A great product that's delicious will find its way to the drinker.

"A great product that's delicious will find its way to the drinker."

• Jim Koch, Boston Beer Co.

After hearing this quote on the "How I Built This" podcast, I had two thoughts:

1. Jim Koch is an eternal optimist who believes that a quality product will eventually succeed. After all, he spent 10 years trying to sell its Hard Core cider

2. Even the best products fail because the "if you build it, they will come" approach to business doesn't always work.

Koch has the luxury of a product portfolio powered by Samuel Adams. His company can experiment and exercise patience even when a new product struggles.

For most companies, however, it's not enough to build the best products. They are tickets that provide access to the game, but success is far from guaranteed.In other words, good isn't good enough.

You need great marketing and sales, but a key pillar is brand strategy.It's how companies position their products as different, unique and better, and the obvious option when prospects start to explore purchases.It's about discovering something about your product that allows it to stand apart, even in a minor way.

It's that thing that makes a prospect say, "Huh, that's interesting."

It's about building trust. More than 80% of consumers said they need to trust a brand to consider purchasing.

Brand strategy also involves:

• Competitive positioning and how you stand apart. You don't want to walk and talk like rivals.

• The messaging on your Website, campaigns, and marketing and sales assets. Your story is clear, easy to understand, and compelling.

• Your brand personality, story, and identity.

• Brand values and how it aligns with your customers' values, needs, and priorities.

• Brand story that guides customers on how to think about your brand and creates emotional connections. It's how to attract customers and have them remember you.

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Want to stand out amid fierce competition? Let's talk about reimagining your brand strategy and positioning.