Brand Strategy is about decision-making, not logos

The purpose of a brand strategy is to provide leaders with the right set of guiding principles based on which they can make intelligent business decisions over time. 

Yes. It takes time. The best brands you know were not built overnight. They are like living entities shaped by the quality of the decisions people made year over year, both inside (team) and outside of the organization (customers). 

You can’t predict the future. But if you want your brand to have one, you must build the direction necessary to align everything and everyone. 

You can’t manage your clients’ decisions either. But you can certainly make it easier for them by understanding who they are and what they want, by putting a clear proposition forward and by showing up in an inspiring, engaging way.

Don’t do that and, well… see you in the next business life!