Graphic Design · Advanced level

Advanced level · Module 1: Brand Identity Systems · Lesson 1 of 4

Brand Strategy

Ground design decisions in research and positioning.

In this lesson you will

  • Research the organisation, audience and competitors
  • Write a positioning statement

Key concepts

stakeholder interviewsaudience researchcompetitor auditpositioning

The lesson

Strategy starts with research: interviews with leaders, staff and customers; a review of competitors' identities; and the organisation's goals.

A positioning statement summarises who the brand serves, what it offers and why it is different.

Strategy guides every design choice and gives you reasons to present to the client.

Step by step

  1. Interview stakeholders.
  2. Audit five competitors.
  3. Summarise audience insights.
  4. Write the positioning statement.

Practice activity

Write the capstone brand strategy summary.

Expected result: A strategy summary with a clear positioning statement.

Check your understanding

  1. What does a positioning statement summarise?

    Show answer

    Who the brand serves, what it offers and why it is different.

  2. Why audit competitors?

    Show answer

    To find ways to be distinctive.

Taught live by an instructor — online or in person. Free course lessons are for self-study and do not lead to a certificate — see registration options.