man writing outdoor brand strategy on whiteboard

Step 1: Brand Strategy

What is Brand Strategy?

Brand Strategy is not just the name of the company or the products they sell. Instead, it is what gives a company or product a soul, personality, and an advantage over their competition.

Outdoor Brand Strategy

Brand Positioning

Positioning is the heart of a brand. It defines what a brand is, its benefits and competitive advantages, and what it means to the target market.

It establishes an emotional connection with your customers. It’s how you want your company to be perceived in their minds and among competitors.

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Outdoor Brand Strategy

Customer and Revenue Segmentation​

Segmentation is a powerful tool for discovering customer needs and potential for growth.
By examining the behaviors, motivations, and frustrations of specific groups within a target market, we can identify unfulfilled needs and turn them into competitive advantages.

Outdoor Brand Strategy

User Profiles and Journeys​

We apply our findings from customer segmentation to user profiles that represent a brand’s target markets, then map out scenarios in which those users might interact with a brand.

Defining interactions helps us predict pain points and provides insight into functionality and user behavior.

Outdoor Brand Strategy

Brand Attributes

Brand attributes are characteristics that describe the intrinsic and extrinsic qualities of a brand. They reveal its personality, functionality, and physical traits through imagery, language, actions, and assumptions. 

Attributes are what allow us to identify brands.

Outdoor Brand Strategy

Competitive Audit

A thorough competitive analysis is critical for any emerging or evolving business.

This process identifies the strengths and weaknesses in a brand’s competitive landscape, allowing your company to better understand the market, target customers more effectively, and make intelligent decisions about how to grow your brand.

Proceed to Step 2