How does FAUSETCO define brand strategy?

If you look up "brand strategy," you'll find a multitude of definitions from a multitude of different sources. FAUSETCO defines brand strategy as the process of choosing how your business presents itself. Your brand is essentially your appearance, and your appearance can be made better with strategy. Whether you want your appearance to be modern or adventurous, it's a process that each brand firm approaches differently.

My expertise is in communication, so my process is rooted in how people exchange messages and how they incorporate visuals to get their message across. Creating an adventurous brand means using colors and language that make people think, "adventure." It's a matter of choosing a color scheme and vocabulary that align with your specific goal. For instance, when I think modern, I think of simplistic typography with a classic color palette. I've mentioned this before, but FAUSETCO is meant to make people think "modern," so I use Arial for all of my typography and black and white for most of my materials.

Brand strategy is how you improve your business and product marketability. If you have a strong brand identity with attractive visuals and compelling messaging, you'll be more attractive to prospective customers. There are lots of brand firms that can help you improve your brand strategy, but the FAUSETCO approach is unique. It's flexible and grounded in academic research. From symbolic interactionism to semiotics, I use my knowledge of human communication principles to help business owners create an appearance that is visually appealing to other humans.