In the grand theatre of marketing, branding is the star that shines the brightest. It's Jonathan Sankey here, Brand Strategist at CUT THRU to guide through the labyrinth of brand strategy, ready to share the distilled wisdom from my years in the trenches. Let's dive into the core principles that have shaped my perspective on branding.

Firstly, let's debunk the myth that AI for branding and digital marketing is the be-all and end-all.

Yes, the digital age has revolutionised how we communicate, but it's just another tool in our arsenal. The fundamentals of marketing haven't changed. We're still in the business of understanding and influencing human behaviour. So, whether it's a billboard or a banner ad, remember, it's the message, not the medium, that matters.

Secondly, let's talk about differentiation.

In the cacophony of today's market, standing out is paramount. But differentiation isn't about being different for the sake of it. It's about carving out a unique space in the consumer's mind, a space that's relevant and meaningful. It's about understanding your brand's DNA and amplifying it.

Next, we move onto brand purpose.

It's become a buzzword, hasn't it? But let's not confuse purpose with philanthropy. A brand's purpose is its raison d'être, the reason it exists beyond making money. It's not about saving the world; it's about serving your customers better.

Now, onto brand positioning.

It's a concept that's been around for decades, yet it's often misunderstood. Positioning is not what you do to a product; it's what you do to the mind of the prospect. It's about perception. Your brand positioning should be a beacon, guiding every decision, every communication, every product launch. Check out our article on the 3 C's of Positioning to learn more.

Let's not forget about brand consistency.

In our quest for innovation, we often overlook the power of consistency. But remember, consistency breeds familiarity, and familiarity breeds trust. Your brand is a promise to your customer, and every touchpoint is an opportunity to reinforce that promise.

Finally, let's address the elephant in the room - brand valuation.

It's easy to get lost in the numbers, but remember, a brand's value is more than its financial worth. It's the sum of every experience, every interaction, every memory associated with it. It's intangible, yes, but it's also invaluable.

In conclusion, branding is not a sprint; it's a marathon.

It's not about quick wins; it's about building lasting relationships. It's not about chasing trends; it's about staying true to who you are. So, as you navigate the complex world of branding, remember these lessons. They've served me well, and I hope they do the same for you.