. Branding
How I Write a Strat Doc: A Peek Inside my Approach
Writing a strategy document (or "Strat Doc" for the cool kids in the room) is a bit like making a cup of artisanal coffee. Sure, anyone can throw together some instant stuff, but a well-crafted strategy? Now, that’s a blend of artistry, precision, and a dash of magic dust.
Let me take you through how I approach it, with just enough wit to keep you awake (like that coffee I mentioned).
Every Strat Doc starts with a brief. Or at least, it should. In reality, the brief often looks more like an interpretive dance, vague enough to mean anything or everything. Think: “We need to grow the brand by innovating our approach to the digital landscape” – which is essentially a cryptic way of saying, “Please fix everything.”
So, I get my mental machete out and hack through the jungle of vague asks until I can identify what’s really needed. (Pro tip: asking "what’s the real problem here?" about 47 times helps.)
Once I've clarified the objectives (and maybe grabbed a second cup of coffee), I dive into the data. This is the part where I pretend to be a scientist, dissecting metrics, user behavior, and market trends like I'm wearing a lab coat.
I believe in informed creativity—knowing your audience better than they know themselves. It's kind of like being a mind reader, but without the velvet curtains and weird crystal balls.
My tools? Google Analytics, heatmaps, market research, competitive analysis, and maybe a sneaky scroll through TikTok. You’ve got to stay relevant, after all.
Now comes my favorite part: figuring out who we’re talking to. Sure, data tells me they're 25-34, live in urban areas, and love online shopping. But I’m not creating a strategy for statistics; I’m creating for people.
So, I break down their pain points, motivations, and what makes them tick. I go beyond the numbers and imagine actual personas—like Susan, who’s shopping for a mobile deal but doesn’t want to sell a kidney to afford it. Or Lerato, who’s tired of bad internet, but has no idea where to start looking for better service (spoiler: Best Internet to the rescue).
Now that I’ve got my insights, it’s time to get creative. This is where the magic happens: ideation. I think about how we can genuinely solve the audience’s problem, while delivering a memorable brand experience that will make them feel like we’ve been reading their minds.
For example, with iKhokha, I didn’t just overhaul the brand’s identity for aesthetics—I led with a vision of making payment solutions more approachable and human. People don’t want to feel like they’re dealing with robots when it comes to money; they want ease, clarity, and a little bit of flair. (Hence the 400% year-on-year growth. Just saying.)
Next comes the tactical part—turning the grand vision into actionable steps. This is where the Strat Doc earns its stripes. I break it down into clear objectives, timelines, deliverables, and KPIs that’ll actually help us measure success.
Think of it as the blueprint for building something great—minus the Allen wrench and missing screws.
Also, everything ties back to the big idea. If it doesn't ladder up to the main objective, it gets axed. Clean, simple, focused.
Now, writing a strategy document isn’t just about stuffing it with words—it’s about how you sell the vision. Think less “dry report” and more “TED Talk.” I package it up with beautiful visuals (because I’m a designer at heart), snappy language, and a bit of storytelling flair.
Whether it’s presenting to clients, stakeholders, or the team, I make sure it’s an experience—the kind that leaves people nodding along and saying, “Yes! That’s exactly what we need.”
After all, if no one’s excited about the strategy, it’s already dead in the water.
Finally, the real fun begins—executing the strategy. But that’s a whole other article! For now, I’ll just say that the execution phase is where all that planning, creativity, and strategic thinking come to life. This is where campaigns, websites, and digital experiences get built, launched, and optimized.
It’s like watching your baby walk for the first time, except less sticky and more scalable.
Creating a Strat Doc may not involve actual rocket science, but it sure feels like it sometimes. It’s a balance of creativity, data, structure, and, of course, a dash of humor to keep things light (because when is anything ever delivered without a few curveballs?).
And if you’re lucky, you’ll land that magic moment where the strategy aligns so perfectly with the market that you see the kind of results that make the next Strat Doc just a little easier to write.
Until then, I’m going to brew another cup of coffee and get back to work.
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