“The Kendell Burton Project” & the elements of brand strategy
All great brands live and die by communication.
And as for me – after nearly a decade as a creative strategist, branding specialist & designer for Fortune 500 brands, numerous industries and award-winning marketing campaigns…
…it was time to put on the client hat and get to working on my own.
My goal? The same as always…to stand out from the crowd. I needed a brand that would communicate my business’ distinct identity.
At its core, brand strategy is the combination of two types of communication: internal and external. When it came to
my internal strategy, I was good to go. My values, mission, target audience, differentiator – what makes me, me – that was already decided and in place.
My external strategy is what needed extra attention, but after dedicated research and planning, making the right choices was easy.
– The messaging style I crafted to demonstrate my character and match my personality: friendly, quirky & endlessly curious…
– My own name at the front and center – not the most original idea, but hey, some old formulas just work…
– My logo symbolising the very foundations of design – simple, clearly-defined shapes – as a key aspect of my visual expression…
– …all of this (and more), brought together uniquely for a versatile look and visual reputation built to last.
Branding myself was just as fun as I thought it’d be.
And with clients, peers and even strangers congratulating me on my ‘refreshing’ and ‘polished’ look, plus an ever-
growing portfolio of successful client projects…
…I can happily say I did myself a great job.