Let’s keep this simple. Here’s the framework:
In order to . . . (objective)
We will . . . (strategy)
By . . . (tactic)
Live it. “
It’s really that easy. Your brand has overarching goals. They don’t differ too dramatically from company to company much: increase sales, reduce churn, etc. Annually your objectives should remain relatively stable: Increase product trial, product size, frequency, renew subscriptions, setup fees, cross-sell and the like. Strategies are the method to achieve your objectives. Tactics are the hands on tools and actions you will be taking to execute your strategy and achieve your objective.