The StudioLR field guide to brand strategy
Deadlines are always tight. Production’s always a last-minute dash. There’s always someone breathing down someone’s neck for more, more, more, faster, faster, faster. So it feels a little counterproductive – even insulting! – to suggest composure as the answer. The taking of time.
But, when it comes to developing razor-sharp strategy, a little patience goes a long way. It’s not a sprint. It’s not even a marathon – it’s more like a long weekend spent birdwatching in the bushes.
So, consider this your field guide. Six top tips to get your brand strategy off the ground. Pop it in your pocket as you wander into the wild woods of brand strategy.
1. Start close to home
You don’t have to go on safari to enjoy some wildlife – start in your own back garden!
Ask around friends and relatives casually. See what the consensus is among those you know and/or trust. It’s not data you can share, but it does give you a sniff of the smoke before you find the fire. You want to go into your strategy sessions not with your own assumptions, but with a selection of other people’s. Get your ducks in a row and you’ll be off to a flying start.
2. Study the field
Get a sense of your new environment before you’re in it – acclimatisation is key!
Digest as much info as you can before you enter the woods. Brainstorms, workshops, even casual conversations – they’ll all benefit from advanced research. Make sure you know your Perplexing Scrubwrens from your Monotonous Larks. Be up on industry and audience trends, competitors, company history, and anything else that feels like it could give you a more informed understanding of the situation.
3. Take things slow
Your instincts might tell you to burst into the clearing, but blending in is best – become one with the foliage!
Don’t expect fireworks. Be aware of your surroundings. Bed in. Surround yourself with the appropriate tools and get in position – now you’re ready to receive information, rather than transmit it. Sometimes you have to let what you seek come to you. Build your fancy nest and prepare your ritual dance for when you’re spotted – don’t be a dodo!
4. Good optics
Sometimes you can’t see the wood for the trees. Just breathe and concentrate – patience and perseverance will flush out any quarry!
The whole point of good strategy is focus. Acting deliberately. Having your sights in line and putting things in motion with intent. Bringing everything down to a singular, sharp idea designed to really cut through. This laser-focus is how you unite your team into considering the brand in one way, acting as one with a shared purpose – birds of a feather, flocking together.
5. Listen out
Sometimes, in the closeness of the wilderness, only your ears can discern fact from fiction – keep both open at all times!
If you go in there expecting to see a grouse, a peacock might pass you by. By being open to hearing something new, something unexpected, you’ll draw ever-nearer to the elusive golden nugget of insight you seek. When you’re talking internally, it’s good to collect opinions from every branch of the tree. Don’t just climb up to the CEO – there’s every chance they have a different perspective to those on the ground.
6. Take notes
It's helpful to note things down in a notebook soon after you see them. Don’t be frightened by the detail initially – it pays to familiarise yourself with the terminology!
When you’re gathering info, you can’t be certain which bits will be most useful later. You’ll have many thoughts, but knowing which to discard and which to keep is a trait you have to learn the hard way. Your notes are your way back – the breadcrumb trail leading you home with an armful of insight. Take detailed notes and, if you’re working with others, make sure you collate and investigate – your half-notes and their half-notes on a specific thing could put bring it all into full view. With your perspectives merged, you might realise you’ve just encountered a rare and beautiful bird of paradise.
So fill a flask, find a quiet perch, and prepare to glimpse a rare insight or two. Good luck!