How to measure strategy
I've been thinking heaps about strategy lately. Could it be a separate service, or is it just a byproduct of the branding process? What, even, is it? Why are Strategy departments prevalent in agency land, but not in-house?
Mar 3, 2026
Mar 2, 2026
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min read
Strategic vision. So vague. So vital. But damn hard to measure the success of!
Here are some of the ways it could be:
1. Brand Coherence
Coherence doesn't apply strictly to brand guidelines but to all touchpoints. It's the broader brand ecosystem and consistency in how the brand is perceived internally and externally.
2. Stakeholder Excitement
The best outcomes are when stakeholders are engaged as partners. When I think back on my most rewarding projects, I clearly understood the stakeholders' goals and objectives. When work is grounded in their needs, they feel valued. And that naturally builds enthusiasm and support.[Note: this is the fourth layer in Maslow's hierarchy of needs.]
3. Internal Alignment
Strategic vision shouldn't be limited to the Marketing department. It touches every corner of the company: Sales, Engineering, Product, and HR. It's one cohesive output. Put simply, it answers fundamental questions: who are we and where the f are we going? As an external agency, it's like being the linchpin between the client's needs and execution. Strategic vision is like the torch that guides all of us forward.
4. Leadership presentations and buy-in, which leads to...
I love blue sky exploratory projects. But even if some aspects or ideas are inherently wild (as they should be!), the end result tends to be more grounded in reality. And it's typically this very end thing that equips stakeholders to sell it up the approval chain or across the org.
5. Inspiring Implementation
Ahh, the final step. The business case is so strong, the roadmap so clear, that teams are galvanized into action.
At the end, it's not just understanding what to do, but why it matters for the business. That leads to the greatest impact.