Imagine your company has developed an exciting innovation. You're eager to take the market by storm. You launch it with all the bells and whistles. And then… nothing happens. How is that possible? Well, chances are you either thought about your go-to-market strategy and the new product branding too late or too little.

The perfect link between innovation and branding
This blog was partly inspired by the Innovation Strategy course by Geert Vanhees (4Growth). I was particularly struck by the parallels between innovation strategy and branding.  A strong innovation strategy consists of several key elements that perfectly align with a solid brand strategy and identity. If we take a closer look, we see how the two are inseparably connected:

• Strategy and innovation
  Just like an innovation strategy, a brand strategy must be clear and focused. Both processes begin with a strong vision and mission, serving as a guiding principle for all future decisions.
  
• Culture and innovation
  A strong brand culture enhances consistency and recognition. Brands with a clear identity and values can embrace and integrate innovation more easily.
  
• Opportunities and customers
  Customer co-creation is crucial for both strategies. Customers provide valuable insights that strengthen both innovation and brand development.
  
• Choices and investments
  Investments in innovation are inherently strategic, planned with a long-term perspective. Similarly, brands invest in initiatives that contribute to sustainable growth.
  
• Projects and results
  Both innovation projects and branding initiatives require careful management and execution to ensure success. This demands a structured approach and continuous evaluation.

Analytical and strategic methods
Both innovation and branding benefit from strategic models that provide direction.

• The Ashridge Mission Model helps formulate a clear mission and vision.
• The Value Discipline Model (Tracy & Wiersma) refines strategic focus.
• The Value Proposition Canvas aligns product development with customer needs.
• Trend research ensures that both innovation and branding strategies remain relevant and future-proof.

Conclusion
Brands are of strategic value to businesses. A strong brand strategy and identity form the foundation for success, just as a well-thought-out innovation strategy does for new developments.

By allowing branding and innovation to go hand in hand, you can not only enter new markets but also build long-term, meaningful relationships with your customers.