What is strategy first and design second Formulating appropriate business strategies is an important strategy for enterprises to gain sustainable competitive advantages in their industries. Clarifying strategies and prioritizing space design with strategies in mind is an effective way for brands to win market and brand campaigns at every stage. Business strategy is like the overall battle of brand development, and each stage of brand growth can be seen as a battle, and each space presentation is a war. Only when the overall strategy is correct, each battle will have a more detailed and clearer combat policy, and this set of strategies and policies will help the brand clarify its goals in each war, that is, in each space design, there will be clear design criteria according to the business strategy, so that every war can be won, and every stage of the battle in the market competition can be won, and finally help the brand gain lasting vitality and stand firm in the fierce market competition. Brand business strategy is the response that enterprises take in a competitive environment to form advantages and create space for survival and development after considering their own strengths and weaknesses. Formulating appropriate brand business strategy is the best way for a company to gain sustainable competitive advantage in its industry. Only brands that win in strategy can eventually have the possibility of continuous growth at the sales level, the possibility of accumulating brand assets at the market level, and the possibility of capital formation at the enterprise level.