How Identity and Strategy Work Together

We don’t always think of Business Identity and Business Strategy as being connected, but they should be. One defines who you are and what you stand for. The other guides how you grow and make decisions. When these two are working together, your business has both clarity and direction. But when they’re disconnected, things start to feel off, like the work you're doing isn’t quite matching the business you want to build.

Let’s quickly break them down:

• Your Business Identity is your foundation. It includes your mission, values, and vision - your “why.” It helps you stay rooted in what matters to you and how you want to show up in your business.

• Your Business Strategy is your plan. It’s how you put your identity into action. It’s the offers you create, the clients you serve, the marketing you do, and the way you measure growth.

When identity and strategy are aligned, your business moves with more ease. Decisions become clearer. Offers feel more intentional. You’re not constantly pivoting or chasing what everyone else is doing. You’re building something that feels like yours. The clearer you are on who you are as a business, the easier it becomes to create a strategy that actually works for you.

So if something feels off, don’t assume you need to do more. It might just be time to revisit your foundation.