The Strategy Cake đ°
Understanding the layers of business, brand & marketing strategies.
These three key strategies form the instruction manual for our businesses. We all know theyâre essential, yet many business leaders can struggle with how business, brand, and marketing strategies work together. Each one plays a vital role, but the lines between them can often feel blurred. So how do we make sense of it all?
At Firestarter, we think of these strategies as layers in a cake â distinct yet inseparable, each bringing essential ingredients to the mix and building on the layer beneath it. Without any one of these layers, the entire structure becomes either unstable or undesirable. So here we cut through all that confusion with a cake analogy (what better?) to understand the roles of each strategy and show how they fit together to create a feast for your business.
The Base Layer: Your Business Strategy
Your business strategy forms a sturdy foundation for your cake. Itâs here that you set out the vision and objectives for your company â plotting what you want to achieve, where youâre heading and how you plan to get there.Â
Why does it matter? Just as a cake needs a stable base to elevate the layers above â a solid business strategy will ensure your brand and marketing have a secure footing. Without it, thereâs nothing for them to build on.
What does it cover?
- Mission and vision: Setting out the overarching purpose and long-term goals of your company. Start with the end in mind. Build a clear picture of what you want to achieve in the next five to ten years then plan everything else to get you there.
- Objectives and KPIs: What does success look like? Here you define your targets for growth and performance. Make them achievable⊠at a stretch!
- Competitive positioning: Plotting where you stand in the market and how to gain and maintain a strategic advantage. The best plan here is to stay true to what your business does best then build on it to sharpen your competitive edge.
- Resource allocation: Planning how budgets, expertise and time are most wisely invested to help you grow. This is where you put everything into the right slots to help you achieve the best results.
- Risk management: Keeping you resilient in the face of potential challenges. Plan how youâll monitor market conditions to help you detect early indications of change and be ready to pivot if needed.
The Filling and Icing: Your Brand Strategy
Your brand strategy is the essence that runs right through the middle and all around the outside of your cake. Itâs both the filling, ensuring every bite is infused with personality (or flavour) â and the icing, seamlessly coating every inch with your distinct identity.Â
Why does it matter? Itâs what makes your cake unmistakably yours and oh-so appetising, providing a consistent experience inside and out. Your brand strategy draws from your business strategy, taking your vision and values and turning them into something your audience finds irresistible.Â
What does it cover?
At Firestarter, we use our DARE formula â Differentiation, Authenticity, Resonance, and Expression â to create this essential layer.
- Differentiation: Identify what makes your brand uniquely valuable. Consider the qualities or expertise that set you apart in your market then plan how to communicate these in the most compelling way.
- Authenticity: Be true to who you are. Your vision, values, beliefs and personality. Even in B2B this is essential â authenticity builds loyalty, credibility and trust.
- Resonance: Define your target audience, then conduct profiling to understand your ideal clients, their drivers and what they value. Shape your messaging to reflect their priorities and connect with their specific needs and goals.
- Expression at every touchpoint: Consistency is everything. Make sure every interaction â from outreach to product design to customer service â reflects your brand to build recognition.
The Top Layer: Your Marketing Strategy
Your marketing strategy is the top sponge layer, the platform on which you showcase your business to the world. Itâs covered by icing (your brand, of course), but it determines which channels and tactics you use to attract people in the first place and then move them through every stage of your funnel. Marketing is how you take your brand to market and invite people to taste and enjoy.
Why does it matter? Marketing translates your brand identity into campaigns that connect, captivate and then cultivate relationships. In B2B, this is where you define how youâll connect with your clients â whether through thought leadership, lead generation, or direct outreach. Without a strong brand foundation, your marketing efforts will lack clarity, personality and impact.Â
What does it cover?
- Channel strategy: Choosing the best channels â such as social media, email, events â for reaching your audience. Research where your clients spend their time and design your outreach to meet them there.
- Content and messaging: Creating engaging and relevant content to communicate your proposition. Share insights that showcase your expertise and credibility to build authority in your market.
- Lead generation and nurturing: Designing a pathway to nurture your prospects from awareness right through to action. In B2B, decision cycles are longer, so focus on long-term engagement. Use content and touchpoints to keep building value and nurturing relationships over time.
- Metrics and analytics: Measuring the effectiveness of your campaigns and planning how to test tactics and adjust them for continual improvement.
What could go wrong?
While whipping up your strategy cake, itâs important to be mindful of mistakes that could end in a âcaketastropheâ. đ
Let’s look at a few of the more common onesâŠ
1) Working in silo:
When your business, brand and marketing strategies donât align â cracks can become caverns. So build bridges! Collaborate across teams to make sure everyoneâs on the same page and working towards the same vision.
2) Underestimating feelings:
Focusing only on features and ROI? Remember, people buy with emotions too â even in B2B. A memorable brand identity can give people that all-important âfeel-goodâ factor to move you to the top of the supplier list.
3) Mixing things up:
Nothing erodes trust faster than mixed messages. Keep your brand consistent across every touchpoint, from your website to sales calls. Be unmistakably and undeniably you.
4) Sticking your head in the sand:
Holding on to the same old strategy while your clientsâ needs change can swiftly put you out of business. Plan to stay relevant by gathering client feedback and tracking market trends.
5) Being all things to all people:
Spreading yourself too thinly across too many channels or trying to offer too many things dilutes your impact. Instead, niche your efforts and aim for quality and consistency over quantity.
Ready to Build Your Strategy Cake?
A well-layered strategy cake is essential for sustainable growth, client trust and lasting impact. So start by evaluating each layer: Does your business strategy provide solid foundations? Is your brand identity captivating, distinct and consistent? Are your marketing efforts meaningfully connecting with clients?
At Firestarter, we specialise in creating impactful B2B brands â and part of this is formulating strategies that resonate and deliver results. Ready to build yours? Letâs chat about baking a strategy cake that fuels you to go further faster.
Fancy a slice?
