Creating an atypical Brand Strategy process

Joana Vieira
6 min readJul 25, 2020
Follow the full process on Instagram (@craycrayowl)

How things came to be

I’ve been learning about Brand Strategy for the last 4 years, practicing it for the last 2, and it hasn’t always been an easy-peasy process…

When I learn about a subject for a long time, I tend to eventually need a moment to put my thoughts in order. Every expert on the subject has its own views and, while I study their methods and accumulate information from all over the place, eventually and somehow, everything gets tangled up together without me even noticing it.

The path on the map

I forget where I learned one specific thing, I know that I can use 3 or 4 different approaches to a problem, but it’s hard to evaluate which one is the best to use at that moment, and so on. That’s when I start getting nervous and insecure about myself. 😣

All of this uncertainty and possible variations can be overwhelming when you start practicing a subject without a specific method that you’re comfortable with and you know you can control. It builds up anxiety, it brings down the confidence that you have in your knowledge, know-how, and even capability to do anything well. I don’t think it makes much sense to work like that, and I don’t think I’m able to properly help someone while having those feelings.

Some people might consider “certainty” the death of creativity, but I think it’s liberating when it comes to a method. A process, the confidence that you can dominate it, and the predictability of the next step are agents to release us from anxiety, and consequently, create the mental space for creativity to run loose. That way, you are able to follow the steps and work smoothly ahead and, as you build up your confidence, you might try to bend it at your will and adapt it to better fit your needs.

I know there’s a lot of people that consider themselves more creative under pressure and unsureness, and that’s ok as well! 🤷‍♀ ️I just don't think that’s 100% healthy for me and that’s why I decided to make my own Brand Strategy process. 🌈

I’m not innovating, creating something new, or groundbreaking. Who am I to do that, really. I only wanted to eliminate anxiety and bring some sense of security by making a process that I can fully understand, control, transmit, and hopefully, create that same experience and feeling to anyone that might want to adopt it. So, instead of breaking already broken ground, I focused on bringing transparency and accessibility to a process. Not only for me but for everyone.

Follow the full process on Instagram (@craycrayowl)

The Blue Bird’s Way

A story

Behind every business and client, there’s a human being and humans are known for their loooooove for storytelling and characters. I love them too! Storytelling makes us relate and remember things and that’s crucial to the understanding of something new. That’s why there’s an 🎶Over the Rainbow analogy a bit like an easter egg since it’s not that evident, but it still helped me create a character and a concept and go beyond a wall of text filled with phases, steps, tools, and topics.

A map

Considering the fact that a process does have phases, steps, tools, topics, and so on, I decided to illustrate that evolution with a map that will take you through a journey. With that, the experience becomes a bit more physical, like you're navigating the map as you navigate the world. Observing what’s around you, making turns and loops, feeling that you’re actually moving from where you’re standing now, to where you’ll stand next. 😊 (Eventually, this map might become a bit like a board game… but that’s something for another time…)

The words

The Brand Strategy process is filled with jargon and I wondered if I really needed to write in “code”. I can only rely on my own experience and my gut feeling, but I decided to exclude most jargon from my process. Instead of using technical expressions and keep the formality, I contextualized the names with the concept that I created. With it, I hope to bring a more logical sequence and help you localize yourself in the process just by assumption. At the same time, you’ll still be able to find some jargon.🧐 I’m not inventing the wheel, so it wouldn’t make much sense to call something new to a tool that already exists and has a name. If I did that, you wouldn’t be able to Google it and get further information about it.

By hand

When I decided to create this process, I could only imagine it being handmade. I knew that by making that decision I would be taking the long road, but drawing words and little birds with a pencil, even if it’s an electronic one and with the help of Procreate, makes everything so much more personal, imperfect, and special. 🖌 💗 It’s very time-consuming but it can be therapeutic. It takes so much more time to do it this way but I believe it adds value so embraced it. You might not see it here, by go check my Instagram account (@craycrayowl 👈). All the hand made stuff is there!

For you

When I create something for me, I want to make it available for anyone that might benefit from it. But beyond making it available, I want to make it accessible. The way I see it, and in this particular situation, that means turning something that can be difficult, long, expensive, full of jargon, and seemingly unsolvable puzzles, into a clear process that it’s easy to understand, use, follow, adapt and remember. I’m not sure I achieve all of that but it’s certainly my goal and that’s what I’m trying to reach with each decision I’m making.

The Blue Bird’s Way
Creating an atypical Brand Strategy process 📍

A. Getting to Know Myself
A1. First Steps
A2. My Feet and Wings
A3. Opening the Gates

— SOON —
B. Learning By Watching
C. Paving the Way — Shaping My Own Path
D. Paving the Way — A Brand’s Blue Feathers
E. Taking Off

Next Step:

A. Introduction

Thank you so much for reading!
Give it a clap if you think there’s some value here for you

⭐️ To keep track of the full process and have a different experience full of carousels, birdies, and handwritten letters 🥰, follow me on Instagram — (@craycrayowl 👈).

One last thing…

When you buy a worksheet, you are supporting my work 💕 , but if you can’t, share it with your friends, the company that you’re working for, or a cousin that is building a business. 😊

Please know that all love and support is greatly appreciated! Thank you 💖🙏
Be happy and stay well!