Let me take you back to a moment.
You’re lacing up your running shoes at 6 a.m. You’re tired. It’s dark outside. But you glance down at your feet, see the swoosh, and somehow, that simple Nike check gives you a mental push: “Just do it.”
You’re not just wearing sneakers—you’re tapping into a feeling, a belief, a brand. That moment is not a coincidence. It’s the result of brand strategy working in harmony with business strategy.
And yet, behind the scenes, most entrepreneurs, leaders, and even marketers struggle to clearly separate these two concepts. Brand strategy and business strategy often get confused—but they’re not the same. Let’s break it down and clarify how they work together, using Nike as our example.
The foundation: Strategy is all about choices
At its core, strategy means making clear, intentional choices.
Whether you’re talking business, brand, or marketing strategy—clarity and cohesion are key. These strategies should build on each other, not compete.
Think of it like this:
- Business strategy is the game plan—where you’re headed, what markets you’re playing in, and what you’re prioritizing to grow.
- Brand strategy encompasses the emotional and cultural aspects—why people should care, what you stand for, and how you’re remembered.
Let’s explore this by answering three fundamental business strategy questions and see how Nike brings clarity to them:
1. What are we aiming for? (Our vision and goals)
Nike’s vision is bold:
“To bring inspiration and innovation to every athlete in the world.”
(And by their own definition, if you have a body, you’re an athlete.)
That’s a strategic choice. Their business strategy is rooted in growth through innovation, digital transformation, and expanding global access to sport.
But here’s the catch: customers don’t get excited by market share. They care about meaning. That’s where brand strategy enters.
Nike’s brand strategy makes this vision emotionally resonant. It turns a growth goal into a personal mission: empowerment, equality, motivation. “Just Do It” isn’t a slogan—it’s a call to action that aligns deeply with their audience’s identity.
2. Where do we play? (Markets, categories, geographies)
From footwear to sportswear to wearable technology, Nike’s business strategy defines where it competes: global markets, fitness and lifestyle segments, and innovation-driven categories like the Nike App and Nike Training Club.
But the brand strategy clarifies why people follow them across all these spaces. Nike doesn’t just sell shoes—they sell self-belief. Performance. Progress.
This emotional positioning allows them to expand categories without diluting their brand. A running shoe, a yoga mat, or a smartwatch all still fit into the same empowering narrative.
3. What are we focusing on? (Growth pillars)
Nike’s growth priorities—like digital innovation, direct-to-consumer sales, and sustainability—are clear business choices.
But brand strategy brings these pillars to life.
Let’s take sustainability. Business strategy might focus on reducing emissions or creating circular product lines. Brand strategy turns that into movement: “Move to Zero.” It becomes a rallying cry for conscious consumers and employees alike.
And that’s the missing piece in most business strategies:
Why people are going to care.
Customers don’t care about your carbon offset percentages. They care about what it means to them. That’s brand strategy in action.
So, how do they work together?
Let’s recap, using Nike as a model:
| Business Strategy | Brand Strategy |
|---|---|
| Increase direct-to-consumer revenue | Build emotional loyalty through personalized experiences |
| Expand in digital & fitness tech | Position Nike as your coach, partner, and motivator |
| Enter new global markets | Translate “Just Do It” into local, relevant narratives |
| Prioritize sustainable innovation | Inspire change with stories like Move to Zero |
Bringing it back to you
If you’re a brand strategist, marketer, or business owner, you’re likely working with decisions that fall under the business strategy umbrella. But your real magic? It lies in helping people care about those decisions.
You’re answering the questions most business strategies skip:
- Why do we exist?
- What do we believe in?
- How do we do things differently?
- What makes people want to belong?
And that’s what transforms a brand from something people buy to something people believe in.
Final thoughts: It’s simpler than it sounds
Business strategy, brand strategy, marketing strategy—it’s easy to feel overwhelmed by the jargon. But here’s the truth:
It all comes down to clear choices.
The goal is integration. One strategy supports the other. A brand gives meaning to business. Business gives the brand a direction to move toward.
So the next time you’re mapping out a strategy, don’t just ask, “What are we selling?”
Ask, “Why should anyone care?”
That’s where your brand begins.
Let’s end the year with clarity and confidence.
If you’ve ever felt like strategy is too complicated—know this: it’s not. You already have the questions. Now it’s time to choose the answers that truly resonate.
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