Brand strategy will help you clarify why your business exists in the first place in addition to what you do and how you do it. All this will help you lay groundwork on how you want to communicate with your audience and what kind of people you want to attract as clients.

Brand strategy will also help you understand your customers and what they really care about - allowing you do deliver more value!

Brand Strategy is the legwork that needs to be done in order to build the most efficient deliverables (all the visual stuff & messaging - logo, website, marketing copy etc) that resonates with your audience and sets you apart from the competition. Focusing too much on the deliverables before focusing on the strategy is like putting a cart before the horse. Once you have the strategy in place then all of the visuals and content will be driven by strategic purpose and meaning, rather then just arbitrary personal preferences that can change over time.