Brand strategy and more specifically brand building isn’t a piecemeal task. It’s a holistic and integrated process that requires careful thought, planning and organisation-wide engagement.
For these reasons it’s always good to take a step back when building brands so you can have a look at the big picture and make sure it all hangs together. For example, if your communications feel premium, but the way your receptionist answers the phone is rude, alarms bells should be ringing. Such inconsistencies are symptomatic of deeper brand definition malaise.
It’s very easy to get caught up in the detail due to the pressures day to day brand management brings. The danger here is that you’ll take your eye off the big picture. That’s something your stronger competitors won’t do when they define and deliver their brand strategy.