When to employ brand strategy?

When’s the right time for a new business to work on brand strategy? This question comes up a lot.

But you wouldn’t build a house without a plan. First of all you’d consider who the building is for, what they want to get out of it and what you can do to create a special space that fulfils that purpose - and maybe even exceeds expectations.

A brand is no different.

A brand strategy is an integral part of a business plan - without it you are making fundamental decisions about your reputation and marketing without a map to guide you. For a while this may work, usually because the founder has the instinct for what’s right and what’s wrong, but as things get busier and founder's time is spread even thinner, you head into dangerous territory.

I’ve put together some advice on where to begin when it comes to brand strategy - the link is in the first comment.