Start Your Brand Strategy Journey
Brand Strategy 101 >
Start Here >
Start Your Brand Strategy Journey
Share via
Welcome to BrandWerks.
My name is Adam Charlton, and I started BrandWerks as a resource purely focused on the practice of brand strategy and simplifying the process.
I started my career in Hong Kong, and founded my own branding agency, BrandCraft, in 2013. Alongside my team, we created BrandWerks in 2021.
Today, BrandCraft works on branding and design projects for some of the world’s most recognisable organisations and also with founders on brand identities for new companies. We work with clients of all sizes and stages in their development, across a huge variety of industries.
Following a critical and strategic approach to brand strategy transformed our approach to branding and our agency business. We believe our approach can help other branding agencies and design professionals level up their design business.
We started BrandWerks to help designers and studios level up their branding engagements by providing resources and customizable, step-by-step actionable tools, founded in a commercial approach.
What is Brand Strategy?
A brand strategy is a long-term plan for how an organisation will build and grow its brand. Brand strategy is a roadmap for how a company will differentiate and position itself in the market and how it will communicate its purpose to its target audience.
The function of brand strategy is to uncover and communicate an organisation’s core purpose. To reach a unique and compelling purpose, the brand strategy process is a pragmatic approach, designed to help the organisation reveal its vision, core values, market differentiation, personality and mission statement.
A compelling brand strategy helps the organisation communicate their purpose to the market in order to build brand equity and market share. A strong brand strategy is the authentic, contextual, goal-oriented, and actionable plan, and acts as a foundation and design brief for the branding process.
Who is BrandWerks For?
BrandWerks was created for both design practitioners and internal teams. All of our tools are customisable and so are perfect for use by agencies, designers and brand strategists.
Our resources:
Start Here — Get started with our brand strategy fundamentals
Core Framework — Master the BrandWerks approach
Brand Building Process — How we work with clients on branding projects
Business of Brand Strategy — Level up your branding practice
Key Benefits of Brand Strategy
A brand strategy helps an organization’s brand in a variety of ways. A brand strategy helps create a sustainable, future-proof brand, that has clear core values, messaging, tone of voice, brand promise, and mission.
Brand strategy helps to analyze and take advantage of market opportunities.
A strong, clear strategy helps the organizations align on a shared vision and goals, clarifies the organization's core values and differentiates the company as purpose-driven.
A differentiated brand defines a distinct visual identity and tone of voice that resonates honestly with its target audience.
Brand strategy helps define and communicate the brand’s promise and mission statement to its customers.
A brand strategy helps the internal team align with agencies and designers with a shared vision for the visual and verbal direction of the brand. Brand strategy helps empower the client, whilst also guiding the whole branding/ rebranding process.
The BrandWerks Framework
We developed our strategic framework after years of working with clients through branding and rebranding projects. We’ve worked with a vast array of clients from all industries, each time iterating and updating our framework and tools.
The brand strategy framework we share in our BrandWerks resources and tools are the exact same frameworks and templates we use on each and every branding project in our branding agency, BrandCraft.
Our framework covers areas including Brand Audit, Brand DNA, Positioning, Vision, Core Values, Brand Personality, and brings all of these together into the Mission Statement. We have developed unique tools that are throughout the framework.
Whether we're rebranding an existing organisation or building a brand from the ground up, our approach remains the same. Learn more about our brand strategy framework.
Our Tools & Templates
Thank you for your interest in BrandWerks. We sincerely hope you find our articles helpful in your brand strategy journey!
Learn more about our tools:
Other Posts in Brand Strategy 101, Start Here —
About the author, Adam —
Adam is the founder of BrandCraft, a branding and design agency.
On top of our client-facing projects, our small team developed BrandWerks where we create brand strategy tools and templates to help you master brand strategy and the business of design.
Our actionable tools are fully editable and founded in a commercial approach that guides your clients through the brand strategy process.
Learn more —
BrandCraft ➝
Brand Strategy Tools & Templates ➝