Why have a visible artefact of your brand strategy?

Transcript

I love something that Winston Churchill once said. He said, “We shape our buildings. Thereafter, they shape us.”

With a brand strategy made into a visible artefact, as with a building’s architectural blueprint, we have a visible reminder of what we intend to create with our business.

We shape the brand strategy, and then it shapes us.

Our brand strategy artefact could be in the form of a poster, a laminated slide, a neon sign, a rallying cry, a screensaver. What is important is that it is concrete and readily accessible as we make decisions like:

What new products and features should we develop? Which should we opt NOT to develop?
What should we say to customers? To employees?
When (if ever) should we go public?
How should we evolve our business model? Our pricing structure?
Which partnerships might we enter or exit?

For all of these decision-making moments, we can reference our brand strategy artefact to decide according to our deeper purpose. When you create the shape of a building, or a company — after you shape it, it will shape you. With a visible artefact, you can grow with intention.

Do you have a visible artefact to guide your decisions big and small?

Remember, we shape our artefacts, and then those artefacts shape us. Be intentional.