The Strategic Brand Triangle
The basis of identity-driven strategic development
The strategic brand triangle defines the way an organization should build its strategy. This model ensures that the strategies are based on the essential identity of the brand and organizational uniqueness. Any branding or strategy – progress will base itself on answering to this triangle:
A quick summary of the triangle:
The reason why you exist, beyond making money and lead the industry.
The ultimate long-term goal for the next 10-20 years.
The master (brand) plan for creating value, and your essential definition of how you will reach your vision.
Core Values & Personality
How we want to be perceived and how we act. Our unique footprint and cultural fundament.
Translating our mission into customer value.
Brand Stories & Messaging
Our core narrative, integrated in a message map and brand architecture.
Why strategic development needs to be identity-driven
There is a reason why the strategies and tactics are at the bottom of this brand triangle, of this organizational development hierarchy. It is really quite simple. This triangle defines the unique DNA of the organization, and forms the basis for any change, development or repositioning efforts. If an organization develops its strategy prior to its identity, how can the strategy really create growth? It would not be tailored for the brand it is supposed to lead, and growth potential is not maximized. We highly recommend to develop your strategy based on your unique identity – regardless of industry or position.