First question, “Do you have a brand?” Most marketers will answer yes.
Second questions, “Do you have a brand strategy?” Those same people are likely to pause then offer a less-than-emphatic yes.
Third question, “Can you articulate your brand strategy?” This is where the homina-homina kicks in.
It’s a simple fact that most brand practitioners (meaning client side marketing or brand managers) have brands but not a tight articulation of strategy. Most agencies (ad, digital, PR, direct) also don’t follow a tight articulation of brand strategy — because one doesn’t exist. Brand strategy is the least scientific business tool in commerce. It’s an ideal. Not a framework.
Brand strategy is an organizing principle for product, experience and messaging; all three of which are marketing’s domain. Actual brand strategy framework is one claim, three proof planks.
Ask Interbrand, Landor, Future Brand, Siegel+Gale, Lippincott, Brand Union and Wolff Olins what their framework for brand strategy is and all you get is talk, process and case studies. They are long on smart people, insights, approaches, logos and style guides, but no framework. No “business-winning” binary (on or off) approach to building a brand.
When you have a framework that shows when work is on strategy or off strategy, you have found the brand building grail.