In art, there is a movement called Bauhaus. The fundamental principle of Bauhaus is “form follows function”. What this primarily means is that the aesthetics, the bells and whistles are not prioritised over the function of what is being designed – whether kettle, chair or artwork. Bauhaus makes it imperative to base all designs on the purpose of what is being designed. This can be used a metaphor for how you handle your brand.

When looking at your own company or brand, what are the environmental factors and organisational capabilities that informs your strategy? These are the nuances that will inform the type of structure you will need to build a healthy and sustainable brand.

Structure supports strategy. If a brand changes its strategy, it must change its structure to support the new strategy. The alignment to your core values enable for your brand strategy and therefore structure to work in unison.

When strategy informs your structure as a brand, it becomes easy to maintain stability within the value chain. Though this may primarily mean that decision making comes from the top, it encourages the inclusion opinion and input by other people who are part of the brand.

Following a set strategy for a brand does not need to be monotonous or restrictive. When done properly, your brand could deepen the understanding of customer needs, enable the team members to see the bigger picture, and open room for them to learn new functional skills.

A solid brand strategy can assist you in understanding and facilitating cross-functional aspects of your the business. This therefore means your brand would gain simultaneous focus on external and internal business requirements which leads to more integrated and holistic decision-making.

Your core competences are not the assets and unique internal processes anymore. The clear balance between strong competitive positioning and the pace of market growth is essential.