Strategy – a plan of action designed to achieve a long-term or overall aim.
Brand strategy – a plan of action designed to achieve the long-term or overall aims of the brand.
In order to genuinely think and plan strategically for a brand, we need to first be media-neutral. It isn’t strategic to advise on a brand with a predetermined action in mind, whether that be a new logo design, website, marketing campaign, social media campaign, etc, etc, etc.
To give the most useful and effective advise we need to put the needs of the aims of the brand at the centre of our thinking, and then develop a plan of action which utilises a combination of the most appropriate tools to best achieve these aims.
As one of the great strategists of our time said, ‘I love it when a plan comes together’.
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