It’s common to claim that strategy is execution and in many ways that statement is true. The full value of a well-defined strategy will only be uncovered when it has been flawlessly executed. However, there needs to be a dramatization of the strategy to make it come alive in a way that is relevant to key stakeholders.
From a brand strategist’s perspective, what I’m seeing is how common it is for the content and terminology of a brand strategy to be brought into execution almost as it is. Showering consumers with strategy speak.
While I’m certainly attached to my craft of articulating strategically sound statements, I am the first one to emphasize that you have to translate and dramatize the strategy definition into a clear, vibrant and meaningful language that truly engages people.
Have a look at your own strategy and how you have implemented core strategic ideas throughout your different touchpoints. Look at your storytelling and see if you can challenge it. If you peel off a few layers of broad, me-too terminology, you may end up with a more unique voice that can effectively put across what you are really about in a meaningful way.
Avoid taking the easy way out by communicating in a similar way to your industry competitors. Look outside your domain and gain inspiration from very different industries to break out of the mold and into a more distinctive expression.
Go ahead and reimagine how your strategy can be verbally expressed in a more distinct and differentiating way.