The Difference Between Brand Strategy and Business Strategy (And Why You Need Both)

While listening to one of my favorite podcasts, Pivot (co-hosted by Kara Swisher and Scott Galloway), recently, the topic of the HBOMax rebrand came up because of how ridiculous it is from both a business and a brand perspective. During the conversation Scott Galloway explained that what executives over at Max failed to realize when they embarked on the rebrand the first time around, was that HBO has more brand equity than any of the other brands that were part of that merger, and they conflated business strategy with brand strategy.

As Galloway continued to expound on the smarter ways for HBOMax to have approached both brand strategy and business strategy it hit me: if executives at HBO don’t understand brand strategy, then what are the odds that most other business owners understand it? 

Brand Strategy vs. Business Strategy: Why You Need Both to Grow

In the world of entrepreneurship, the word “strategy” gets thrown around quite a lot. Two of the most critical yet commonly confused types are brand strategy and business strategy. While they’re deeply interconnected, they serve very different purposes. Understanding how they complement each other is key to building a sustainable and memorable business.

Business strategy is the structure. Brand strategy is the soul.

Your business strategy is your blueprint. It’s the logic that drives your decision-making: what you’re offering, how you’re delivering it, where you're going, and how you plan to grow. Think pricing, operations, market share, sales targets, and scalability. This is the side of your business that leans into spreadsheets and measurable milestones. It’s about goals, timelines, and how you compete in your market.

Without a strong business strategy, your efforts can feel scattered. You may have the passion and drive, but no roadmap to get you where you want to go. Think of business strategy as your GPS—it tells you where you're going, how you’ll get there, and what you’ll measure along the way. It includes things like:

• Revenue models

• Sales channels

• Operational plans

• Market positioning

• Growth projections

It’s critical stuff. But it doesn’t answer the bigger, more emotional questions your customers are asking—questions like “Why should I care?” or “Why you, and not someone else?”

That’s where brand strategy comes in.

What Is A Brand Strategy?

Brand strategy, on the other hand, is your soul. It’s the emotional undercurrent of your business—the perception, personality, and values that create a lasting impression on your audience. It answers the questions: Who are we? Why do we exist? What do we stand for?

It’s your voice, your visuals, and the way people feel when they interact with your business. A strong brand strategy gives people a reason to choose you over someone else offering a similar product or service. It helps build trust, foster loyalty, and create connections that go far beyond the transactional.

Brand strategy gives your business meaning beyond the product or service you offer. It helps you carve out a space in your customers’ minds—and hearts. It includes:

• Your brand voice and tone

• Your core values and mission

• Your visual identity

• The emotional experience you create

• How you build trust and recognition over time

  
  

It’s not just about your logo or your color palette. Brand strategy goes deeper. It defines who you are as a business, why you exist, and how you want people to feel when they interact with you. And if you’re not giving it the same attention as your business strategy, you could be missing out on one of the most powerful tools for connection and growth. 

It’s the reason someone chooses you when they have five other options. It’s what keeps people coming back—and referring you to others. And it’s what turns a one-time customer into a loyal fan.

Why Business Owners Should Care

Too often, business owners treat brand strategy like a “nice to have”—something to think about after the business is running smoothly. But the truth is, brand strategy isn’t fluff. It’s foundational.

If you don’t take the time to define your brand, you end up sending mixed messages, attracting the wrong clients, or constantly reinventing the wheel. You work harder to communicate your value—and that effort rarely sticks the landing.

On the flip side, when your brand strategy is clear and consistent, everything else becomes easier. Marketing clicks into place. Messaging feels natural. Clients feel aligned. You make decisions with more clarity and confidence.

Your Business Is More Than What You Sell

Brand strategy is how you show up in the world—and it’s what people remember long after the invoice is paid. It’s not a replacement for business strategy; it’s the partner that helps bring it to life in a way that feels intentional, human, and uniquely you.

So if you’ve been focused solely on the “what” and “how” of your business, it might be time to dig into the “who” and “why.” That’s where your brand lives—and where your most powerful growth potential begins.

A Harmonized Approach to Strategy

Here’s where a lot of businesses go wrong: they invest in one strategy while neglecting the other. A solid business strategy without brand clarity can come off as cold, confusing, or forgettable. A compelling brand without business structure can lead to burnout, inconsistency, or missed opportunities.

You need both. Brand strategy fuels your marketing efforts and helps you show up consistently and authentically. Business strategy ensures that what you’re doing is sustainable and scalable. One inspires connection; the other ensures longevity.

The real magic happens when your business strategy and brand strategy are aligned. 

When your internal goals match your external messaging, you create a cohesive experience that your audience can trust—and rally behind. You stop second-guessing your decisions. You start attracting the right clients. And you build a business that not only looks good but feels right, too.

If your brand feels out of sync with where you’re headed—or if your business strategy could use some recalibration—don’t worry. You’re not alone. Strategy isn’t a one-and-done kind of thing. It’s something you revisit, refine, and realign as your business evolves.

Ready to bring both sides into balance? Let’s talk about how to supercharge your brand strategy.