Left brain + Right brain = Strategy
In the world of design, and branding specifically, 'strategy' is starting to become a buzzword thrown around like confetti to appraise the value of a service. While there is a lot to hate about something being used so carelessly and recklessly, it's not very wise to hate on the thing aka strategy itself.
As a brand designer, strategy is something that's inherently part of the process. Without it, any outcome- logo, packaging, or social media content would be art and not design outcomes. Strategy is what gives these outcomes meaning and makes them a medium to provide value and continue to bring results.
So, what is strategy then?
Simply, it's creative problem-solving.
Strategy is the product of engaging your left & right brain. It
Strategy is essentially a long-term solution framework to your existing and potential problems.
A successful strategy-
- Is based on your existing position
- Is created to achieve future goals
- Is Centred around problem-solving
- Removes the guesswork from everyday tasks
- Creates systems
Strategy is an essential for every successful outcome. When you make a to-do list and rank your tasks by priority, you're creating a strategy for your day. When an architect creates a plan for their next building, they're creating a strategy. When you're making a meal plan for your week, you're creating a strategy for healthy eating.
Similarly, when you're stopping to think about your brand's purpose, personality, audience, and competition, you're creating a strategy for a dynamic brand that stands the test of time and works itself. ⚡️