It’s debatable how many companies actually have brand strategies. They have brands, products, services, mission statements, taglines, marketing plans and ads. But brand strategies? Organizing principles for product, experience and messaging? No so much. Many marketers have de facto brand strategies, not codified as “one claim and three proof planks.” They may take the form of a big “idea” with some provable supports. Or a de facto brand strategy may come from an ad, or highly effective promotion. Perhaps a marketing document drawn up during a peak sales period. But often, as can be the case with real brand strategies, de facto versions drift away.
I do a lot of training and it’s my belief that the root cause of powerful brands is training. Everyone at the company needs to know the brand strategy. Not just the brand managers. Geo-technical engineers need to know their brand strategies. Kitchen remodelers need to know it. Truck drivers who deliver the goods, cardiothoracic surgeons who work for the system. Everybody.
When everyone is trained on brand strategy, when management spends time and money reinforcing it, a brand takes on a life of its own.