Brand Strategy Checklist 3: The soul of consumer branding

September 4, 2019 | by David Lemley
Brand strategy is a bit like faith — you can use it to believe in something and you can use it to call in the desires of your heart or, conversely, your worst fears.

Segments one and two of our Brand Strategy checklist discuss both the external forces shaping your brand and the ways the psychology of your leadership team impact brand strategy. Today, in the third and final segment of our checklist, we will discuss the spiritual aspect or soul of your brand.

Today’s could also be titled, “12 questions to give your purpose-driven brand a real purpose while maintaining a defensible market position” (but that felt too long). We will look at your brand promise vs. mission statement and study the crucial aspects of your brand’s pillars as well as show you how archetypes directly plug into brand strategy.

In order for brand strategy to become a powerful driving force for your organization, you need to understand why you and your team are here beyond making a profit. Retail Voodoo believes and navigates strategy through the maxim that “reality exists in language.”

So if your brand and leadership are speaking, but are unable to articulate the what, how, and why of your strategy, does it really exist?

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