A brand strategy is not limited to logos, designs and names, rather, it encompasses every aspect of a business. A brand should present customers with an honest, transparent depiction of its mission and values, and a consistent, recognizable experience throughout all channels. Additionally, the actions of a brand and its leadership should align with the mission, vision and corporate social responsibility of the brand.
Brands should take the time to reexamine their mission and values to ensure that they are still in alignment with those of their customers, with a greater understanding of brand perception, customer needs and expectations, and segmentation.
