The Essential Brand Framework

The Essential Brand Framework

Following a brand framework can help professionals create a brilliant business identity that drives credibility, loyalty and advocacy. 

Creating a solid brand strategy is a business tactic that is often ignored by smaller enterprises. Many think of branding as merely logo development, while others think branding is a costly, complex strategy best left to larger organizations.

All businesses, however, can benefit from building a solid business identity. Everyone, from solopreneurs, artists and creative professionals, to associations, non-profits, and even community leaders, can elevate their market presence through a strong business identity. 

This Essential Brand Framework is A Business Roadmap

The Essential Brand Framework outlined below serves as a comprehensive business roadmap. It is as important, or perhaps even more so, than your business plan, because it forces you to consider and tie together four key business pillars:

  • Clarity: Be crystal clear about what you do, what you stand for, who you serve, and what results you generate. Then define your unique “wow factor.”  
  • Identity: Build your visual identity, including your logo, AND the voice of your brand.
  • Strategy: Once you’ve defined your brand high points, its time to build a strategy that details when, where, how, and how often you will deploy your brand message.
  • Activity: All your thinking, reading, learning, and planning will never replace taking action. You must be active every day, so you can elevate, measure, and grow your business in response to real-time scenarios.

This framework serves as your guiding policy. Not only does it guide your marketing strategy, it is also a promise to your customers. Your brand defines what your customers can expect of you and how you will continuously strive to meet and exceed those expectations.  

Why is a Strong Brand Important?

Why do we need a strong brand? A skyrocketing number of new businesses are entering the marketplace every day. This surge in new businesses is playing out at exactly the same time that average attention spans are plummeting.

Today’s businesses must attempt to capture attention in ever noisier arenas with less time than ever to create interest. Your brand is a thought-out strategy that tells customers you understand what they are looking for and you can help them meet their goals.

The Essential Brand Framework 

How does a business start building their brand? Although every branding and marketing professional has a different approach, I have found that the essential brand framework incurs four core elements.

Clarity

When building a brand strategy, businesses, non-profits, and even individuals must start by being crystal clear about what they do and what results they generate. 

If you aren’t clear about what you do, don’t expect your customers to understand you. If they don’t “get” you, they won’t notice you, they won’t remember you and they won’t buy from you. 

Being clear isn’t always as easy as it sounds.

Many businesses start by defining their “uniqueness,” but forget to tell people what they actually do. Others, on the other hand, focus so much on promoting their services, they forget to tell people about what successes their services have created. 

Your clients must understand WHAT you do and WHY you are the right choice to work with. If you aren’t clear about what you do, customers won’t notice you, they won’t buy from you and they won’t refer your services. 

So start your brand strategy by going back and being crystal clear about the basics.

Identity

Once you’ve defined what your business stands for and how it stands out, then you can start to build an “identity” that encapsulates your particular uniqueness. 

Business owners should spend at least as much time detailing their brand narrative as they spend designing their logo. 

Yes, your identity includes your logo, as well as the fonts, colors, and visual “mood” that will represent your business. But, and this is a personal soapbox of mine, most businesses do not do nearly enough to define the “voice” of their business. 

Business owners should spend at least as much time (and money) detailing their brand narrative and editorial guidelines as they do designing their logo.

Consistency, as we’ve already discussed, is critical in building trust. And consistency starts with building a thoughtful direction for the tone and narrative of your content.

Strategy

While clarity and identity are the “back-end” pillars of your brand strategy, the next two: strategy and activity involve the active deployment of your brand strategy.

Your strategy will not only help you maintain consistency, but it will ALSO invite advocates into your story and help them consistently and correctly share your message. 

Under the strategy pillar, there are several guiding documents that help you ensure your branding remains consistent throughout all your marketing and outreach messaging. These documents may include a brand positioning statement and brand guidelines. Both of which will not only help you maintain consistency, but they will ALSO invite advocates into your story and help them consistently and correctly share your message.

Other brand strategy documents , such as customer journey mapping, and the audience value matrix, will help you understand the needs of each audience target, and define how you will interact with them and meet their needs throughout their entire relationship with your business.

Activity

Once you’ve defined what your business stands for and how it stands out, and only then, you will start building an “identity” for your business. 

Business owners should spend at least as much time detailing their brand narrative as they spend designing their logo. 

Yes, your identity includes your logo, as well as the fonts, colors, and visual “mood” that will represent your business. But, and this is a personal soapbox of mine, most businesses do not spend nearly enough time also defining the “voice” of their business. 

My Services

Brand Report Card

Perfect for DIY marketers 

If your marketing efforts aren’t delivering their anticipated results, I will review your content and provide feedback on how to tweak your messaging so it best showcases your strengths.

Learn More

Brand Narrative

Highlight successes over services

Does your content paint a vivid picture of success? I’ll work with you to identify your unique strengths, and then build a custom content plan for your core web pages.

Learn More

Book a Consultation

Personalized Solutions

What are your branding needs? Contact me to for a free, 15-Discovery Call.

I also offer one-on-one mentoring sessions.

Learn More

Creating a strong brand framework is a critical step for entrepreneurs looking to build a rock solid business identity. While brand strategy is often considered a tool that only larger organizations use, following a brand strategy can help all businesses–including solopreneurs, artists, non-profits, and even community leaders. In short, the brand framework helps define what you do and how the marketplace should perceive you and share your message.