6 THINGS YOU DIDN'T REALIZE BRAND STRATEGY CAN DO FOR YOUR BUSINESS

If you’re not entirely sure what brand strategy is all about—you’re not alone. For many entrepreneurs, brand strategy is an abstract concept that people talk about but nobody really knows how to explain.

I get it. I’ve had this very conversation with my own brand strategy clients, time and time again. They weren’t sure what to expect going into it. But after it was all said and done, they felt like the fog had lifted. As if I’d taken the mess in their mind and turned it into the foundation for their business.

That is what brand strategy does. But it’s so much more than that. So this blog will help you see just how pivotal brand strategy is for a service-based business. You’ll learn six important benefits that hiring a brand strategist will have for your business operations, growth, and long-term trajectory.

CONTENTS

• Positioning your business to attract clients

• Finding your brand voice

• Shaping your content marketing strategy

• Leading from a place of purpose

• Distinction in the market

• Growing in the direction you desire

• Expect the unexpected

1. POSITIONING YOUR BUSINESS TO ATTRACT CLIENTS

I hear it all the time. Businesses just like yours are really struggling to maintain consistent inquiries. It has nothing to do with how qualified you are and everything to do with how competitive the market is. In fact, there’s so much choice that people are having a harder time trusting in their own decision.

So here’s where hiring a brand strategist will change the game for your continued business growth. A brand strategist, like myself, helps position your business in such a way that makes your services the clear and only choice.

When a brand clearly understands what you’re up against, you feel safe in their hands, don’t you? You trust them because if they know your problem this well, they definitely know how to solve it.

The thing is, you do know how to solve your ideal client’s problem, you’re just not great at positioning your business as the ideal solution for them. Your brand strategy helps you articulate that proof. It teaches you how to show up and shape offers to attract the attention of the right people.

2. FINDING YOUR BRAND VOICE

To make earning the trust of your future clients easier, it helps when what you say and how you say it are in alignment. This is what your favourite brands are already doing so well. But it takes some strategy to make this all feel so effortless.

For your service-based business, it can be as subtle as the cheeky tone of website headlines or the personality of button text. Defining your brand voice is also about owning your POV and deciding what you will and won’t speak to. It’s understanding how your voice helps reinforces your values, mission, and the brand you’re inviting people to connect with. When you have a playbook for how to keep things aligned, the difference is felt by your audience.

3. SHAPING YOUR CONTENT MARKETING STRATEGY

Trust me when I say, your marketing problem is really a brand problem. And the solution to your marketing woes is found in brand strategy. Especially if you’ve never strategized your brand before.

If you’re tired of chasing trends and changing gears every other week, this is your opportunity to reinforce your expertise through strategic content pillars. It’s about taking control of your brand’s narrative and shaping perceptions intentionally.

Through brand strategy, we focus your content marketing around a particular realm of expertise and unique selling propositions, giving your audience that confidence to take action. Not just with any business, but with your business.

But it goes deeper than just content pillars. Because the big picture lens that your brand strategy offers you changes how you show up, what you say, and why it matters. It’s a harmonious balance of educating where needed and giving your audience what they need to feel informed and confident in their decision.

4. LEADING FROM A PLACE OF PURPOSE

It’s easy in business to forget how to lead with our hearts. Your brand strategy—in particular a clearly defined brand vision and purpose—will help you stay aligned with the true heart of your brand.

Studies have shown that consumers are more drawn to brands that lead with a clear purpose. And yet, this is where many small businesses falter. They’ve neglected to deeply reflect on their why—the fundamental belief that guides their entire business. Without a clear purpose to anchor their actions, a business is easily swept up by the outside forces, losing their internal compass. This pulls focus to short-term tactics instead of the long-term strategies.

Hiring a brand strategist helps you identify your greater purpose. It bridges the gap between what you’re doing and why it matters to your audience. When you lead with purpose, you’ll always make choices that will move the business forward. And your ideal clients will follow.

5. DISTINCTION IN THE MARKET

The only way to truly stand out in the market is to offer something uniquely you. But that seems to be the hardest piece of the puzzle for every business owner. If this is your biggest hurdle as an entrepreneur, working with a brand strategist is step one.

Strategizing the competition adds real value to the way you’re able to distinguish your business from other businesses with similar offers. But doing this yourself is nearly impossible. And you already know this or you wouldn’t be reading this blog, would you?

One of the biggest advantages to hiring a brand strategist is the objective perspective you gain. We know how to read between the lines of what you’re saying and recognize where there are opportunities to be different in meaningful ways. This ties directly back to Positioning Your Business to Attract Clients.

6. GROWING IN THE DIRECTION YOU DESIRE

The last point I want to highlight is about where you’re headed. Your brand vision is less about how you look and all about where you aim to go. Let’s face it, all of the decisions and actions you take today are best done with a goal in mind. Forecasting your trajectory is part of the brand strategy process because it allows you to dream BIG, evolve authentically, and focus on your greater impact.

Hopefully by now you understand that brand strategy is largely about that big picture. And each one of the 30+ pages in your brand strategy guide contain the strategic building blocks that bring that picture into focus.

EXPECT THE UNEXPECTED

My client, Tara, is the owner of a few businesses. Before we were introduced, she’d never once considered brand strategy for any of her businesses. When her business coach suggested she hire a brand strategist to support her in planning her two new business ventures, Moderno and The Modern Hair Academy, she was hesitant. She didn’t know what brand strategy would really achieve.

Here’s what she said about her experience:

“As a long-time small business owner of multiple businesses, I had never worked with a brand strategist. I have to admit, when it was recommended that I hire a brand strategist for Moderno and the Hair Academy, I was a little overwhelmed and I had no idea what to expect. All I knew was that I wanted a logo that reflected my personality and would appeal to my audience. Today, I not only have a logo, but an entire brand strategy that resonates deep with my vision for Moderno. I can not thank you enough for your patience for walking me through this entire process and for providing me with an experience that far exceeded my expectations — not to mention was a lot of fun!”

I share this with you because maybe you’ve already experienced a lot of success with your business without brand strategy. It’s totally possible. But we all reach a turning point in our business, where the only leap forward relies on brand strategy. It requires you to understand the brand you’re inviting people to connect with and ultimately trust. Over and over again.

Your brand isn’t one thing. It’s complex. It’s multi-faceted. It’s the entire experience that surrounds your business and lives in your ideal client's mind.

It’s your vision and your voice.

It’s your values and your visuals.

It’s your purpose and your personality.

To continue to grow and evolve as a business, it takes really understanding how each piece of your brand is connected. When you hire a brand strategist, you’re investing in a process that reveals how all of the nuances of your brand come together to form something far more meaningful than the sum of its parts.

Curious to know how my brand strategy services will change the game for your service-based business? I invite you to book an intro call with me. If there’s one thing I love to do, it’s getting you jazzed about brand strategy and all the possibilities that await your business this year, next year, and every year after.

Pin This

Jenny Henderson Studio develops memorable brand experiences and strategic brand foundations to improve recognition and revenue for service-based small businesses.