Brand Strategy: 98% Effort and 2% Magic

People often talk about brand strategy as something they can plug-n-play…

• …complete the framework.

• …fill in the blanks.

• …use the positioning canvas.

• …follow the three C’s (unless it’s four C’s or five C’s)

• …and so many more.

If strategy was this simple, fewer brands would fail and more would find fame, success, and impact.

But the fact is, brand strategy is 98% effort and 2% magic.

And that 2% really matters.

The organization you lead is different than any else. What makes it special lies at the intersection of your unique service and the way you provide it, your best-fit customers, and the alternatives that compete for their attention. This intersection is where the seed of a truly magnetic brand takes root.

But how do you find it? How do you uncover the little bit of magic?

You won’t find it by chasing your competitors. The more you copy, the more your organization will cluster together with other copycat organizations. What’s worse, you’ll be playing a game that you will lose simply because you’re not being yourself.

It's also not something found in a framework or a canvas. You won't find it completing a checklist or following a formula.

Instead, it's something that only emerges through creativity, curiosity, and collaboration. You need to be willing to do the hard work and engage in the messy, iterative process of discovery and experimentation. You need to be willing to take risks and be boldly different.

And from all this effort comes a bit of magic that no one else can copy. It can provide a north start for your organization, galvanize your teams, and give you a competitive advantage.

It's worth every bit of effort to find.

If your brand strategy doesn't excite you, if you don't feel that bit of magic, then you've not found it yet. Keep looking.

If you need help, let me know.