What should I be aware of before doing a brand strategy?

Transcript

Before initiating a brand strategy, you should be aware of two things:

You should be aware that this is going to be hard work, and,
You should be aware that brand will create deep ripples.

1.) Prepare to do hard work.
A brand strategy is only as good as the level of conviction that you have in it. In order for you to have conviction in it, you’ll need to bring to this exercise all of your emotional and cognitive energy, so that you can do your best work.

Remember that this is some of the heaviest lifting strategic work that you will do as a leader. So be prepared for that.

2.) Brand will create deep ripples.

Be prepared for brand to be more than you ever thought it was. Brand is your whole business. The implications of this work will be profound.

While most people would not be surprised that your brand strategy informs marketing, some people are surprised that brand actually informs everything that your customer experiences of your business. It informs all “4 Ps” – product, price, place and promotion.

For example, after you finish your brand strategy, it might become clear that you need to pull back on a partnership initiative, or double down on an innovation project. It might require that you modify your recruiting or organizational structure. It might require that you withdraw from a market or add a new distribution channel.

So, you should be prepared that your brand strategy may create deep ripples.

If you’re considering a brand strategy exercise, are you just trying to check a box? Or are you prepared to bring your whole self to the process? Are you prepared to let your brand strategy guide your business holistically?

Remember, brand strategy is not just marketing. It’s your business strategy.