Climbing the Brand Strategy Wall

What Climbing Taught Me About Building a Brand Strategy

By Peter Kelly, Account Executive

I’m an outdoors guy. One of my favorite activities is rock climbing, and in climbing, success depends on foundational strength, the objective clarity, and the agility of one’s response to challenges. If you’re a marketer, those three things may sound familiar… 

After years of scaling both literal and metaphorical cliffs, leading clients through high-stakes marketing campaigns, and guiding climbers through difficult routes, I’ve found that climbing and marketing share more than adrenaline. Climbing has taught me some essential brand strategy lessons that are grounded and growth-ready.

Lesson #1: Know Your Route Before You Clip In

No climber sets off up a wall without studying the route. They identify cruxes, lock-in resting spots, and map out their gear placement. Similarly, a brand strategy must be approached with intention. Who is your target audience? What are your competitors doing? What challenges might you face in your market landscape? Too many brands begin with content execution before developing a strategic map. The result is a confused message and wasted energy. Strategy, like route planning, ensures that every move serves a larger goal.

Lesson #2: Trust Is Everything

In the outdoors, trust can be the difference between life and death. I’ve hung 100 feet in the air, tied into a rope held by someone very, very far beneath me. In those moments, trust is non-negotiable. The same applies to brands and customers. If your audience doesn’t trust you, they won’t engage with your content or buy your product. Authentic messaging, consistency, and follow-through build the type of trust that keeps a customer loyal through the ups and downs.

Lesson #3: Leave Room for Adjustments

Even with the best plan, the mountain will throw surprises your way—a hold breaks off, a storm rolls in, or your strength runs out. In business, we experience the same. Maybe your campaign underperforms, or a competitor launches something disruptive mid-cycle. A good brand strategy builds in flexibility, allowing you to pivot without losing momentum. You need fixed points (your values, mission, and voice), but the tactics should be nimble.

Lesson #4: Celebrate the Small Wins

A successful pitch, a well-performing ad, a positive review, these are like making it to the next anchor on a climb. Small wins build confidence and keep the team motivated. In guiding, I always make time to pause and acknowledge progress. Do the same in your brand work. Recognize every milestone, however small. They’re all part of the ascent.

Lesson #5: The Summit Is Only the Halfway Point

Reaching the top isn’t the end. You still have to come down safely. In marketing, launching the campaign isn’t the finish line. Now comes optimization, customer engagement, community management, and evaluation. The descent is where you analyze what worked, what didn’t, and how to improve next time. Smart brands know how to debrief and apply those lessons.

Climbing is one of my favorite pastimes. It’s thrilling, but it’s more than that… It’s a model for strategic thinking rooted in preparation, adaptability, and trust. These same principles that provide someone the strength to summit safely will also guide any brand to sustained success.