Aligning brand strategy with business strategy
Launch library · evergreen read
A brand strategy developed entirely in isolation from the organisation's broader business strategy risks promising an identity the business itself is not actually positioned to deliver on in practice, creating a genuine gap between what the brand publicly says and what the organisation is genuinely capable of following through on in reality.
Genuine alignment means brand and business strategy genuinely inform each other continuously over time, with brand work reflecting real business priorities accurately and business decisions genuinely taking the brand's positioning into account, rather than treating brand purely as a communications concern kept entirely separate from the organisation's actual strategic direction.
Organisations that genuinely achieve this alignment tend to move with far more coherence across every function of the business, since employees, partners and audiences all encounter a genuinely consistent story about what the organisation is trying to become, rather than a brand promise that sits apart from where the business is genuinely heading.