It's only strategy if you live it

Strategy Is a Standard, Not a Document: Thoughts from the Field

When I’m asked, “What’s your strategy?” the question always feels much bigger than a single meeting or one tidy document. Early in my career, I would scramble to summarize a plan on paper—a list of goals, a smart timeline, and a few headline ideas that might hopefully impress. But the reality is, effective strategy is never just words in a file. It’s a living system: a heartbeat that drives decision-making, unites teams, and shapes the experience people have with a brand long after launch day.

What Do You Want People to Remember?

My starting point for any project is deceptively simple: What do I want people to remember? If someone walks away with just one clear idea about the brand, what is it? This single question immediately clarifies everything that follows: how I define and refine the brand, how I shape its messaging, its tone, and its personality. If you—the creator—aren’t clear on who you are, no amount of cleverness will help your audience figure it out.

*sigh

Clarity Over Cleverness

As a word-lover, I admit this is a tough lesson. I’m drawn to witty headlines and elaborate copy. But here’s the truth I’ve learned (the hard way): clarity beats cleverness every time. If your headline confuses or distracts, you lose momentum. When working on strategy, I remind myself: clever is good. Clear is absolutely essential.

Who Is Your Audience, and What Should They Feel?

Brands that truly win people over move people emotionally. This means thinking deeply about your audience—not just their demographics, but their hopes, their pain points, and their day-to-day context. What do you want them to feel each time your brand appears? Excitement? Trust? Aspiration? Strategy starts with emotional intention. The goal: engineer every touchpoint to reinforce that feeling.

Every Choice Matters

Once you know who you are and what emotion you want to convey, every choice in the project has to match that goal. Design direction, voice, editorial calendar, social media posts, and team meetings—consistency is the difference between a brand that resonates and one that’s quickly forgotten. If just one piece of the puzzle feels off, the whole brand loses alignment.

The Living Strategy

For me, strategy is never just an “idea.” Strategy is a rigorous standard—a system that protects and amplifies your best ideas, keeping every contributor focused and connected. It’s less about a big reveal and more about creating patterns that people naturally remember, return to, and feel drawn to.

In short: Strategy isn’t what’s written. It’s what’s lived, by you, your team, and ultimately, your audience. Brands that win people set the standard first and stick to it, every time.

Adapt or die

In today’s fast-paced world, adaptability is key. Strategies must evolve as market dynamics shift. What worked yesterday might not work tomorrow. I always keep an eye on industry trends. This allows me to tweak strategies in real-time, ensuring they remain relevant and impactful.

Building a Strong Brand Narrative

A strong brand narrative is essential. It’s the story that connects your audience to your brand. I focus on crafting a narrative that resonates emotionally. This narrative should be woven into every piece of content, every interaction, and every campaign. It’s what makes your brand memorable. Engagement is crucial. I believe in creating two-way conversations with audiences. Social media is a powerful tool for this. It allows brands to listen, respond, and adapt based on audience feedback. This engagement fosters loyalty and builds a community around your brand.

Measuring Success

Finally, measuring success is vital. I use various metrics to assess the effectiveness of strategies. This includes tracking engagement rates, conversion rates, and overall brand sentiment. These insights help refine future strategies, ensuring continuous improvement.

In conclusion, strategy is a living, breathing entity. It requires clarity, emotional connection, and adaptability. By focusing on these elements, brands can create a lasting impact and build meaningful relationships with their audiences. Remember, strategy isn’t just what’s written; it’s what’s lived.