I spend most of my waking business hours talking about brand strategy. A topic so obfuscated and buried in marko-babble no one really understands it. It’s tough going.
The fact is, brand strategy is business strategy. Simplified. And packaged to be easily undertstood. It’s business strategy boiled down, memorable and shareable. One of the drivers of a good brand strategy is that is can be activated by everyone in the company. A good brand strategy in the hands of the receptionist or delivery driver or CEO is one that empowers business-building decisions.
If you work at a company where you don’t want anyone else to know how to make business advancing decisions, because you are fearful they’ll make mistakes, you don’t need a brand strategy. You need Xanax and blood pressure meds. But of you want your employees and as a result, customers and influencers, to understand why you are a better company than the competition, thanks to meaningful product and operating values, then you do want a brand strategy. Because it’s good for business.
Imagine a retail package goods brand that changes its packaging every day. That’s kind of what happens to companies that operate sans brand strategy – AKA “an organizing principle for product, experience and messaging.”