Lightbulb moment: brand strategy vs brand communications

Brand Strategy vs. Brand Communications: The Critical Difference You Need to Know

Have you ever wondered about the real difference between brand strategy and brand communications? Let me share a lightbulb moment I had while learning from one of the world's top brand strategists.

Brand Strategy: The Foundation

What It Really Is

Brand strategy is your business strategy through the lens of your brand. It should:

• Happen at the executive level
• Answer why people should choose you
• Guide product/service development
• Shape company culture
• Define purpose and values
• Inform how values are lived

Key Components

Your brand strategy must address:

1. Core purpose
2. Vision
3. Values
4. Target market
5. Business direction
6. Internal culture

Brand Communications: Bringing Strategy to Life

What It Involves

Brand communications includes:

• Visual elements
• Written content
• Aesthetic choices
• Marketing materials
• External messaging

Common Pitfall

Many businesses rush to:

• Create beautiful visuals
• Develop messaging
• Design logos
• Choose colors
• Set tone of voice

...before establishing their strategy.

The Critical Sequence

Step 1: Strategy First

• Executive-level decisions
• Deep internal work
• Core business alignment
• Foundation setting

Step 2: Communications Second

• Visual expression
• Messaging development
• Design elements
• Marketing materials

A Personal Learning Experience

I'll admit, I made this mistake myself:

• Mixed strategy and communications
• Rushed to visual elements
• Included communication elements too early
• Learned to separate these processes

Why This Matters

Proper sequencing ensures:

• Deeper brand resonance
• Better alignment
• Authentic expression
• Stronger market position
• Consistent messaging

The Bottom Line

Remember:

1. Brand strategy is the foundational work
2. It informs every business layer
3. Brand communications make that strategy beautiful
4. Both are essential but must happen in the right order

Your Action Step

Evaluate your current brand and ask yourself: are you building on strategy, or jumping straight to communications?