Brand Strategy

Brand Strategy sets the direction for how your business shows up in the market. It defines who you are, who you serve, and why customers should choose you over alternatives.

It anchors the Identity phase of The ICON Method™ and informs Communication, Optimization, and Navigation so every channel tells the same story.

What this service solves

• Unclear positioning in a crowded category.
• Mixed or reactive messaging across channels.
• Teams telling different versions of the brand story.
• Difficulty explaining what you do and who you serve.
• Marketing activity without a clear strategic anchor.

What’s included

• Brand purpose, vision, and values.
• Competitive and category landscape review.
• Positioning statement and brand promise.
• Core value pillars and proof points.
• Strategic recommendations and next steps.

How it supports The ICON Method

Brand Strategy sits at the heart of the Identity phase of The ICON Method™ and informs every decision in Communication, Optimization, and Navigation.

• Identity: Define who you are and how you compete.
• Communication: Turn strategy into clear, usable messaging.
• Optimization: Apply your strategy to web, content, and funnels.
• Navigation: Measure impact and refine as the market shifts.

Typical timeline

About 2–3 weeks, depending on stakeholder availability and number of workshops.

Who this is for

• Founders and leaders preparing for a rebrand or repositioning.
• Growing teams who need a shared strategic foundation.
• Brands entering a new market, product line, or audience segment.