A brand strategy done well encompasses the marketing strategy and is the business strategy. Why? Because it’s active. I define brand strategy as an “organizing principle that drives product, experience and messaging.” Messaging is last…because a message that doesn’t reflect product and experience is simply copy.
Ask any successful business leader to identify their company’s “one claim” (consumer promise) and three “support planks,” and they’ll be hard-pressed to do it. That is why brand strategy is so tough. A single claim and three product or service values, many will tell you, is too limiting. Until you see it on paper. On business stationery. A good brand strategy is not filled with marko-babble, it contains business-winning evidence. Business-winning behaviors and business-winning strategy.
I call it brand strategy and contrary to what some consultants will peddle, it is way more than a loose federation of tactics, metrics and tagline.
For real life examples, please write Steve at WhatsTheIdea.