Brand Strategist Biggest Mistake

Want to know what is a brand strategy? Most people have a surface-level knowledge of what is a brand strategy and often fall into some common traps when creating a brand strategy.
Here’s the top mistake made when creating a brand strategy.
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ABOUT ME: I’m Julian Cole, a strategy trainer at the Strategy Finishing School. I’m also a strategy consultant to leading brands like Uber, Disney, Facebook, Apple, and Snap. Previously I was head of comms planning at BBH and BBDO New York where my team and I won over 100+ creative and strategy awards.
WEBSITE: strategyfinish...

[@Lel927]

great work :)

[@JulianCole]

Thanks! :)

[@HankScorpio94]

Julian I respect a lot of what you do but I think its worth noting that this approach is simplified to a fault.
Starting with the consumer problem skips past with the business and category context.
Also, starting with a consumer problem means starting generic. If you position your brand around a generic consumer problem, then you end up becoming like the rest of the category. Brand is about difference.
Everything should flow on from the business/brand problem/opportunity, not consumer problem.

[@JulianCole]

"I'm going to die on the hill of starting with the consumer.
If you can't sell a product you don't have a business.
It all comes back to the consumer. The business and category context is all about how people are buying or not buying your product. It speaks to their changing goals and problems that need to be addressed. The starting point is always the consumer.
Brand is not about difference either, brand is about distinctiveness. You want to be the first thing that comes to mind (category entry point) that is why we create brands.
If you start with the business you end up with Harley Davidson Cakes, Coors Water and Microsoft Zune and many more business opportunities that weren't meeting a demand. "