Many assume brand strategy is purely visual, but it’s much deeper than that. It answers three crucial questions: Who are you? What do you do? Why does it matter? Your website and marketing materials aren’t going to be enough to answer these questions. Your customers learn who you are from the experience you provide them through day to day interactions with your brand from inquiry to purchase of services to follow up emails after the sale. How you handle this relationship is everything. If your brand claims to be about action but never follows through, your audience will notice.