What is Brand Strategy? Developing a brand requires defining, articulating, and asserting your messaging and then translating that message into channels where customers can interact with your business. To create a brand, you have to be prepared to get your hands dirty. The process requires research, brainstorming, data, insights, and a clear vision for your business. The brand guides and drives every decision in your organisation. What I'm saying may all sound obvious. Still, you’d be surprised how often people dodge this first, critical step in favour of sexy tactics like social media, video, influencer marketing, etc. They consider brand development an expense, a fluffy PowerPoint presentation, when, in fact, it is the foundation of their marketing and messaging. It’s like building a house with a straw roof, flimsy walls, sand, no floors, and then wondering why it falls apart during a storm. You have to take the time to build the roof, walls and floors instead of going straight for the designer sofa, kitchen, curtains, and fancy candles.