I help companies help themselves. Brand strategy isn’t a tool. It’s an organizing principle for tools. The thing about brand strategy is, if you don’t believe it and follow it, it’s worthless. If you don’t enculturate it into the company to truly drive innovation, experience and customer facing communications, you’re not in compliance. Effectively you are driving the car with no destination. Or a destination of “make more money.”
I see lots of consultants on Twitter who start their profile descriptions saying “I help companies optimize their quack quack quack…” Brand strategy puts the keys in the company hands, not the consultant’s. Stakeholders who understand this are the ones who succeed.
When you sign up for a new website or app you have to read and acknowledge the disclaimer. As a business practice, I should have customers sign a disclaimer statement that they will actively comply with the principles of the brand strategy.
Hmm. I like it.