The Experience determines identity model above marks out the key aspects of an organisation that determines it's identity.

Everything an organisation is and does represents the total experience of its brand identity. This 'total experience' determines the organisation's identity in material, linguistic and gestural terms, all three of which, in combination, contains all shareable experience.

Central to a brand identity is the brand strategy. This is the 'directing' and 'self-aware' mechanism of an organisation. Brand strategy helps determine business strategy and has a strong influence over its products and services.

Some top-tier brand consultancies go so far as to propose that brand strategy encapsulates and also determines products and services but I believe this is a step too far. Products and services are most often born of environments that brand strategy cannot influence directly or ever determine outright. With this in mind it's important to make a distinction between business strategy and brand strategy.

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You are welcome to use the ideas presented here as long as you actively credit Andrew Sabatier.
To find out more about what this model means for brands please contact me.