I don’t write this blog to try and appear like a high authority on brand strategy. That would be entirely false: I’m not, and you know that full well*. I do it because I have something to share that I’ve found interesting.
This is why context is so important.
Yes, I write semi-regular articles that talk confidently about branding and brand strategy, but I do it within in the context that I’m learning about it; I’ve usually found something interesting, I’ve processed that thought, decided someone else might find it interesting, and then gone about noting it down and publishing it.
Without that context I’d just be making bold claims about something I currently have little experience in and no right to lecture anyone about. I’d open myself up to (justified) criticism.
Context is equally important for brands, too.
A ‘brand story’ is the term you’re looking for: it provides a ‘why’ to your business’s ‘what’. It explains eloquently where you have come from and why, where you wish to go and why, how you wish to do it and why.
Without this context, not only can it be confusing for those outside your organisation to understand fully everything you do and say, but there’s also no internal reference point to make sure you’re continuing your the story the way you set out to.
Write your brand story out and make it public. Let the people who matter hold you accountable: your paying customers.
*It would also be wrong of me not to admit that my intention is to one day be good enough to be a proper authority on branding… See, context: it’s important!