When your business strategy and brand strategy are aligned and fueled by purpose, you stay on course to achieve your goals.
Under the traditional business model, business strategies and brand strategies were often separate and did not always interact or support one other. Ideally, when a company is working from its purpose, brand and business strategies work hand-in-hand. Like purpose, they are integrated and communicated across the entire organization.
When companies invest the time to align their brand strategy, business strategy and purpose, they build the foundation for successfully staying on course. And when strategy and purpose are combined in a written strategic plan, then a company can truly take off.