If you see a set of keys on a table, somebody else keys, they look so terrifyingly unknown. Take your friend’s keys in your hand and… blank, nothing. You have no idea of what are they good at. It sounds stupid but you know exactly what these keys do as a tool: “They open doors, cabinets, boxes, etc.”. Still, in that moment when you hold an unknown set of keys, because you don’t know where they could be used and which doors they open, you have an acute sense of “uselessness”. You have a perfectly good tool that is totally useless for you.
Like with the keys, if you get them one by one, if you associate them exactly with a “Where” and “What door”, if you contextualize each key then they become yours. Your indispensable set of keys. The idea is to never assume that brand strategy comes easy, like out of the box and ready to go type of thing. Even more, in brand strategy, you have to do your own locks, your own doors, and cabinets, just because you and your business are truly unique.