Brand strategy - answering the big business questions

Updated: Oct 17, 2019

Brand strategists like me all have our models. We have boxes and matrixes and pyramids and triangles and pillars and canvases and so on and so forth. But, really what is it all for? What is the point?


Boiled down into a nutshell brand strategy should be about helping leaders answer the big business questions. To bring clarity in the complexity. The aim of brand strategy is to have a unified way of clearly articulating a top level strategy with a plan to continually execute against it. To do this in an aligned and unified way. Confidently.

Photo by Jon Tyson on Unsplash

So what are the big strategic business questions that brand strategists help to answer?

Here are some of the most popular questions leadership teams I work with call me in to help consider: