Summer Strategy Series 3.0 Issue #7: The Wrapup

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Photo by Angela Knox, The Divine Group

Quick reminder that you're reading issue four of the third annual Summer Strategy Series where we walk through my whole brand strategy process. Catch up on issue one here, issue two here, issue three here, issue four here, issue five here, and issue six here.

After six issues, you now have the five essential elements of an effective brand strategy:

• Core identity

• Ideal client

• Positioning

• Messaging

• Personality

So... what now?

It’s one thing to know what goes into a brand strategy and another to actually put one together for your business. It can feel daunting.

I mean, what if you get it “wrong”?

Psst…I’m going to let you in on a little secret.

It’s very likely that something will need to be changed with your brand strategy. And by very likely, I mean damn near guaranteed.

To think we will create something that is 100% complete, and will not change, no matter what, is unrealistic.

Making adjustments, updates, and pivots from your original strategy means you’re using it, learning from it, and getting better at connecting with your right audience.

Because after nearly ten years of entrepreneurship, here’s what I know to be true: Brand clarity comes from action.

The whole point of creating a brand strategy is for you to have a solid foundation to build upon as you move forward in your business journey. Not a stagnant plan that can’t change, but a fluid plan that can adjust, based on what you learn.

Think about your brand strategy as a working document, rather than one that’s finalized and set-in-stone.

Yes and, getting started can still feel daunting. Here’s five steps to make it a little easier.

Step 1: Consolidate Gather everything you’ve created over the past six issues into one accessible document. Don’t worry about making it pretty just yet - instead, focus on getting it all in one place where you can see the full picture of your brand strategy.

Step 2: Test Your Assumptions Before you start implementing, validate your strategy with real people. Reach out to 3-5 past clients or potential clients and ask specific questions:

• When I describe my ideal client as [description], does that sound like someone you know?

• How would you explain what makes my approach different from others in [your category/space]?

• What words would you use to describe the experience of working with me?

The goal isn’t to get validation that you’re right, but to understand how your strategy translates in the real world.

Step 3: Create Your Brand Strategy Guide Compile your research and strategy work into a reference document you’ll actually use. Include all the main points from each of the five strategy elements. Think of it as your brand’s operating manual.

Step 4: Start Small, Stay Consistent Begin implementing your strategy in low-stakes ways. Update your social media bio, revise your website’s About page, or adjust how you introduce yourself at networking events. Use your brand strategy to make these decisions intentionally rather than on impulse.

Step 5: Monitor and Adjust Pay attention to how the assumptions you made in your brand strategy perform in practice. Because you have a better understanding of your ideal client, are discovery calls feeling more aligned? Because you have a core message and positioning clarity, is your content easier to create? Yes, putting your strategy into action matters, but it also matters to pay attention to what’s happening, so you can make adjustments as needed.

There’s something I’ve been thinking about a lot over the last few weeks, months... okay years. It’s the question that I’ve been sitting with since I fell in love with brand strategy nearly eight years ago: Why does brand strategy matter for us as small, service-based business owners?

Multi-million or billion-dollar companies? Sure, I can make the argument that they need to have a strategy in place because there’s hundreds, if not thousands, of people that need direction.

But what about the solopreneur? Or the person with a handful of contractors on their team, and no desire to grow larger than that?

Why should you care, or even take the time to create, a brand strategy for your business?

Let’s circle back to the entire purpose of having one in the first place. Not what it is (hint: your roadmap for consistent and cohesive communication.) But why it’s needed. Can’t you just keep going on your merry way without being clear on those five brand strategy elements that we’ve been talking through all summer?

As service-based business owners, we thrive on being connected to our audience. It’s how they build a relationship with us, and eventually trust us enough to hire us. We’re not a product that relies on quantity. We’re not a large corporation that has significant brand awareness. And we’re likely not a necessity like insurance or phone service.

We’re service-based business owners that are sharing our expertise with other humans, to better their life. It’s 100% reliant on relationships.

But the thing is, there’s no client relationship without connection. And there’s no connection without trust. And there’s no trust if we don’t understand how to talk about our work to the right people, in the right way.

And “right” is subjective. My right client is not yours. The right way I talk to my potential clients is not the right way you talk to yours. My right positioning and message is not your right positioning and message.

The possibilities of what we can say and to whom is literally endless. Because of this, it’s easy to try one option here, and another there, and yet another over there. Resulting in an inconsistent experience that is often paired with confusion.

And confusion ≠ connection.

What’s the difference between trying one, two, or three different options, and putting a brand strategy to work and testing if it is supportive?

Intention.

When I see business owners just throwing spaghetti at the wall, there is absolutely no intention behind their choices. They have no hypothesis or hunch or intuitive instinct about why they are doing what they’re doing. It often looks like, “I’m not getting clients coming to me, so I’m going to change up my message on my website and talk about something new on social media.”

The problem with that choice is the lack of foundation. When you don’t have a starting point, you pivot without any real data to draw from. You’re blindly choosing a new path, without knowing why.

But when you have a brand strategy in place, it gives you a starting point for making changes.

You have a reference point to ask questions like:

• I thought my ideal client’s version of success was XYZ, but everyone is talking about ABC. What do I need to change in my messaging to align to what I’m hearing?

• I’m positioning my offering as the alternative to X, but potential clients are saying I fit better in this category. Is this true and I need to change, or do I need to try a new message to better communicate where I belong?

• I believe Z to be true about my work, but it doesn’t seem to be landing with my conversations. How can I change what I am saying to get that across?

You still may be trying different tactics and taking different actions, but the difference is that you’re intentionally making the choice, rather than flippantly changing because you’re not sure what to do.

If you’re intrigued by this process and would like to dig in further, I am taking on client work - I have two slots open for the remainder of 2026. I would love the opportunity to support you, or even just have a conversation if you’re curious about brand strategy work, or wanting to go through the entire brand strategy and design process. Click here to learn more about my services and book a discovery call.

With that, happy branding :) And we’ll see you back here on September 3!

— Kelly

PS. Like this newsletter and want more? Let’s work together! Click here explore my brand services.