BRAND STRATEGY: A FEW POINTERS

Strategy is critical for success. At it’s best it is simple, clear and actionable. At its worst it is lofty, high level and laden with buzzwords. Let’s discuss what good strategy is:

Pick a focus

A good strategy is a plan for achieving a specific goal or objective. It is as much about what an organisation does not do as it is about what it does. If you create a plan that fosters buy-in from all parties involved - chances are you aren’t creating a focused strategy but a catch-all pleasantry for all stakeholders to nod along to. So be sharper, be braver and believe in your direction.

ALIGN INTERNAL TEAMS

To execute a strategy well you don’t need everyone to agree, but you do need everyone to understand why. The resources and capabilities of an organisation is often wasted by a lack of clarity that leads to rabbit holes and dead ends. Pick your destination and give everyone the co-ordinates.

MAKE IT ACTIONABLE

Move away from the shackles of ambiguous strategy and create clear tactics that execute your vision. Remove yourself from lofty goals like “Be the number one in the category” or “The world-leading xyz” and angle towards how you get there instead. Less fluff, more stuff.