What does brand strategy have to do with creative output?

"What are you good at?" That’s a great question related to career development because if answered, it helps unlock an identity piece that compels us to action. Where I'll focus my efforts, who I want to talk to or meet, and what future roles or positions I want to consider.

It also helps me remain "top of mind" when people think about a project or initiative and how I might be useful in a certain context.

I think it's true of brands and orgs also. Knowing who you are helps you know what to do. This is basically brand strategy. And it's what I'm good at it. :)

I lead design teams and do fair amount of design myself and I risk overstating it, but I'll go for it anyhow, design is useless if not fundamentally connected to clear, actionable strategy.

I made a few simple slides to illustrate how that works.

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What’s brand’s brand?