Understanding Brand Strategy
Brand strategy is the essential blueprint behind every business that grows, connects, and lasts.
Let’s break down the details of what brand strategy is (and isn’t) and I’ll walk you through my clear, human-centered framework to build a brand that stands out and sells with integrity.
What Exactly is Brand Strategy?
It’s the intentional process of defining who you are, what you stand for, and how you’ll consistently communicate that to the people who need what you offer. It’s the difference between throwing spaghetti at the ceiling and building something with a clear plan.
To be more specific:
BRAND = Your reputation. It isn’t your logo, your color palette, or even your clever tagline. Your brand is the entire experience someone has with your business—it’s how they feel when they think about you, what they expect from you, and why they choose you over everyone else.
STRATEGY = Your roadmap. It is the deliberate plan that guides every decision you make about how your brand shows up in the world.
Brand Strategy is not just a mood board, logo or clever slogan. And it’s definately NOT something you should “get to later”.
How I Approach Brand Strategy
Step 1: Brand Development
Step 2: Marketing your Brand
1. Brand Development
Here’s how I explain brand development to my clients, and honestly, once you see it this way, you’ll never think about your business the same again.
Think of building your brand like hosting the most important dinner party of your life. You wouldn’t serve gourmet food on a wobbly table, right?
Let’s break it down.
The Four Legs of the Table: Your Brand Foundation
Leg 1: Brand Identity
Your brand story, profile, values, and voice. This is who you are at your core.
Leg 2: Purpose & Direction
Your mission and vision. This is why you exist and where you’re headed.
Leg 3: Audience Understanding
Your ideal customer profiles. This is who you’re serving and what they need.
Leg 4: Market Position
Your positioning, messaging, and visual branding. This is how you stand out.
The Tabletop: Your Digital Presence
Your platforms:
- Your website
- Your social media profiles
- Your email system
These are all the steps in your customers journey with you where they will experience your brand.
The Food: Your Offers
This is where you monetize! Do do that sucessfully you need clarity on what you offer, and why your customers should care. What problems do you solve, what are the benefits your customers will experience and what transformations do you promise?
Your offers are divided the same way a menu would be:
The main course: Your core offer/product/service
Your appetizers, sides, and desserts are all the smaller offers that you can offer or include that solve more of your customers problems.
When your brand pillars are stable, your platforms are optimised and your offers are irresistable, you are now at the point that you can start attracting your ideal customers. (aka marketing!)
✅ Stable Brand Pillars (Foundation)
✅ Optimised Platforms (Presence)
✅ Irresistible Offers (Monetization)
Most people get this backwards. They start marketing, without building a stable foundation first, and then try figure things out as they go. Don’t be like them!
2. Marketing your Brand
I believe that if you have something that can make the world better for someone else, it’s your moral obligation to do a kick-ass job of telling people about it.
I’m not kidding about this. If what you’ve created can genuinely help people, then hiding in the corner being “humble” about it isn’t noble—it’s selfish. You’re depriving people of something that could improve their lives.
This is where marketing strategy comes in. Once your brand foundation is rock-solid, you develop a plan to attract your ideal customers to come and experience what you’ve prepared. Think of it as creating a pathway that takes a complete stranger and transforms them into a loyal advocate of your brand.
Marketing is the art of creating customer journeys that turn strangers into loyal advocates for your brand.
What is a Customer Journey?
My approach to marketing strategy involves mapping out a customer journey where each step is polished and optimized based on your brand pillars. No trickery, no “growth hacks,” no manipulation.
It’s about making sure that at each and every step of the journey, you’re:
- Adding genuine value to their lives
- Delivering an excellent experience that exceeds expectations
- Keeping every promise you make along the way
Because here’s what I’ve learned after years in the trenches: sustainable business growth isn’t about clever tactics or the latest social media hack. It’s about building genuine relationships with people who need what you offer.
Hi, I am Kira Goller
I’m the brand strategist who’s been in the trenches and figured out what actually works. My background as a physiotherapist taught me something crucial: you can’t build strength on a weak foundation. The same is true for brands.
I’ve spent years obsessively studying what separates businesses that thrive online from those that struggle to get noticed in the digital space. I work with people who’ve built excellent businesses and stellar reputations in their industries, but whose digital presence doesn’t reflect the caliber of work they actually do. I’ve helped transform chaotic tangles of half-formed ideas into crystal-clear direction that drives real results.
How I can Help
Look, I could talk about brand strategy all day (and honestly, I often do), but what you probably want to know is: how do we actually make this happen for your business?
Develop your Brand Pillars
We’ll build those four table legs together—your brand identity, purpose, audience understanding, and market position. No fluff, just the solid foundation your business needs.
Build Your Digital Presence
Website design and optimization, social profile setup, email system integration—the tabletop where your brand comes to life and people actually experience what you’ve built.
Create Customer Journeys
We’ll map out and optimize every touchpoint, ensuring each interaction adds value and moves people from complete strangers to becoming loyal advocates of your brand.
