Brand strategy is an area of business that has become increasingly popular in the past few years. The term “brand strategy” may sound a bit complicated, but like most business jargon, it actually has a simple definition. Brand strategy is a long-term plan for the development of a brand to achieve specific goals. So, someone who works as a brand strategist helps businesses come up with a plan to keep their brand and company sustainable, and on-track to achieving its goals. Brand strategy is important because it allows businesses to keep their goals in mind, and focus on what has to be done to achieve those goals. Without this area of businesses, huge and longstanding companies, like Disney and Nike, would not have been able to stay successful for several decades. One thing that brand strategists work against is allowing the business at hand to fall into the “short-term trap.” This term refers to focusing on goals in the near future only, and not keeping in mind crucial, long-term goals. Building a brand takes time, and even though it can be frustrating for businesses, it is necessary to be patient and focus on right now, but also on the future.