If someone asks what our advertising strategy is, ask if they mean a brand strategy that guides us or the tactics being used.
Anyone who has studied marketing, even informally, will have had quite enough of the words “strategy” and “tactics”. However, it’s important for us to understand the difference, to ensure that we have them both covered. These terms are not interchangeable – especially when it comes to branding.
Brand strategy is the long-term plan for how our brand is positioned in the market: what it stands for, and how it connects with people emotionally and intellectually. I know that sounds vague enough to almost be eye-rolling, but it is important. It covers some fundamental questions. Who are we trying to reach? What unique value do we offer? How do we want to be perceived?
The difference
Brand strategy can contribute to almost every major decision we make, from product innovation to the tone of voice we use with customers.
Brand tactics, on the other hand, are the specific actions we take to bring the strategy to life. They will cover everything we do on a day-to-day basis. The distinction matters because it’s so easy to get stuck in ‘tactics mode’ — throwing out content, advertising and trying the next new thing, without a clear strategic foundation. The obvious result will be inconsistent experiences, and a brand with no clear identity.
We’ll all have heard this before, but strategy gives our brand meaning. Tactics give it momentum.
So if someone asks what our brand, marketing or advertising strategy is, the best response is to ask if they mean a brand strategy that guides how we show up across all channels …or what they’re probably referring to, which is the message being used to drive short-term results in advertising this month. Knowing the difference separates the marketing professionals from the rest.