That Branding Coach Blog

From one-click surveys to marvellous storytelling—building a brand people remember and trust isn't magic. It comes down to three critical pillars: clarity in strategy, consistency in experience, and measurement through feedback. Let’s dive into how you can build a brand that actually grows.

1. What Is Brand Strategy—and Why You Can’t Skip It

Think of brand strategy as your North Star—the guide that ensures every decision you make moves your business closer to meaningful impact.

• A winning brand strategy helps you:
• Define why you exist (beyond profit)
• Show who you help and how — succinctly and with purpose
• Stand out in a crowded market through messaging that resonates and position that sticks
• Make informed strategic choices—this or nothing else.

Without a clear roadmap, brands drift—and that’s what keeps small business owners stuck in business limbo.

2. Why Brand Experience (BX) Matters

Brand experience is the emotional footprint your audience carries long after they leave your website, scroll past your post, or finish reading an email.

Every touchpoint counts—your visuals, tone, offers, customer support—and frankly, your brand doesn’t live in your head: it lives in theirs. Your customers decide what your brand feels like to them, not you.

So if your visual identity is strong but your emails feel robotic—or you talk visuals but your posts lack substance—you're creating confusion, not connection.

3. How to Combine Strategy + Experience Into One Brand

Great brands bring strategy and experience together so seamlessly that people don’t just notice—they feel and remember.

Some of the best practices to follow include:

Consistency: Bring cohesion to voice, visuals, delivery and emotional appeal across every channel

Purpose: Share values and stories so people can emotionally connect—not just transact.

Omnichannel thinking: Align your touchpoints whether online, offline, reviews, emails, or advertising

Qualtrics

Repeat & reinforce: Brand awareness isn’t built by accident—it’s built by repetition and trust.

4. Make It Data-Driven with Brand Research & Tracking

Guesswork is your enemy. Insight is your ally.

Conduct brand research via surveys, social listening, or feedback to understand what people actually think of you.

Translate that into improvements via brand tracking—keeping an ongoing pulse on brand sentiment, awareness and loyalty

Use this data to refine your brand messaging, positioning and customer journeys—smart brands adapt based on what really works.

Putting It All Together: A Mini Brand Blueprint for Small Business

Step 1

What to Do:

Start with strategy: define purpose, audience, positioning

Why It Matters:

Creates clarity and direction

Step 2

What to Do:

Audit your experience: website, socials, emails, touchpoints

Why It Matters:

Ensures consistency and emotional alignment

Step 3

What to Do:

Gather brand feedback: surveys, comments, social reviews

Why It Matters:

Highlights what’s working and what’s missing

Step 4

What to Do:

Monitor and refine: build your brand over time with data

Why It Matters:

Keeps your message fresh and effective

When strategy and experience are in sync—and you listen to real feedback—you build a brand that not only grows but lasts.

Ready to build your strategy-first brand?

At That Branding Coach, I help business owners like you define a clear brand strategy, audit your experience touchpoints, and use feedback to grow with confidence and clarity.

Grab the FREE Core Brand Identity Checklist now—then book a 30‑minute consult to map out your next steps.