#35: What is brand strategy and why does it matter?

There are a lot of definitions of brand strategy out there. This article aims to simplify it.

Your brand is ultimately a result - one formed in people's minds - of everything you say and do. Brand strategy is about thoughtfully and intentionally guiding these perceptions in your favour.

But really, the meaning a brand takes on over time is ****created in the mind of a brand’s customer and their mental associations. The stronger all these little associations are collectively, the more connected they become, and the more connected they become, the more whole the brand becomes.

The more whole the brand becomes, meaning the more consistent and reliable it becomes, and the more likely a person will choose your brand. Because we gravitate towards what’s reliable and are very quick to pick up on mistrust anything with discrepancies.