A brand is more than just logo and corporate stationary. It is intertwined within the entire organization—from how employees answer the phone to how the stationary is designed to the style and tone of the emails that are sent. An organization’s long-term business plan is no exception—the backbone of the plan should include the plans for the brand—how it is in its current state and plans for how it will evolve in the future.

A strong brand strategy provides an organization with the foundation on which business, marketing, and communications plans are constructed. An organization’s brand is who it is to its marketplace while the business plan is all about reaching that marketplace. The branding strategy and the business plan need to be aligned in order for either to be successful. As the business and the marketplace evolve and grow, the brand must evolve as well. An organization must continue to provide its market with a product or service that meets their needs and the brand promise to convince its audience.

Both the business plan and the brand should touch all areas of the organization and be the foundation for each and every business line—new or existing. As products and services are expanded, they should still fall within the business plan and the branding strategy to ensure the target audience’s needs are met.

Adhering to the brand through all phases of business brings the organization and its activities under the same umbrella, forging unity and distinguishing the organization from the competition.