Building an Intentional Brand: Strategy, Identity, and Growth


Ever wondered why some businesses stand out while others struggle? It all may come down to one thing: your brand. A strong brand is like a solid foundation for your business, setting the stage for steady growth.

But here’s the thing: if you don’t approach branding with intention and strategy, you might not get the results you want. A brand that’s pieced together without a plan can look disjointed or forgettable to your audience.

So, here’s a question for you: What if your brand could be the key to your success?

Instead of rushing through ideas and making things look good, let’s try a different approach. By following these three steps to build a thoughtful brand, you’ll pave the way for significant growth in your business. Ready to make your brand work for you? Let’s get started.

Step 1: Establish a Strong Brand Strategy

A brand strategy is a detailed plan that outlines how a company expresses its business identity to its audience. It defines unique values, personality, and positioning. This plan ensures consistency in how the company looks and communicates.

For instance, when a company establishes its brand strategy with the goal of being both friendly and eco-friendly, every element within its identity becomes a reflection of these qualities. From the logo and mission statement to the colors and ads, the company should ensure that each component aligns seamlessly with the core values of friendliness and environmental sustainability. This comprehensive approach not only creates a consistent and cohesive brand image but also communicates a clear message about the company’s commitment to its principles.

One common mistake I often see entrepreneurs make is diving straight into marketing without defining their brand first. When I say “brand,” I’m not just talking about logos and graphics; I mean the foundational strategy of your brand. Design is crucial for business growth, but it’s more than looks. It’s about the strategy behind the design and how you visually connect with your audience.

Without a solid strategy, even the most beautiful brand and website won’t serve you well. So, before investing time and energy in designing and marketing your business, start by defining your brand strategy. To help you get started, download our FREE Brand Clarity Workbook. It will help uncover your brand’s unique essence and create a clear strategy, ensuring that your designs and marketing efforts are not only beautiful but also meaningful and effective.

Three Essential Business Concepts You Should Be Familiar With

While you may already have a business strategy and a marketing plan, it’s the brand strategy that ties them together. Let’s dive into the interconnected nature of business, marketing, and branding strategies by defining these terms.

Three woman putting lipstick on with the caption "Business Strategy", "Brand Strategy", and "Marketing Strategy"
  • Business Strategythe big picture, outlining your business’s vision, mission, and long-term goals.
  • Marketing Strategythe hands-on, action-oriented side, promoting and selling your products or services effectively.
  • Brand Strategy: the glue bringing your business strategy to life, expressing your business’s essence, values, uniqueness, and why customers would choose you.

In essence, branding is the language your business speaks. It articulates what makes your business special and communicates why it matters to your customers. When seamlessly integrated, these three strategies form a powerful narrative, telling the story of your business and creating a lasting connection with your audience.

Step 2: Time to Build Your Brand Identity

Now that you’ve laid the foundation with a thoughtful brand strategy, it’s time to breathe life into your brand identity. Picture this as giving your brand a face and a voice. On the visual side, think about your logo, color palette, typography, and photography style. On the voice side, consider your tone, manner, and communication style.

Here’s the key: while it might be tempting to rush into this phase, creating a brand identity without a solid strategy is like building a house without a blueprint. Sure, it might look good, but will it truly resonate with the right people? Your brand strategy is the guiding map for this journey.

Rather than choosing design elements based on trends or personal preferences, let your strategy be the compass. Align fonts, colors, and styles with your audience, your message, and your brand-building goals.

For instance, if your brand strategy is to be eco-friendly and modern, ensure your visual elements reflect sustainability and contemporary aesthetics. If your tone is friendly and approachable, make sure your communication style mirrors these qualities.

Your strategy shapes the direction and aspirations of your brand, and your identity is the tangible expression of that vision. When your brand design is rooted in a strong strategy, you can trust it to convey your message effectively while visually appealing to your ideal audience.

Step 3: Create an Effective Marketing Strategy for Growth

The final piece in your brand-building is to express your brand to the world through marketing. This is where the magic happens, as you reach the right audience, generate more leads, monetize your products and services, and position your brand perfectly.

Now that your brand strategy is crystal clear and your brand identity is looking sharp, it’s time to bring it all to life through your marketing efforts. This is when you create your website, dive into email marketing, and prepare other materials that will boldly represent your brand strategy using its visual elements, completing the process.

And to guide you seamlessly through crafting a winning marketing strategy, use our powerfully effective “Marketing Strategy Workbook“. This comprehensive workbook is packed with exercises, templates, and expert insights, making it a valuable resource for both seasoned marketers and those just starting out. Whether you’re looking to refine your current strategy or develop a clear, actionable plan aligning with your business goals, this workbook is designed to be your trusted companion on your marketing journey.


The next time you think about your brand and are scared of it, just remember that it is more straightforward than it seems. While creating an intentional brand takes a lot of time and thought and shouldn’t be thrown together, it doesn’t have to be overwhelming and daunting, either. When you build your brand in this order, you can create a brand that lasts and grows with your business more effectively.



Impress your followers and gain new ones with eye-catching posts that showcase your creativity and professionalism. Whether you're a small business owner, influencer, or just looking to up your social media game, our templates are the perfect solution.

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Impress your followers and gain new ones with eye-catching posts that showcase your creativity and professionalism. Whether you're a small business owner, influencer, or just looking to up your social media game, our templates are the perfect solution.

free canva template


Together, we'll strategically refine your brand identity with well-researched and beautifully designed concepts based on your brand foundation. What results is a purposefully crafted brand design that perfectly embodies your brand's essence.

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