There’s a lot that can be said, and already has been said, about business strategy. We’re not going to get into a lot of details in discussing business strategy - there are many who have gone before us and have written material that really can’t be surpassed. Instead we’re going to focus on your brand strategy — what it is, why it’s important, and how to define it effectively.

First we’re going to assign two simple definitions to your business strategy and your brand strategy. Quite simply your business strategy should focus on where you want to go. And your brand strategy should focus on how you’re going to get there.

Business Strategy: Where you want to go.
Brand Strategy: How to get there.

Destination: Vision

Think of it like taking a trip somewhere. Whenever you take a trip there is always a final destination, and there’s always a means of arriving there. A successful trip has two elements: a clearly defined end point, and a well-outlined roadmap to get there.

Let’s say we’re taking a trip to San Francisco, CA from Orlando, FL. We know what our destination is (San Fran). We know where we’re leaving from (Orlando). And we know what we want to do when we get to San Fran (insert your list of activities here). But how are we going to get there? Are we going to drive? Fly? Swim?

Our choice of travel is dependent on a lot of things — yes, we must take our final destination into account, but there are a lot of other factors to consider: cost, time, and external variables such as weather, with whom you’ll be traveling, etc. It’s not enough to simply keep your final destination in mind, you also must outline and implement a roadmap to get there, otherwise you’ll either never arrive at your destination, or will arrive in a way that is less than optimal.

I’ll stop the analogy there, but you can start to see the point I’m trying to make. We talked in previous posts about discovering your vision - this is your destination. This is where you are traveling to. This piece is essential — it’s like asking should you take a summer trip to the beach or a winter trip to the mountains? You must define which destination is better for you and your business.

But you can’t stop there. Once you’ve clearly defined your vision you must move on to the second essential element in this journey: how you’re going to get there. Too many times, business owners and key decision makers focus only on where they want to go, and don’t focus enough on the optimal means of getting there. Sometimes they take the quickest option (flying). Other times they take the more scenic option (driving). Still other times they might choose the cheapest option (swimming). But which one is the right option?

The right option is different for every business and organization. Just like the final destination is different, the means of arriving will be different as well. Some businesses may successfully use social media and the web to achieve their vision. Still others may find direct mail and face-to-face marketing are the best method. The important factor is not necessarily the means, but rather in determining the best means for you based on your unique vision and situation.

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Art Credit: The Great Wave off Kanagawa, Katsushika Hokusai