This is the heart if the process. Your strategy is your lens.
The strategy serves as the umbrella and over-arching principle which guides the process. Effective strategy combines all goals into one comprehensive story-line, idea or plan. Strategy must rely on solid and independent market research. The strategy is the foundation of the work plan.
Strategy is about the ability to tell your story in a compelling fashion. The story must connect all dots, make sense and create affinity. Strategy is also about setting goals, designing actions to achieve them, and allocation of resources. A solid strategy connects “goals” with “resources”. It involves planning based on the finding of the research conducted
Identify relative advantage & define your main ‘offerings’
develop one organizing principle
articulate your brand’s story