Identity strategy provides clients with a holistic approach to creating a marketable business, which includes aligning ideas with identity, gaining clarity on who and/or what “fits” (i.e. will produce for both the business and clients), creating clear & concise messaging that resonates with ideal clients, and connecting to resources that will aid in fulfilling business objectives.
It is an actionable plan designed to keep business owners aligned with the Mentality, equipped with tools for the Manageability, and focused on maintaining the Momentum of the business.
Take the holistic approach
to creating a marketable business.
The components of Identity Strategy
Mentality focuses on shaping your perspective to position the business.
Your values determine your mission. Your mission determines your messaging. Your messaging determines your positioning.
Manageability focuses on developing a plan for consistently ”showing up.”
It is important to have a plan for effectively and simply managing the many moving parts of your business to give clients & audience a consistent experience.
Momentum focuses on planning for the scalability of the business.
Planning for success means strategizing to build enough momentum to fulfill future business objectives that are not immediately attainable.
Identity Strategy Guide
The strategy developed while working through the Mentality, Manageability, Momentum framework will be compiled into a single document known as an Identity Strategy Guide. This document is meant to serve as a handbook to hold the client accountable to making identity-aligned decisions about their business.
Here are some ways the guide can be used...
1. Campaign Development
When building out a marketing plan, business owners can pull from the guide to find campaign inspiration or refer to it to ensure that a campaign aligns with overall business values, mission, and messaging.
2. Product or Service Development
Business owners can refer to the guide to ensure that ideas for new products, services, or programs align with identity & overall business objectives, and meet the criteria for manageability. The guide may also outline plans for specific products or services to be introduced at a future date.
3. Visual Branding
In the visual branding process, business owners can pull from the values, mission, and messaging to inspire the design of visual assets. They may also look to business objectives to create an aesthetic that will be relevant to future growth.
It is possible that aspects of a business may feel misaligned from time to time. If this happens, the guide can serve as a tool to remind the business owner of and realign them with the values, mission, and objectives.