{ "media_type": "text", "post_content": "What is your personal definition of a brand strategy? Not the textbook answer, but how you define it for yourself. Someone asked me this recently and I was shocked to find I didn't have a succinct (or personal) answer. It's haunting me. \n", "post_id": "60f73ee35f7f28001c633d9c", "reply_count": 14, "vote_count": 6, "bowl_id": "58eed54c016cce0010bbe9fa", "bowl_name": "Strategy & Planning" }

What is your personal definition of a brand strategy? Not the textbook answer, but how you define it for yourself. Someone asked me this recently and I was shocked to find I didn't have a succinct (or personal) answer. It's haunting me.

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If the brand were a person, what’s their motivation for achieving their goals? In my brain, a brand strategy answers that question.

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Brands are just symbols. We make them meaningful in the right ways. Its not rocket science.

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Defining the meaning/identity of a company to achieve desired business goals and then guiding communications to build that perception in the public’s mind.

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Segmentation, targeting, positioning and objectives, and the outcome should make it very clear what things you won't do.

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Products do things.. Brands mean things.

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The easiest/best way from point a to point b

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If a non-advertising person read these responses they would probably leave more confused 🙊

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Brand strategy is building irrational preference. i.e. the reason you pick Fiji over Dasani

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Creating a cohesive journey, with the right messaging, at the right time, to create a sustainable relationship with your customers. You know them, they know you, it’s personal and dependable.

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The why behind the what, and from a go-to market stand point how to drive action and/or create a perception shift

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Kind of meme-y, but: Why is a brand? And why should anyone care?

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Brand strategy is the means by which a brand maximizes its revenue potential. That’s it.

So it is how you are going to achieve your corporate objectives through the power of your brand -

A) Define your people (customers, potential customers, team members, potential team members, influences, investors, partners, e.g.) B) What do your people currently believe you are? C) What do you want your people to believe you are? D) Define and document how to go from B to C. That's your brand strategy.

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