Done correctly, your brand strategy provides the direction for key aspects of your business including customer needs, emotional drivers, pain and success points, product or service structures, brand collateral and competitive challenges.
The outputs from building and developing your brand strategy are then used to direct implementation, the action plan for putting your brand to work — the communications system that provides structure and guidance for all points of contact within a business, both internally and externally with your stakeholders and customers.
Your brand will engage in countless communications, small and large, repeatedly on and offline, in multiple ways throughout the life of your business or organisation and that communication must be consistent and congruent in all its forms — all of which comes from your brand strategy.
Why is brand consistency and congruency so important you might ask? Because if your brand interactions, messaging, customer experience or internal culture, for example, are inconsistent it breeds distrust. When trust is undermined customers do not buy and your talent, the backbone to your business, looks for more attractive alternatives elsewhere.