I often tell people brand strategy feels like an excavation. You dig and dig and dig until you arrive at what the core of the company is about, and then suddenly, a market path is revealed.
Don’t fall into the trap of being indistinguishable.
A good brand strategy will force you to make difficult decisions. Having a point of view means you won’t please everyone. It also means you’ll be pushing your core consumers to continuously walk into the future before the…