From your website to sales materials to advertising to P.R., every point of communication is an opportunity to shape the perception of your company. When you define in advance what this perception should be, the result is unified messaging and maximum consumer impact.
Unfortunately, many companies rush to develop creative without a clear vision of what they stand for, how they are positioned, and the overall perception they need to create. Inconsistent, scatter-shot messaging and wasted dollars is the result.
That’s why a brand strategy is critical. A brand strategy defines what your company stands for, the personality it must convey, and the key messages that must come through implicitly or explicitly in all communications. In essence, it is the “master” campaign strategy against which all subsequent communications are developed.