When I try to explain to businesspeople what brand strategy is, I end up using words like “framework” and “organizing principle.” But these words are rather formulaic and scientific. I mean, what business doesn’t have a framework or organizing principle? So when the polite nods are done I tend to jump to the end-benefit. Recently, while explaining what I do to a graphic designer I tried to tailor it to his frame of reference saying “A brand strategy is the words a graphic designer needed to know what to design.” For a copywriter “a brand strategy explains what the goal and content areas are of the writing.” Again, a little structural, not so much benefit-oriented. So, I cleaned it up by saying “a brand strategy gives you direction, saves you time, and reduces wasted creative hours.” All of which save money.
The problem with that benefit is since of the advent of the railroad, the automobile and machines, saving time and money has been an oft-cited end-benefit. Having grown up in the IT (information technology) age, working on many tech brands, I can tell you efficiency, and money saving have been the end-benefit of 80% of ad strategies. Some implicit, most explicit.
How, then, do I talk about the benefits of brand strategy in a breakthrough way? I’ve been pondering doing so with a person-to-person or person-to-group workshop. One in which I demonstrate the framework, interactively rather than theorize it.
Tune in tomorrow for more.