The Urban Developer
AdvertiseEventsWebinars
Urbanity
Awards
Sign In
Membership
Latest
Menu
Location
Sector
Category
Content
Type
Newsletters
TheUrbanDeveloper
Follow
About
About Us
Membership
Awards
Events
Webinars
Listings
Resources
Terms & Conditions
Commenting Policy
Privacy Policy
Republishing Guidelines
Editorial Charter
Complaints Handling Policy
Contact
General Enquiries
Advertise
Contribution Enquiry
Project Submission
Membership Enquiry
Newsletter
Stay up to date and with the latest news, projects, deals and features.
Subscribe
ADVERTISEMENT
SHARE
print
Print
OtherStaff WriterWed 16 Jul 14

What Comes First Brand Or Strategy?

b

Stuart Leo is the founder and Managing Director of Blirt, a creative strategy firm covering business strategy, marketing, digital innovation, culture and leadership services. 


I often get asked this question; "Does an organisation work out it's Strategy and then go about building it's Brand or does it occur vice versa - and does it even matter?"

Well, yes it matters if one comes before the other. Alignment in organisation thinking is critical to ensuring you are asking and answering the right questions in the right order.

So, what comes first an organisation's Brand or it's Strategy.

At Blirt, we help organisation's think through their Brand before they go about setting strategy.

Why?

"Strategy defines a company's distinctive approach to competing and the competitive advantages on which it will be based."  (Michael Porter, Harvard)

Related Article: The Importance Of Branding Place

Our view is that 

a brand is best defined as, "a set of thoughts and ideas held or being built within the mind of the customer which express the organisation's competitive advantage driven from clear purpose and wrapped in personality."

A brand is that which brings to life competitive advantage and communicates it either directly or indirectly to a customer. It is through the process of branding organisation's uncover market opportunity, strategic positioning and competitive advantage.

So, it is a clear process of logic. If a manager or leader wish to define strategy for an organisation then they must have done the brand thinking on positioning, competitive advantage and customer.

Brand always comes before Strategy when understanding organisation alignment and growth.

OtherAustraliaMarketingOpinion
AUTHOR
Staff Writer
"TheUrbanDeveloper.com is committed to delivering the latest news, reviews, opinions and insights into the best of urban development from Australia and around the world. "
More articles by this author
ADVERTISEMENT
TOP STORIES
Parallel Workshops Stockdale Housing PBSA project
Exclusive

Suburban Success Story Turns PBSA Thinking on its Head

Leon Della Bosca
7 Min
Exclusive

Interstate Developers Find Lots to Love in ‘Progressive, Affordable’ SA

Taryn Paris
5 Min
Bates Smart Richmond Sportslink HERO
Exclusive

BtR Focus Drives Bates Smart’s Richmond Sportslink Concept

Leon Della Bosca
6 Min
Exclusive

Carparking Correlation: How Parking Fees Provide Office Sector Health Check

Taryn Paris
6 Min
Molti chief Ben Teague out front of 32 Mercer Road Aramadale (rendering)
Exclusive

Buy to the Sound of Cannons: Molti’s Counter-Cyclical Move to Melbourne

Leon Della Bosca
5 Min
View All >
Kangaroo Point Aria Canopy House Revised DA Approval hero
Development

Aria’s Revised Tower Greenlit for Inner-City Kangaroo Point

Phil Bartsch
Parallel Workshops Stockdale Housing PBSA project
Exclusive

Suburban Success Story Turns PBSA Thinking on its Head

Leon Della Bosca
Third.i Crows Nest Dolls House render EDM
Build-to-Rent

Thirdi Scraps Office Tower for Crows Nest Over-Station Site

Vanessa Croll
Days after lodging a shoptop scheme at Gladesville, the developer has shifted gears on its North Shore project…
LATEST
Kangaroo Point Aria Canopy House Revised DA Approval hero
Development

Aria’s Revised Tower Greenlit for Inner-City Kangaroo Point

Phil Bartsch
3 Min
Parallel Workshops Stockdale Housing PBSA project
Exclusive

Suburban Success Story Turns PBSA Thinking on its Head

Leon Della Bosca
7 Min
Third.i Crows Nest Dolls House render EDM
Build-to-Rent

Thirdi Scraps Office Tower for Crows Nest Over-Station Site

Vanessa Croll
4 Min
Hotel

Perth Hotel New Role Revealed After $105m Sale

Lindsay Saunders
2 Min
View All >
ADVERTISEMENT
Article originally posted at: https://theurbandeveloper.com/articles/what-comes-first-brand-or-strategy