Is Your Brand Strategy Actually a Strategy?
Let’s get straight to it: if your “brand strategy” consists of a colour palette, a few tone-of-voice buzzwords, and a Notion page that says “be authentic”... then we might need to talk.
Let me explain - while you may look the part, strategy isn’t something you can pick off a Pinterest board. And no amount of warm neutrals or quirky Instagram captions will fix a directionless brand, even if your aesthetics are a vibe.
I say this with love — and also a bit of tough stoic energy — because I’ve been there too. Building a business is hard enough. Trying to also figure out your “why,” “how,” “who,” and “what do we even stand for?” while juggling sales, socials, and sanity? No wonder so many people settle for vibes over vision.
But that’s why Virtue Studios exists. To cut through the fluff, bring back clarity, and help brands mean something again.
So, let’s break it down — what’s actually a brand strategy, and how do you know if yours is working?
What Even Is a Brand Strategy?
It’s not just your logo.
It’s not just your writing style.
And it’s definitely not your Canva moodboard labelled “Brand Aesthetic.”
A brand strategy is your core operating system. It’s the why behind your actions, the how behind your marketing, and the who behind your tone of voice. It’s what makes you memorable, trustworthy, and different from the dozens of other businesses offering what you offer.
At Virtue, I break it down into four pillars:
Purpose – why you exist beyond making money
Positioning – who you serve and how you stand out
Personality – how you show up (tone, values, visuals, energy)
Plan – how you execute all of the above in a way that grows your business
If any one of those is missing? You're coasting.
Vibes Without Vision = A Very Expensive Hobby
Here’s what I see time and time again:
Founders launching with a gorgeous visual identity, only to go quiet six months later because they “don’t know what to post anymore.”
Marketing managers endlessly tweaking copy because “it doesn’t sound like us” — but nobody can define what “us” even means.
Small teams chasing shiny content ideas and trends without knowing if it’s actually building trust or moving the needle.
A beautiful brand without a solid strategy is like buying a designer outfit with nowhere to wear it. It might impress your friends, but it won’t grow your business.
How Do You Know If You Have a Real Brand Strategy?
Try this gut check:
Can you clearly state your brand’s purpose in one sentence?
Can your team describe your brand personality without using the word “authentic”?
Can you explain why someone should choose you over your closest competitor?
Do your values show up in your work — or just on your About page?
Do you have a plan to bring your strategy to life across marketing, sales, and content?
If you're squirming right now, don’t worry. This isn’t about shaming — it’s about simplifying.
I built Virtue Studios to help businesses like yours get clear, consistent, and confident in their brand direction — without losing their soul in the process.
You can also take my quiz as a starting point. 16 questions. Full breakdown report back to you. Simple.
What Makes a Good Brand Strategy?
So you’ve heard me be a little bit critical, so let’s break down what a good brand strategy looks like. It’s actually quite simple:
A good brand strategy is lived, not laminated.
It shapes your decisions.
It anchors your messaging.
It evolves with you, but never abandons your core.
It helps you say yes to what aligns and no to what distracts.
It makes selling feel less like convincing and more like connecting.
And it becomes a magnet — drawing the right clients, customers, and collaborators into your orbit because they get what you’re about.
Ready to Stop Guessing?
If you’re reading this thinking “we’ve got work to do” — good. That’s the first step. Awareness is key!
Let’s make sure your brand strategy isn’t just smoke and mirrors, but something that actually drives your business forward with purpose and clarity.
I offer a free 15-minute Strategy Sounding Board session to help you pinpoint where you are now, what’s missing, and how to close the gap. No pressure. No fluff. Just clarity.
Or if you’d rather sit with things first, download the free Virtue Strategy Scorecard — a self-assessment tool to help you see where your brand stands today and what to do next.
Final Word from Me
You deserve more than a pretty logo.
You deserve a brand that feels like home.
One that supports your goals, reflects your values, and grows with you.
