Your brand is what other people say about you when you’re not in the room – Jeff Bezos

A brand strategy is a long-term plan for the development of a successful brand to achieve specific goals. It encompasses elements like the brand’s identity, values, and positioning in the market, and aims to create a unique and consistent image in the minds of consumers.

Aligning the brand strategy with your business strategy is crucial because it ensures that all aspects of the business are working towards the same objectives, enhances brand recognition and loyalty, and ultimately contributes to sustainable business growth and competitive advantage.

A brand used to be considered a logo, a slogan, a particular design style or color combination, an advertisement or even a brochure.

Originally, a brand was associated with a company, a business or a product.

But today, every individual is also a brand.

And the same visual elements associated with companies and products are a small part of what makes up what we recognize as an expression of a brand—even a personal brand. In today’s business environment, a brand is made up of expectations, memories, stories, recorded or streamed presentations and even relationships that, taken together, account for someone’s decision to choose to follow a person, or purchase a product or service from another.

It’s an intangible asset, and possibly the most important asset you own.

Your brand is comprised of many things that define who you are, whether you’re a person or a business. These things are mostly intangible—like your purpose for being in your chosen field, your reputation, your values and beliefs, and your “distinct advantage” (the specific qualities and strengths that differentiate you from anyone else). Add to this mix the emotional impressions and experiences that your audience has when interacting with you and you’ll get a picture of what defines your brand.

As we step into 2024, ask yourself:

How well do you know your current ideal leads?

What strategic adjustments are necessary to ensure your business is aligned with them?

How will you take off in a brand new direction in 2024?

What course corrections do you need to make?