does a brand development strategy cost?

The cost of a brand development strategy varies widely based on the scope, complexity, and components required to complete the project. Depending on what you need help with, you can expect to pay anywhere between £3,000 and £30,000.

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Get in touch with us today!


Busy Lemon is an inclusive workplace.

We welcome all people.

And pets.

We love pets.

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Did you know?

The most popular lemon on the planet is the Eureka lemon.