Should 'Brand Strategy' be called something else?

I have been having a lot of conversations with various people working within brand, marketing, and business over the past 12 months discussing brand relevance and brand strategy. Unless you are well informed, the consensus amongst many is that there are a lot of people who don't fully understand what brand strategy is or why it matters. However, it is so intrinsic to the success of an organisation's business strategy, that without it you'll struggle to achieve your overall goals.

The term "brand strategy" has become a ubiquitous phrase. It seems that when you talk about a 'strategy' in general, people value the importance of it. The word strategy on its own is simple, people understand that it is; "a plan of action designed to achieve a long-term or overall aim". However, stick the word 'brand' in front of it and people can struggle. While the term brand strategy is widely used, the question arises: does the term accurately reflect the depth and significance of what it encompasses? In a world where the concept of a brand is often misunderstood, misinterpreted, or oversimplified, is it time to reconsider the terminology and align it more closely with its integral connection to overall business strategy?

The Conundrum of 'Brand'

The term 'brand' often conjures images of logos, colours, social media, websites, and taglines, encapsulating merely the visual and tangible aspects of a company. To some, this also means that a huge cost outlay is on the cards, which is not the case. A brand is far more profound. It is the sum of many parts; experiences, emotions, and perceptions that customers associate with you, a gut feeling. The disconnect arises when individuals in the world of marketing and business fail to grasp the comprehensive nature of what a brand truly represents.

Brand Strategy: A Subset or the Whole?

Brand strategy implies a specialised subset of strategies focused on the establishment and promotion of the brand. However, the reality is that the brand is not an isolated entity; rather it is intricately woven into the fabric of the overall business strategy. From product development to customer service, every facet of a business contributes to the formation and reinforcement of its brand.

The Power of Precision in Naming

Words matter, especially in the complex world of business. Precision in terminology aids clarity of thought and action. Considering the intimate relationship between brand strategy and overarching business strategy, perhaps it's time to reconsider the label itself. Could 'brand strategy' be more accurately referred to as 'business strategy' or other, something better for encompassing the holistic approach required for success in the sector you're operating?

The Case for Business Strategy

Business strategy, by its very definition, encapsulates the overarching plan an organisation adopts to achieve its goals. It involves decisions regarding resource allocation, market positioning, and competitive advantage. By embracing the term 'business strategy' (or other) instead of 'brand strategy,' we emphasise the interconnectedness of brand-building efforts with the broader organisational vision and the people it serves.

A Unified Vision

Rethinking brand strategy as a 'business' strategy, could foster a more unified approach within organisations. It reinforces the idea that every business decision, whether related to operations, marketing, or customer relations, is a strategic move that contributes to the overall success and perception of the brand. This shift in terminology promotes a holistic perspective, aligning teams and departments under a common vision.

In Summary

In the world of business, the language we use to describe concepts plays a pivotal role in shaping understanding and actions. The term 'brand strategy' may fall short of capturing the depth of what it truly entails, often leading to misconceptions and fragmented approaches within organisations. By acknowledging that it's completely intertwined with the overall 'business strategy,' we embrace a more encompassing and unified perspective, reinforcing the idea that every aspect of a business contributes to the overall brand. In this era of clarity, it's time to ask: is it not what we call it, but how accurately it reflects the essence of what we do that truly matters?