When it comes to branding, you can either be proactive or reactive.
You can take control of the rudder and steer things in the direction you want them to go or simply allow the waves generated by the activities of your competitors and customers to land your wherever they please.
Leaving things to chance is not a good marketing strategy or any other kind of strategy for that matter.
However, being in charge of your brand’s destiny will make you more competitive and put you on the path to becoming a successful brand.
As a business, what you communicate to your audience is what shapes their perception of your brand.
Your brand messaging strategy determines how you shape those perceptions and what impact they have on your brand success.