After 20 years working as a brand strategist, I’ve seen and heard a lot of confusion about brand strategy.  

While it’s the most desired skill CMOs are looking for this year, not many people are offering it, because it appears to be so complicated. 

But brand strategy is a really powerful business tool when understood properly.  

So here’s the four biggest myths about brand strategy that add to all this confusion, and what you really need to know instead, to help you understand how it can elevate your business.

BRAND STRATEGY MYTH 1: Brand strategy is just about guiding your ‘branding’

This view is what prevents solid businesses from building great brands.

Let’s start by being clear on what each of these things are.

Brand strategy is your decision on what you want to stand for: the associations you want to build about your brand in people’s minds. 

‘Branding’ is the process of creating distinctive signals...

I LOVE a new branding or business book.

(I warned you before – I truly am a Brand Strategy Geek).

If you’re the same, find my top 3 recommendations below. 

Best Brand Strategy Books 

1. GROW: How Ideals Power Growth and Profit At The World’s 50 Greatest Companies – Jim Stengel.

Puts stats behind the importance of brand strategy, includes big brand case studies (think Pampers, Discovery, Method) and tells you what it takes to implement a brand strategy successfully.

Here’s a few gems from this one:

“Maximum growth and high ideals are not incompatible. They’re inseparable.”

“The most powerful and profitable tools in business are ideals – ideas for improving people’s lives that speak directly to their instincts, emotions, hopes, dreams and values.” 

“The one sure mistake you can make is failing to aim high.  If you are not ambitious enough to want to make a positive difference in...

So I've been writing away about branding for a while, but I got a couple of emails this week from people asking me to rewind a bit, and answer, 'What is brand strategy?'

So here's a 5 minute clip from my free 'Brand Strategy in 7 Simple Steps' mini-course that explains it.

I start by rewinding even further - to what is a brand.

Because you've gotta know that, before you know what brand strategy is.

If you're more a reader than a watcher, get the explanation below.

And if you're itching to know what to do next - how to do your brand strategy - then it's all in the free course - get it right here.

Wishing you clear, confident brand-building progress my friend!

What is a brand?

All brands really are, are the associations people have about a business in their minds. 

And studies and neuroscience have shown that the stronger and more connected these associations are, the more likely a customer is to choose and buy your brand.

So what does this...

The world of brand and marketing is full of complex terminology.

But brand strategy, branding and marketing strategy can be explained simply.  And once you get this clear in your head you can be more confident with your brand and marketing planning and projects. 

Read on for simple descriptions of what brand strategy, branding and marketing strategy are, and what order to address them.

Defining Brand Strategy, Branding & Marketing Strategy 

As Julie Andrews sang, "Let's start at the very beginning".

First, you have to understand what a brand is. 

"Products are made in the factory, but brands are created in the mind."
Walter Landor

All brands really are, are associations in people’s minds.  And the stronger and more connected these associations are, the more likely a person is to choose and buy your brand.  

More here if you want it, but let's move on... 

What is brand strategy? 

Brand strategy is your decision on what...