Most brand strategy sounds good.

It's clear, it's tidy, it's aligned. But does it demand action?

Too many strategies are built to describe the business, not distinguish it. They play back what the team already knows, repackage industry conventions, and polish it into a neat little deck that no one remembers a week later.

What's missing? A strong point of view.

Not just a position on a page. A perspective on your category and customers that actually shapes behaviour inside the business. Because real brand strategy isn't just about what you say in market. It's about how you operate: day to day, decision to decision.

A sharp perspective helps teams make choices faster. It gives product a compass, marketing a filter, and culture a common language. It brings clarity to priorities, confidence to actions, and coherence to experience.

And that's the point.

When your strategy is built around a strong internal perspective, you create alignment not just at the top, but across every team. You drive behaviour that's consistent, distinctive, and true to who you are. You build a brand that doesn't just look like something. It acts like something.

That's what creates cut-through in market. That's what earns trust, attention, and loyalty. And that's what makes brand a growth engine, not a comms wrapper.

So if your strategy isn't shaping how your business behaves, it's not finished.

Find the perspective. Stand for something. And let that belief flow through everything you do.