When everything matches but nothing connects
Why “looking strategic” isn’t the same as having a strategy.
My new boss sat me down one day and showed me a series of posts from a university out west — all beautifully coordinated. Each one followed the same visual theme. They looked professional, cohesive, and carefully planned.
“This,” she said, “is what I want for us.”
“Matching social posts,” she added proudly.
When I asked what she wanted to communicate, she paused. She wasn’t sure — she just wanted it to match. This was her marketing plan.
It’s a story that still makes my right pit sweat (my “tell” when someone crosses a line). And it happens all the time. (Clinical Secret — made for me.)
That moment stuck with me because it revealed something deeper: in organizations everywhere, people confuse the look of strategy with the work of strategy.
How to spot a classic tactician
A tactician thinks in outputs:
“We need a post.”
“Let’s make a video.”
“We should be on TikTok.”
A strategist thinks in outcomes:
“What are we trying to make people understand?”
“What do we want them to do?”
“What would success look like?”
Tacticians make things. Strategists make things matter. The magic happens when they work together.
Why the tension never goes away
In fast-moving organizations — especially nonprofits— it’s easy to live in reaction mode. Deadlines, events, and board reports demand visible results. Tactics give us something to show.
Strategy, on the other hand, takes time and conversation. It requires asking questions that can feel uncomfortable:
“What are we really trying to achieve?”
“Is this activity moving the mission?”
“Could we do less but with more impact?”
Without that reflection, even the prettiest campaign becomes background noise.
Strategy gives tactics meaning
When your communications team has a clear strategy — the why — every tactic starts to pull in the same direction. Matching visuals become more than aesthetic harmony; they become cues that reinforce purpose.
A post isn’t just on brand: it’s on message.
A campaign isn’t just consistent: it’s coherent.
A message isn’t just clear: it’s connected.
That’s the difference between busy marketing and effective marketing. Strategy makes design and storytelling mean something.
How to spot the difference
When you’re tactical-only:
You start with deliverables.
You measure activity.
You chase trends.
You ask, “What should we post?”
When you’re strategy-first:
You start with outcomes.
You measure the impact.
You reinforce your mission.
You ask, “What do we want people to understand or feel?”
The sweet spot where strategy meets execution
The best communicators straddle both worlds. They can zoom out to set direction, then zoom in to execute with precision.
When strategy and tactics work hand in hand, your organization doesn’t just look good — it communicates well. Every touchpoint, from social media to sponsorship pitch decks, becomes part of the same conversation.
Because matching posts are fine. But matching purpose is what makes a brand unforgettable.
In the end, it isn’t about making things match. It’s about making them matter.
(I can’t believe I just wrote that. Have we covered that I’m a graphic designer?)
