Is Your Brand Strategy Stuck in a Deck?
A colleague recently told me her organization had completed a brand positioning project with another agency. The output was A beautifully designed deck.
When I asked what it meant for her work, she shrugged. “Honestly, I’m not sure.”
This is common. We often see client teams struggle to connect their brand strategy to daily operations.
If your brand strategy is stuck on the page, try this:
List your key audiences (customers, employees, investors, partners). Start with one or two.
Inventory their interactions. Where and how do they interact with your brand? (bring in marketing, sales, ops, etc.)
Find the gaps. Where exactly does your brand promise break down?
Prioritize high-impact interactions. That’s your to-do list.
Here’s an example.
Our health insurance client centered their new brand strategy around concierge-level service. But the current experience was a confusing, jargon-filled maze.
We helped them:
Rename customer service roles from Relationship Keeper to Health Advocate
Add real names and faces to materials
Rework materials into plain English—especially around complex benefits
The takeaway: Your brand exists in interactions. Strategy does nothing until you activate it.