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Why Your Brand Strategy Might Be Broken

+ how to fix it

Author

Beth Chapman
July 04, 2025

It’s dangerously easy to build a brand strategy based on what we wish were true.

You’ve got the vision.
The tone.
The manifesto.
But…hold on a minute…
you didn’t actually speak to one single customer, or potential one at that!

(whoops…)


A lot of brand strategy work is still built from the inside out – not from the customer in, and that’s where things start to fall apart.

Because real strategy doesn’t live in your pitch deck. It lives in the day-to-day lives of your customers – in their habits, pain points, irrational behaviours and emotional triggers.

If you’re not building from that, it’s pure guesswork and a very costly one at that!

Not to worry though, we’ve all been there.
Assumed what customers care about.
Projected our own desires onto our messaging.
Fallen in love with a brand truth that didn’t land, let alone make any sense to the casual passerby.

Speaking of which…


"Feel good. Do good." – Said any B Corp-certified business trying to be profound

Translation: We care, but in a very generic, low-risk way. » Could apply to oat milk, tampons, or compostable dog bags. No one knows.


"Sleep better." – Said any CBD or supplement brand ever

Translation: We Googled what people want and called it a strategy. »Yes, Cheryl. So does turning your phone off before bed.

"Powered by nature." – Said every wellness drink you've ever impulse bought at Planet Organic

Translation: We threw in an adaptogen and crossed our fingers. » Nature also powers arsenic and poison ivy, but sounds good….I guess?!

The best strategies don’t come from brainstorming sessions or bold taglines.
They come from listening.
From insight.
From uncovering what’s really going on in your customer’s world – and meeting them there.

So before you invest in that rebrand or chase that bold new positioning…
Pause.
Ask:

  • What’s the real problem we’re solving?

  • How does our product make people feel?

  • What emotional or cultural moment are we tapping into?

Assume less. Discover more.
That’s where strong brands start.

Closing Thought:
The truth might not always feel big or bold.
But if you build your brand strategy on it – you’ll end up with something that resonates, scales, and actually works.

Here’s a good example…Vinted.

The mission isn’t massively profound, but it speaks true.

Stay Bold, Stay Brilliant

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Let’s make moves,
Beth

Disclaimer: I share advice from my own experience. Every business is unique, so tailor these ideas to fit your needs.