Get the upper hand
Brand Strategy Foundations
A self-paced brand strategy toolkit to help you build clarity before design.
Build a strong, considered brand by starting where it actually matters – the thinking.
Brand Strategy Foundations introduces you to our Upper Hand Brand framework, the same strategic approach we use in-studio to help businesses stand out, connect and grow.
WHY STRATEGY FIRST?
Most people with a new business idea are itching to get started. They want customers through the door, visibility online, and something that looks legit – fast.
So they jump straight to a logo.
What often gets missed is a vital step: brand strategy. This is where clarity happens. It’s what shapes how your brand shows up, who it speaks to, and why it exists in the first place.
Without it, even the best-looking brands struggle to stand out.
Introducing The Upper Hand Brand Framework.
Where MOST People
Start Their Brand
Most businesses start in the form stage – a logo, colours, a website – without realising they’ve skipped the most important layer: foundation.
Upper Hand Brand flips that approach.
It’s a simple, structured framework that helps you build your brand from the ground up:
Foundation – strategy, clarity and direction.
Form – visual identity and design.
Function – how your brand shows up and performs in the real world.
Brand Strategy Foundations focuses entirely on the foundation layer, because that’s what gives your brand the upper hand.
What this toolkit is (and isn't)
Upper Hand Brand is designed to give you exactly that – the upper hand.
We created this toolkit for budget-conscious business owners who know their brand matters, but want the confidence and clarity to get the strategy right before jumping into design.
While we’d love to take over and design everything for you, this is about empowering you to do the thinking yourself – defining what you stand for, who you’re for, and why you’re different – so when the time comes to design, you’re building on something solid, not starting from scratch.
What you'll work through
Inside Brand Strategy Foundations, you’ll be guided through:
- Conducting a thorough investigation online into your competition
- Discovering the ‘one thing’ you want to be known for
- Creating connection with your audience through emotional insights
- Defining your purpose, vision, mission and values
You’ll work through four guided workbooks, supported by short explainer videos and practical exercises, at your own pace.
Most people complete the toolkit over a weekend.
FAQ
Of course, technically you can jump ahead to creating your logo – but by starting here you’ll be doing what most start-ups fall into the trap of doing. We are big believers of “less is more” – so we wouldn’t have developed this short course if we didn’t believe that it would help you create a brand that genuinely gives you the upper hand.
Yes! If you’ve realised that your brand isn’t working for you, or you’re wanting to take it in a new direction, but you’re not ready to spend thousands of dollars – this course is for you.
Ultimately – money. If you are just starting out, in the early years of business or simply needing a more budget-friendly way of overhauling your brand – Brand Strategy Bootcamp will save you thousands of dollars. Together, we have been working with business owners for 15 years and we wanted everyone to have the same opportunity to have a strategic brand that they’re proud of.
We estimate that it can be completed in about 10 hours, but this will also depend on your business and how much detail you want to include while working your way through each step. We can safely say that you’ll be able to get it done over the course of one weekend though (and even have plenty of snack or coffee breaks too).
Yes! Establishing a refined and sophisticated brand identity communicates credibility and proficiency to potential clients, leading to a greater willingness on their part to invest in your offerings at a premium price.
In this course, we’ll guide you through honing in on a specialised market and effectively conveying your unique value to them. These are essential components for positioning yourself to command a premium fee.
Absolutely! We have tailored our examples throughout the course to Health and Wellness, however, all the fundamentals are 100% the same no matter what industry you’re in. You will still walk away with a stand-out brand strategy.
We wanted to give budget-conscious business owners the confidence (and skills) to give boring brands the finger.
and here's how
