Strategic branding is the key to growing your business — Sasha Strauss | Innovation Protocol

In today’s crowded marketplace, customers need more than just a product or service — they need a clear reason to choose you. In this episode of The Roadmap, host Lee Heisman is joined by Sasha Strauss, CEO and founder of Innovation Protocol who explains why having a strong brand strategy is essential for small businesses and entrepreneurs who want to build lasting relationships with their customers and stand out from the competition.

Brand strategy is about defining the meaning behind your business — how people see you, why they should care, and what makes you different. This meaning influences customer choices more than price or features, especially when so many businesses offer similar products.

Strauss points out that the average person sees thousands of marketing messages every day. The human brain quickly learns to ignore anything that does not feel personally relevant. That is why a clear, intentional brand strategy helps small business owners cut through the noise and connect with their customers on a deeper level.

Strauss breaks down brand messaging into three simple questions:

• What does your business do?
• Why do you do it?
• And how does it improve your customers’ lives?

Answering these questions clearly helps business owners stay focused and build trust with their audience.

"There is not something at the top of those organizations that is like a wizard, a magical mind, someone who knows things that you don't know... They're ordinary people like you and I... They're just trying to figure it out every day."

Strauss also highlights the importance of personal branding for entrepreneurs and small business leaders. By sharing their own stories and values, leaders can make their businesses more attractive not only to customers but also to potential employees. This is especially important in today’s competitive labor market.

Strauss encourages small business owners to avoid chasing every new marketing trend. Instead, focus on clarity and consistency in brand messaging. Businesses that lead with purpose and meaning tend to perform better over time than those relying solely on tactics or promotions.

Finally, he reminds entrepreneurs that branding is not just a marketing task but a leadership responsibility. Building and maintaining your brand meaning should come from the top and be woven into every part of your business — from your team culture to the customer experience.