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.”