"Strategy" is a word that's been thrown around a lot in the last few years. Some people look at the term and scoff at it. Some people get it, but they don't understand how it helps their brand. And some agencies overuse the word and then don't follow through when it's time to sell the concept and get their client onboard.
Strategy can take many forms, but at the core level, it's a simple thing. What is strategy? It's figuring out who you are, what you're saying, and how you're telling your story. Every piece of content you put out into the world, every line of copy, every email newsletter you send - it all needs to be part of a strategy. Strategy is what gives your company a direction, a purpose, and a point.
Those companies who don't take to strategy falter. They put out work that doesn't have a point of view, feels disconnected, and doesn't actually say anything. Strategy is that thing that guides you forward. Every company needs a strategy. And every agency needs to sell strategy and mean it. When those two things are aligned, good things happen.