There are many definitions of brand strategy. Most hard to understand. And for businesses whose sole purpose is clarity of message, you would think brand strategy definitions would be easy.
Here’s mine: “An organizing principle for product, experience and messaging.”
What does an organizing principle look like in words? (Brand strategy is inanimate.) Well, it is a “claim and proof” array. A single claim about brand superiority or value, supported by 3 proof planks. Proof planks are evidence of the claim, grouped into homogenous clusters. One of my favorite brand claims for a small commercial cleaning and maintenance company is “The Navy Seals of Commercial Maintenance.” The proof planks are: “Fast,” “Fastidious” and “Preemptive.” Put these words into a single sentence and you have a clean, articulate brand strategy. You are organized to market. You are organized to productize. You can build your business experience, communications and website.
Okay other businesses out there — care to share your brand strategies in one sentence?