Being a brand strategist is pretty easy. We only need to know how to do three things:
- Articulate what makes a brand different and desirable (brand positioning).
- Establish a clear role for the different parts of a brand portfolio (brand portfolio strategy).
- Communicate the relationships between different parts of a brand portfolio using appropriate visual and verbal signposts (brand architecture).
There are a myriad of tools for brand positioning and portfolio strategy. If you want to position a brand, you can use a two-by-two matrix, Maslow’s hierarchy of needs, archetype theory, Simon Sinek’s Golden Circle, or something more old school...