Hi Reader,
For the first time since I started my business, this December hasn’t been a hell-for-leather race to the finish, and I’m loving it.
Things are busy, but there’s room to slow down and enjoy the season.
And yet, even as I start making my Christmas holiday bucket list, I’m also thinking ahead to next year.
I always reserve the first week of January for planning and goal setting. I know a lot of business owners do it earlier (like, now!!), but I prefer to come to it when I’m rested instead of exhausted.
But that doesn’t mean I’m not thinking about it. I’ve got ideas for my yearly theme percolating, and I’m pretty clear already on the big things I want to get done next year.
For me, these slower weeks are critical strategy weeks. Not because I’m planning everything out, but because there’s final room to think and let my ideas breathe.
And it’s important — really important — to let your ideas breathe.
So in that vein, today I thought I’d share a few brand strategy questions to let percolate at the back of your mind in the coming weeks.
I’ve broken them out into my three Elevated Brand Ecosystem pillars:
- Envision where you’re going
- Articulate what matters
- Craft a cohesive experience
Think of these questions as a mini-audit for your brand.
You might be really clear on some and less clear on others. That’s fine! Pick one or two from each pillar and focus on those. And pay attention to the gaps — they’re a good indicator of the areas that may need attention.
Pillar I: ENVISION (Strategy & Positioning)
This is all about defining your future and clarifying your brand’s heart (vision, values) and positioning (audience and competitors).
- Think about your favourite and least-favourite projects from this year. What made you think, "more of this please" OR "I don’t want to do that again”? What does that tell you about where you’d like to take your business in 2026?
- When your ideal clients hire you, what problem are they really trying to solve? Has that shifted in the past year? And if so, does your positioning still speak to that need?
- If you could only offer one service five years from now, what would it be? How aligned is that with what you’re doing now?
Pillar II: ARTICULATE (Messaging & Creative Direction)
Here’s where we translate the complexity of what you do into a clear, consistent message and creative direction that builds authority and connects with your audience.
- How confident do you feel explaining the value of what you do? If it’s a struggle, can you pinpoint why this feels so challenging?
- Has AI changed the way you communicate and market your brand this year? Is the messaging it suggests aligned with the way you naturally express yourself and talk about your work?
- Do your messages and/or your visuals reflect who you are as a brand now vs a year or two ago? Are they ready for showtime as you step into next year?
- Do your words and visuals feel aligned? Are they working together to create the right perception of your brand with your audience?
Pillar III: CRAFT (Implementation)
This is about turning your strategy into tactics and assets that reflect your expertise. Copy, design, and marketing systems all fit here.
- If you had to put together a high-stakes pitch deck or proposal for an ideal client tomorrow, would you be able to pull together the necessary photos, design assets, and copy?
- How well is your website supporting your brand goals at the moment? Are there any gaps or changes you’d like to address to make it work better in 2026?
- Aside from your website, what is the single most important piece of client-facing collateral you use right now (e.g., your pricing guide, an email template, a brochure)? Are you happy with how it’s performing?
- How long does it take you to create or approve a new social media post, email newsletter, or other marketing asset? If there’s a bottleneck — does that come from a lack of clarity, a lack of time, or something else?
If this exercise shakes loose a few things that you’d like to take action on before the new year picks up speed, I have two Brand Retreat Days still available in January. Get yours on the calendar now and we can spend a day together while the new year is fresh to set you up for success!
That’s all for this week. I’d love to hear if this was helpful! Which question caught your eye and made you go 🤔?
Have the best weekend,
Kristen
Need 1:1 support? Here are a few ways we can work together:
Get clear: Download the free Brand Alignment Scorecard to see what's working in your brand, what isn't, and where to focus next.
Get focused: Book a Brand Strategy Session to work through a specific branding challenge or question.
Get stuff done: A Brand Retreat Day gives us focused time to tackle your biggest brand priority — messaging, positioning, creative direction, or whatever will move the needle most.
Go deep: The Brand Blueprint is my signature process for established service providers who need a comprehensive brand strategy that positions them for their next stage of growth.