It’s a process that articulates the North Star of a business, organization, system or a personal brand.
Because brand strategy is about the purpose of the business, there are only a few occasions when we need the work, such as: the beginning stage of a business, the change of the ownership, or rebrand after 20 years, etc. etc.
Once we articulate the direction, both the business development and the marketing department would have the guidelines for messaging and campaigns. So are the business decisions.
This alignment is the outcome of an effective strategy.
We see confusions between brand strategy versus copy strategy or general marketing strategy as if they are interchangeable. But they are not. They are different strategies, and the former leads and defines the latter.
Often when a brand strategy hasn’t been internalized deep enough, we might find the messaging appear to be mediocre and less resonating to the audiences.
Just like creating an art or write a book, internalization is a crucial part of a remarkable strategy. And the best work often is the result of connection and collaboration between the strategists and the leadership team.
