Creating good content is like building friendship with a best friend—you want to focus on one to connect deeply.
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My learning journey so far has showed me that there’s greater power in sharing my ideas than keeping them for my own. It has proven to me over and over again that my fears about running out of ideas are simply not true.
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It was through brand strategy that I learned this: the best part about being in this creative journey is that there isn’t a fixed framework that works like magic forever.
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You are not just a person who works with clients to help solve the client's problems through brand strategy, but you are a business. This means that there are many other things outside of client work that are just as important as doing the actual client work.
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Saying yes to all the client’s request and not knowing the goal of the project leads to a lot of assumptions because it is based on how much your client likes your work or not. It is this guesswork that creates anxiety.
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What I did didn't get me clients because I was focusing on the wrong things: strangers—people who are far from me, people who are outside of my own circle and community.
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Work that matters cares about getting people to their goals and solving people’s needs. It doesn’t care about trends because it understands what’s trendy doesn’t always make things better.
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Brand strategist, don’t fall into the trap of focusing on trends and storylines. Focus on understanding the brand and their customers.
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Your ideal client persona today might not be your ideal client persona 10 years from now, not because the potential clients you have now become different people, but mostly because you might not be doing the same things 10 years from now.
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It was never about defining it once and for all, but it is about the journey. It is about seeing the process as something bigger than the destination.
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This is your first real brand strategy client. You have nothing to show them, except a few trial brand roadmaps that you don't want to show. You have a workshop template, but that's a template not an actual evidence of client work. Oh no.
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It’s just like figuring out the criteria for that guy or girl who could be “The One” for your best friend. In the case of a brand, it’s figuring out the customer persona who is “The One” for the brand.
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If curiosity and empathy are essential to brand strategy, what can brand strategists do to cultivate these two things and make them a part of their daily practice?
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The same way that a recipe provides an anchor for bakers to know how much of each ingredient to put in the mixing bowl, brand strategy provides an anchor for you and your client to know what kind of visuals need to be created and what kind of texts need to be drafted.
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Nailing all the brand attributes, writing the most perfect positioning statement, creating the most complete stylescape... sometimes I wonder, do we even need all of this?
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There is only one right way to do brand strategy, which is whatever way that helps your clients get to their goals.
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Although this challenge might sound daunting at first read, it is a challenge that you can overcome simply by taking a step back and approaching the discussion from a different angle.
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The underlying reason why we all want to make the pivot from just doing designs to making strategy the main part of our process, is because we want to do meaningful and purposeful work. How can we achieve any of that if we can’t find clients?
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What do you do when your client starts backing away after hearing that you charge $10k for brand strategy?
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What if you don’t know how to sell strategy? What if you only know design, and you know nothing about brand strategy? What if you quit your job and then nobody wants to hire you?
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