The two major components of a brand strategy are passive and proactive.
Visual branding (logos, graphics, photo style etc), verbal branding (language style, names, taglines etc).
Behaviours, policy and procedure, strategic partnerships etc.
What's your brand strategy? Have you determined and have the ability to manage both your passive and proactive brand elements?
Brand strategy that takes both the passive and proactive into account are brands that do business.
Brands that are only about the 'look and feel' will diminish your perceived value.
Not having control of your brand is an opportunity for your competitor to influence your brand.
Make sure your brand does business.