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Lack of focus is a brand problem.
Although many pathologize lack of focus as a leadership problem, it's actually a systemic problem – a brand problem.
Brand is your promise and your fulfillment of that promise.
Brand strategy is the deliberate exercise of choosing that promise, so that you can make every decision according to that promise.
Focus heightens employee engagement, marketing ROI, customer loyalty, pricing power, and culture building. It allows your business to be differentiated in a way that has nothing to do with your price or features. It spurs meaning-making among employees, customers, partners, and leaders.
The operative word here? Deliberate. Choosing a focus requires setting aside time, emotional energy, and cognitive resources to get still and humble, yet courageous. What will we promise? What is worth promising? What do we have the right to promise? What will we optimize for as we grow this business?
So, if you're struggling with lack of focus, take heart. It may mean that you just have not yet harnessed the tool of brand strategy.
Brand strategy is the process of defining and communicating a brand's unique value proposition, target audience, and messaging. When executed correctly, brand strategy can help a company differentiate itself from its competitors, build a strong reputation, and ultimately drive revenue growth.
One way in which brand strategy spawns focus is by providing a clear direction for the company's marketing efforts. By defining the brand's unique value proposition and target audience, the company can focus its marketing efforts on reaching those who are most likely to be interested in what it has to offer. This helps to ensure that the company's marketing efforts are more efficient and effective, as they are directed towards the right audience.
Brand strategy also helps to ensure consistency across all aspects of the brand, from its messaging to its visual identity. This consistency helps to build brand recognition and reinforce the brand's unique value proposition in the minds of consumers. By providing a clear and consistent message, the brand can also more easily differentiate itself from its competitors.
Ultimately, brand strategy spawns focus by providing a clear direction for the company's marketing efforts, helping to differentiate the brand from its competitors, and building brand recognition and consistency. By doing so, it can help to drive revenue growth and ensure the long-term success of the company.
Lindsay is a Brand Strategist and Founder of Ironclad Brand Strategy, which builds brands using an exacting and analytic method. Her background as a P&L owner at Clorox fostered a deep appreciation for the executive charge: to create sustainable value. Ironclad advises companies from burgeoning startups to national corporations, including Zulily, IMDb, T-Mobile and Starbucks. Lindsay holds an MBA in Business from the University of California Berkeley, Haas School of Business.
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