Brand strategy IS your business plan.

Ok it doesn't go into financial details, but it does inform them! I hear a lot of people putting their branding strategy lower down on their priority list when other things might be messy in their biz, thinking it's just marketing. Defining your branding strategy is so much more than that, it's you're rule book for visuals and positioning, yes, but it's also the guide that you ladder ALL of your choices back to; from client experience, to employee conduct, to management style, and yes – even to financial choices. It makes it so much easier to stay consistent which will foster purpose and growth.