Brand strategy is important but is often considered an unnecessary task or busy-work. This couldn’t be further from the truth. A brand strategy, especially when it is interlocked with your business strategy, can make your day-to-day life as a leader, owner, or entrepreneur so much easier.

Why is a brand strategy important?

I believe when you have a brand strategy outlined or documented, you have a foundation to come back to whenever you need to make decisions about your business. Brand should be included the same as you’d take into account financial considerations, staffing, or capacity. If what you are about to do doesn’t MATCH or FIT within your brand strategy – your audience is going to notice. And when they notice something before you do, that is never good.

Your brand should also align with the overall purpose of your business – it is a reflection of the intention or objective of your business. Again without a defined brand strategy, your purpose can get lost or becomes a blur – and then when you have leaders in your organization making decisions, they aren’t as in tune with company purpose. The risk is again your audience noticing the mismatch.

Three helpful examples

In this episode of The Pursuit of Purpose, I share with you three scenarios where having a defined brand strategy can help guide your message development as well as your path to purposeful decision making.

• Business development and prospecting
• Preparing to pivot and how to talk about it
• Bringing on staff or additional help

Brands are the sum of all experiences with your business.

Derrick Daye, Branding Strategy Insider

Don’t let your desire to get something out into the world – a tactic – take the place of strategy. It takes time and some soul-searching but in the end, the work will be worth it, and future work will be managed more efficiently and effectively.

As always, be actively pursuing your purpose,

Resources from this episode:

• Branding Strategy Insider – this website is FULL of excellent information – I highly recommend you bookmark it for future reference.
• Elements of brand are featured past episodes in Branding is a Verb and Characterizing your brand
• Related blog posts include:
  • Educate. Engage. Empower. Keys to a marketing strategy
  • Use education to improve your marketing strategy
  • Branding is a verb
  • Brand is more than a logo