What should you do instead?

Brand strategy is often misunderstood, even among experienced business leaders. At Frost, we feel that it’s time to break down some of the myths surrounding brand strategy and help people understand better that it’s a powerful, practical business tool, not just a creative process.

After years of helping brands evolve and thrive, we’ve shared four major misconceptions about brand strategy that are costing businesses growth and impact. Inspired by the insightful work of Sarah Robb, we’ve added our own perspective to help you tap into the full potential of your brand.

Myth 1: Brand Strategy Is Just About Logos and Visual Identity
Why design is only the tip of the iceberg.

For many businesses, brand strategy starts and stops with design. While your logo, colour palette, and tone of voice are important, they’re only tools to support something much deeper, your brand’s purpose and how it delivers value to customers, employees, and stakeholders.

Think of it this way, a beautifully designed ship without a compass will drift aimlessly. At Frost, we position brand strategy as the compass that aligns every decision across your organisation from marketing to recruitment, product innovation, and even customer experience.

Studies show that brands with clear strategies grow faster, spend less on customer acquisition, and attract and retain top talent. Your brand’s visuals should reflect a strategy rooted in your unique value, but that strategy should also guide how you operate. A compelling logo won’t save a business if its internal and external actions aren’t aligned.

Myth 2: Brand Strategy Should Focus Only on Customers
Why employee buy-in can make or break your brand.

There’s a dangerous assumption that brand strategy is just about pleasing customers. In reality, the most successful brands embed their strategy within their internal culture. Employees are your brand’s frontline ambassadors, if they don’t understand or believe in what your brand stands for, how can you expect your customers to?

At Frost, we often work with brands to ensure their internal teams aren’t left out of the strategy process. It’s about more than delivering training manuals; it’s about creating a culture that lives and breathes the brand’s values. In fact, organisations with engaged employees outperform competitors on multiple growth metrics.

If your brand strategy isn’t driving excitement, purpose, and engagement among your employees, you’re only using half of its potential. Let’s flip the script. Make your employees your biggest brand champions.

Myth 3: A Strong Brand Strategy Can Be Created in One Workshop
Why great insights require patience and the right process.

We understand the appeal of a quick-fix approach, gathering executives, brainstorming ideas, and walking away with a “plan.” But at Frost, we’ll caution against this. True brand strategy comes from comprehensive research and insights that you can’t uncover in a single session.

Workshops are valuable, but they’re just one part of the process. You need internal feedback, customer research, and competitor analysis to understand where your brand truly fits and how it can differentiate itself. As Marty Neumeier said, “Radical differentiation isn’t just a choice—it’s survival.”

By investing time in gathering insights and validating your strategy, you ensure that your brand decisions are built on a solid foundation, not gut instincts. The best strategies emerge when creativity meets data.

Myth 4: Brand Strategy Is Too Complex for Small or Growing Businesses
Why clarity, not complexity, is key.

We’ve worked with brands of all sizes, from local independents to established corporations, and one thing is clear: size isn’t a barrier to strategic success. Brand strategy isn’t about complexity—it’s about clarity.

Many small businesses hesitate because they think brand strategy involves endless jargon or costly consultants. In reality, it’s about answering core questions: Who are you? What makes you different? Why does it matter?

At Frost, we cut through the noise to help you define your “onlyness”—that unique quality that sets you apart and resonates with your tribe of customers and employees. As Sarah Robb rightly points out, a strong brand strategy doesn’t require a degree or MBA; it requires practical tools and thoughtful execution.

Frost’s Takeaway: Strategy Is the Backbone of Brand-Driven Growth
If you’ve been approaching brand strategy as a creative endeavour or skipping key internal steps, you’re leaving growth opportunities on the table. At Frost, we see brand strategy as a growth lever—a way to build momentum and deliver sustainable value both internally and externally.

So, what’s next for your brand? Let’s talk about how we can collaborate to build a strategy that delivers more than a pretty logo. It’s time to put your brand to work in ways that matter.

Ready to redefine your brand strategy? Connect with the team at Frost today.