Running a brand is a balance between execution and reflection. Most of the time, you need to be in action mode — building distribution, activating campaigns, keeping the engine running. But there are moments when you must stop and think.
A deep strategy review isn’t something you can do every day. It demands time, focus, honest discussion and cooperation. But it’s also not something you can ignore indefinitely. So, the real question is: when is it the right time to dive deep?
Doing a strategy review is less about long reports and more about asking the right questions before pressing the “action button”. It’s about pausing, examining, and making sure the energy you spend on execution is pointed in the right direction, with your teams.
The 10-Question Brand Health Check
Ask yourself these everyday, yes/no questions:
- Do we know exactly why sales are moving up or down (beyond luck or seasonality)?
- If three partners describe us, will they say the same thing?
- As we grow, are we entering better accounts — not just more accounts?
- Are we selling without constant discounts or deals?
- Do consumers and partners see us as genuinely distinctive — not just “the bottle with a funny label”?
- Can our team explain what we stand for, clearly and consistently, without relying on the founding members?
- Do trade partners feature us willingly — or only when we push or pay?
- Does our brand naturally spark new ideas for campaigns and activations — or do we struggle for stories?
- Is our portfolio strategy clear, with priorities well-orchestrated, an exciting innovation pipeline, and growth in value faster than volume.
- Are we unique in our category — or just copying others?