Brand strategies are first and foremost internal documents. Ninety percent of marketers think they are external; ideas to be foisted upon the consuming public. That’s called advertising.
Brand strategy comes way before advertising. It’s an organizing principle for product, experience and messaging. It needs to be sold in at the top levels of a company and enculturated through to the lowest levels of the company. When so handled there are few things more powerful in the land of marketing.
I’ve written before that one of my regrets has been the inability to sell brand strategy throughout the client company. If the strategy is sold only on the executive floor, but doesn’t make it down the elevator, it is less likely to provide the shareholder/stakeholder/business value it needs to.
The heavy lifting of adopting a brand strategy is found in training. And internal communications. PR needs to buy in as well. Once approved, brand strategy is not a democratic pursuit. It needs to be shared, understood, operationalized, practiced and incentivized.
Great brand strategy becomes culture.