Why brand strategy isn’t working for most companies

Not because the idea of strategy is flawed, but because it’s rarely used. It gets approved in a workshop, wrapped up in a dead cool slide deck, and then… quietly filed away.

You’ve seen the signs. A wordy purpose statement. Three pillars. A new logo. A positioning line that could belong to any brand in your industry. Maybe a trendy video to build up the hype. And then? Zip, nada, nothing.

No decisions change. No behaviours shift. No one remembers a thing. This is branding theatre, and it’s everywhere. Branding isn’t broken – but the way we do it is.

When strategy works, it really works. It creates clarity. Direction. Momentum. It gives teams something to rally around, and customers something to care about. But most companies don’t treat brand strategy like a to-do before they get onto the ‘real work’ – like the website, the campaign, the rollout. So, the strategy gets left behind or, more likely, ignored completely.

Here’s why it fails

• It’s made in a vacuum. Brand strategy shouldn’t be built in isolation from the rest of the business. If it doesn’t connect to how the company actually runs, it won’t stick.
• It’s too generic. “Customer-centric. Innovative. Empowering.” Ugh, give us a break. If your strategy sounds like it could apply to any company, it won’t help yours.
• It’s not used. No one teaches the team what it means. It just floats – unloved, unused and forgotten.

So what does good look like?

Good brand strategy earns its place. It helps you make faster, better decisions and gives shape to your story. It shows up in your product. It sharpens your pitch. It fires up your team. It sets the bar for what’s in, what’s out, and what’s next. It’s not a set of words, it’s a way of thinking. And in moments of change – a rebrand, a pivot, a merger, a new direction – it’s the difference between confusion and clarity.

Want a strategy that sticks? Do this instead.

• Start with the change. Don’t jump into moodboards or messaging. Start with what’s shifting, whether that’s your business, your audience, or your market.
• Write like a human. If your strategy reads like corporate filler, bin it. Clarity always beats clever.
• Say something real. Safe strategies are forgettable. Great brands don’t just stand out – they stand for something. So gather up your courage and take a side. Also, make it usable! If your brand strategy doesn’t help your team make a call on something, then there’s no point to it.
• Give your team the toolkit. Want everyone to be on board? Then you have to show them how to use it. If you only share your strategy at the brand launch party, don’t be surprised when no one cares. Consistency is what makes you famous, so make sure the brand strategy shows up in everything you do.

The bottom line

If your brand strategy isn’t helping you move, it’s in the way. Make it sharper. Make it simpler. And most of all, make it count.

If you need a wingman to help you build your brand strategy, talk to us. We’ll make sure it sits at the heart of your culture, instead of forgotten on a cloud folder. Drop us an email or give us a call.