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March 7, 2021

Hello… This is Susanna, and today, I’m really excited to teach you about the 3 things you need for a successful brand strategy. 

But first, what do you think is the most important part of a garden? 

The roots? The Soil? The Flowers? Where it’s located?

It’s kind of hard to separate them all, isn’t it?

  • Without good soil (or the right soil), the plants won’t grow.
  • If it’s too shady or sunny for a specific plant, it won’t grow. 
  • If it isn’t laid out properly, it won’t feel the way you want it to feel. 

So, to have healthy roots, you need the right soil. AND you also need the right plants for the soil and environment. 

In this metaphor, the brand is the roots. And the other 3 things (flowers, soil, and the layout/environment) are the rest of the brand.

So, watch the video or scroll below for how this relates to your brand and business.

And make sure to like this channel and video if you want to learn even more about how to connect with your ideal clients so that you can sell more! 

Brand Identity

This is the one we all think about when we think of branding – the Brand Identity.

  • Based on the gardening metaphor of this episode, the brand identity is kind of like the flowers.
  • The Logo
  • The Packaging
  • And Other Graphics

Makes sense, right?! No one gets that excited about roots. BUT flowers! Flowers can stop us in our tracks! 

Brand Experience

And like a garden, the brand experience is the practical application of your brand identity. It’s HOW people experience and connect with your brand.

This includes:

  • website and funnels
  • content marketing, social media
  • signature processes and products/services
  • customer service
  • how the products are consumed

And if you have a storefront, the brand experience would also include the layout, design, floor staff, and scent.

Brand Positioning

If your overall brand is the roots, the experience is the actual garden, and the flowers are the brand identity, then the brand positioning is everything else. 

> The weather, the soil, and the amount of sun and shade. 

In biz-speak, this is the target market, niche, and brand personality. 

So… the lesson is this:

Your brand positioning is right at the root of your brand. Without this sorted out, it’s hard to do everything else well. 

And if this IS sorted out and the rest of it isn’t in alignment – that’s when growth tends to be harder, or you’re at greater risk if there’s a market shift. 

If you want some help getting these things sorted out, let’s talk! My “Power Persona” and “Avatar Anthem” sessions take place over just 3 sessions, and we can figure it out together.

AND – make sure you come back next week too. I’m going to be talking about Brand Story and how you can tell yours – without giving a bullet form rundown of your whole life.

So if you want to know more about that, make sure to like this channel so that you get your weekly dose of _________.

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About the author

Hi there! I can help you put yourself out there by helping you design a website that is rooted in a strong online marketing strategy. I have spent 15 years helping solopreneurs and small brands connect-the-dots, tame the "idea-tornado", and alleviate the tech-overwhelm that holds them back.

Susanna Miles

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