How to Create a Brand Strategy that Attracts your Ideal Clients
A clear, intentional brand strategy helps you attract your ideal clients — the ones who truly value your vision and expertise.
In this article, we’ll walk you through what’s included in a brand strategy for creative businesses, including simple exercises to help you define your brand values, mission and goals.
Why brand strategy matters
Your brand is how people perceive you. This is the emotional connection they feel with your work and what you stand for.
A strong brand strategy will help you:
Stand out in a crowded market
Attract clients who align with your aesthetic and values
Charge what you’re worth, because your value is clearly communicated
Build trust and loyalty over time
Step 1: Define your brand foundation
Before you jump into visuals or marketing, you need clarity on who you are and what you stand for.
Your why:
Why did you start your business?
What drives you to do this work every day?
Your values:
List 3-5 core values that guide your work.
Example: sustainability, craftsmanship, creativity, simplicity, human connection.
Your mission:
In one or two sentences, describe what you do and who you serve.
Example: “I create timeless interiors that nurture wellbeing for busy families.”
Take 15 minutes to jot these down. They will become the foundations of all your messaging.
Step 2: Identify your ideal client
Who do you really want to work with? The clearer you are, the easier it will be to tailor your brand and marketing.
Who are they? (age, lifestyle, profession)
What do they value? (quality, originality, sustainability)
What problems do they need you to solve?
How do they want to feel at the end of your project?
Look at your past favourite clients. What did they have in common?
Step 3: Craft your brand messaging
With your foundation and ideal client in mind, develop clear messaging that speaks directly to them.
Elevator pitch: A one-liner that sums up what you do and who it’s for.
Key messages: 3-5 main ideas you want people to associate with your brand.
Step 4: Design your visual identity
This is where your values and personality come to life visually through your logo, colours, typography and imagery.
Choose a colour palette that evokes the feelings you want clients to have.
Select fonts that match your aesthetic (elegant, bold, modern, classic).
Create a Pinterest board to explore mood and style.
Step 5: Map out your brand touchpoints
Every place your audience interacts with you should feel cohesive. This includes your website, portfolio, social media, proposals and even the way you write emails.
Does your website clearly state who you serve and what you offer?
Is your portfolio curated to attract the kind of projects you want more of?
Do your Instagram captions reflect your brand voice and values?
Final Note
Remember, your brand isn’t just how you look, it’s how you make people feel. When you take the time to clarify your values, understand your audience and communicate with purpose, you’ll naturally attract clients who value your work and will happily refer you to others.
Ready to elevate your brand?
If you’d like help developing your brand strategy and visual identity, we’d love to chat. At Studio Sulis, we specialise in branding for Interior Designers, Architects, Garden Designers and Photographers.
Book a call here!