How do you balance brand strategy theory and practice?

1 Learn from case studies

One of the best ways to learn how to balance brand strategy theory and practice is to study how other brands have done it successfully or unsuccessfully. Case studies can provide you with concrete examples of how brand strategy principles and tools are applied in different contexts, industries, and situations. They can also help you identify the strengths and weaknesses of different brand strategies, and how they affect the brand performance and perception. You can find case studies in brand strategy books, online platforms, podcasts, or blogs, or you can create your own by analyzing brands that interest you.

3 Collaborate and learn

A third way to balance brand strategy theory and practice is to collaborate and learn from others. Brand strategy is not a solo endeavor, but a team effort that involves multiple stakeholders, such as customers, employees, partners, investors, or media. You can collaborate and learn from others by joining online or offline communities, forums, or networks related to brand strategy, attending events, workshops, or webinars, or hiring or consulting experts, mentors, or coaches. By collaborating and learning from others , you can gain different perspectives, feedback, and advice, expand your network and resources, and enhance your skills and knowledge.

4 Adapt and evolve

A fourth way to balance brand strategy theory and practice is to adapt and evolve your brand strategy according to the changing needs and expectations of your audience and market. Brand strategy is not a static or fixed plan, but a dynamic and flexible guide that should reflect the current reality and future vision of your brand. You can adapt and evolve your brand strategy by monitoring the external and internal factors that affect your brand, such as customer behavior, preferences, and feedback, competitor actions and strategies, market trends and opportunities, or internal goals and capabilities. By adapting and evolving your brand strategy, you can stay relevant, competitive, and innovative.

5 Balance and integrate

A fifth way to balance brand strategy theory and practice is to balance and integrate the different aspects and dimensions of your brand strategy. Brand strategy is not a single or isolated element, but a holistic and coherent system that should align with your business strategy, culture, and operations. You can balance and integrate your brand strategy by ensuring that your brand vision, mission, and values are clear and consistent across all your brand touchpoints, such as your website, social media, marketing campaigns, products, or services. You can also balance and integrate your brand strategy by aligning your brand promise with your brand delivery, meaning that you deliver what you say you will to your customers.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?