Business Strategy or Brand Strategy?
We sometimes get asked what the different between Brand Strategy & Business Strategy is. Over the years a big misconception that we’ve often heard is that ‘Business Strategy’ directs the rational side of business. Such as – what types of products or services to develop and deliver, which initiatives to invest time and resources. While ‘Brand Strategy’ directs the emotional side of business – visual identity, marketing, advertising, messaging and positioning. To me that’s a bit like the concept of ‘work/life balance’, which is misleading because it implies that work and life are opposites when they are not. Work is really just an important part of life, not something separate to it.