If you are in charge of developing the creative content in support of the brand strategy, do not present a creative option that is off strategy. If other people are developing the creative content, they should be active participants in (or at least observers of) the brand strategy formulation. Also, establish creative content evaluation criteria that includes “reinforcement of the brand’s promise and unique value proposition” as a primary criterion.
If you succeed in your brand strategy formulation but then stumble in translating that to creative execution, all of the previous work has been for naught. Don’t let down your guard during creative translation of the brand strategy. Be ever vigilant in seeing a strategy through to its proper execution.