I think the most important thing people miss when talking about brand strategy is that it only works if it’s a sustainable, consistent, long-term position that can be integrated and executed tactically through all marketing channels.

It needs time to build and become established. I think a lot of agencies and clients treat it like a campaign idea or something that can be thrown away at the first sign of faltering performance.

You have to stick to your guns and that’s why it’s essential to engage brand strategists who know what they are doing and are prepared to put in the leg work to find something that works and will stand the test of time.

A brand strategy should:
- go beyond appealing aesthetics and drive results
- look to the future and deliver a brand with staying power

When appointing a brand agency / strategist:
Ask to see previous case studies and the ongoing success brought to the client’s business / organisation.

It cuts out the fluff.