Business strategy, brand strategy and marketing strategy - what's the difference?

Feb 12, 2021

It’s that time of year when marketers in the UK are writing their strategies for the year ahead (our financial year starts April 6th, which is bonkers, but has been in place since 1800. You know we love our history…)

But what really is a marketing strategy?

And what’s the difference between marketing strategy and brand strategy?

And what’s the difference between brand strategy and business strategy?

And what’s the answer to the ultimate question of life, the universe, and everything???  (Well, we know that’s 42.  Read on for the rest).

What is business strategy vs. brand strategy vs. marketing strategy?

Business strategy identifies where an organisation wants to go.
It usually includes a hard metric vision or goal like, 'to be a $10 billion business by 2025', or 'to grow by 35% in the next 5 years'.  It also includes the operational changes required to help to get there. 

Brand strategy is really about why people should...


Brand Strategy, Branding and Marketing Strategy: get clear on what they are and the 1 big mistake you MUST avoid

Aug 11, 2020

I was driving back from Norfolk last week with a friend who was telling me about a difficult experience she’d had trying to get a website up and running for a client.  The client had briefed a logo designer who said he works, “Just when inspiration hits.”

6 weeks later and no logo options had materialised.  But he had taken a sketch pad on holiday with him.  

But the bigger problem was that there was no brief. 
Nothing to judge any logo against. 
No strategy. 

Nor was there a plan to create the other brand signals that need to work with the logo – fonts, colour palette, imagery etc.  And yet she was expected to get this website up and running.

I told her that, sadly, this wasn’t uncommon, and that I was planning to write about this in one of my blogs.

She told me to get on with it.

So here it is.  

Defining Brand Strategy, Branding & Marketing Strategy 

This could go on for pages - but I'm...


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