Your Brand Strategy Is What Is Left When The Tactics Stop.
If your business is to thrive your brand strategy should be clear enough to get you out of bed in the morning. It is not enough to say what you intend to do. Your strategy should be part of your DNA at every touchpoint so that there is no question about the experience that should be had when interacting with your brand.
The Key To Brand Strategy Success
Your brand strategy should supersede tactics and marketing. Short term activity and strategy should always be able to be referenced against the vision of your business or organisation. However be aware that your vision and brand should evolve.
What Experience Do You Want To Deliver
If your goals are arbitrary – to be the biggest in the world, to be the most luxurious – you are not aligning with your audience needs and you can easily be surpassed. What is it that will define success between you and your customer?