Strategy and Objectives — Your Focus for This Period

The Strategy tab is where you write down what your brand is focused on right now: the plan for this quarter or season, what makes you different, and the objectives you’re working toward.

• One active strategy at a time. It has a title, an overview, a differentiation statement and a start and end date.
• Objectives under it. Each objective is one goal, with a type: Awareness, Engagement, Consistency or Positioning.
• Orsa AI reads it. Orsa AI knows your active strategy and its objectives in every chat, and uses them when it suggests ideas and plans.

The Strategy tab is in the header at the top of any brand page. It’s not in the sidebar: open your brand’s Info tab, then click Strategy, or go straight to Strategy. It’s optional and not part of the setup checklist.

Only the brand’s Owner and Admins can create, edit, activate or archive the strategy and its objectives. Members can read the Strategy page, but they don’t see the Create Strategy, Edit, Archive, Add Objective or Reactivate buttons. See Team Roles and Permissions.

Quick start (5 minutes)

1. Open Strategy.
2. Type a title, like Q3 2026 Strategy.
3. Fill in Overview: who you’re focused on this period, and why.
4. Pick a Start date. Leave End empty if it’s ongoing.
5. Click Create Strategy.
6. Under Objectives, click Add Objective, type one goal, pick a Type, pick a Start date and click Save.

Example: a neighborhood café writes Autumn 2026 Strategy. Overview: Win back weekday office workers now that people are back in the office. Objective: Get 200 new followers within 2 km of the café, Type Awareness.

Write your strategy

When the brand has no active strategy, the Strategy section opens ready to fill in:

• Title (the top line): a name for this period, like Q1 2026 Strategy. Required.
• Overview: “Who are we focused on, and why, this period?”
• Differentiation: “What’s our actual competitive advantage, and how do we communicate it?”
• Start: the day this strategy begins. Required.
• End: optional. Empty shows as Ongoing.

Click Create Strategy. You’ll see “Strategy created”.

Example: Differentiation for a bike repair shop: Same-day repairs, or the next one is free. We’re the only shop in town open on Sundays.

Edit the strategy: click Edit, change what you need and click Save, or Cancel to leave it as it was.

Add objectives

Objectives are the goals your active strategy is chasing. You can add as many as you need.

1. Click Add Objective.
2. Fill in New Objective:
   • The goal (the top line): like Grow reach among agency owners this quarter. Required.
   • Type: pick one of the four below.
   • Why it matters: optional. The business reason. Orsa AI sees it too.
   • Start: required. End: optional, empty shows as Ongoing.
3. Click Save. You’ll see “Objective created”.

Example: a physio clinic’s objectives: Be the local name for running injuries (Positioning). Post three times a week, every week (Consistency). Double comments on our exercise videos (Engagement).

Edit an objective: click the pencil icon on its card, change what you need and click Save.

Archive objectives and strategies

Archive an objective: click the archive icon on its card. The objective stays on the page, faded, with an Archived label. Orsa AI stops using it. Click Unarchive on it to make it active again.

Archive the strategy: click Archive next to Edit, then Archive to confirm. Then:

• The strategy and its objectives stop reaching Orsa AI.
• The Strategy section opens empty, so you can create the next one.
• The old strategy moves to Show past strategies, which lists each past strategy’s title and dates.

Reactivate a past strategy: when there’s no active strategy, open Show past strategies and click Reactivate on the one you want back.

How Orsa AI uses your strategy

In every Orsa AI chat started from the Ideas board, Orsa AI knows your active strategy:

• its title, Overview and Differentiation
• its Start and End dates
• each active objective’s goal, type, Why it matters and dates

Orsa AI is told to ground its strategic suggestions in these. Its specialists, such as the Content Idea Creator, also look up the strategy when they suggest ideas. Changes reach Orsa AI from your next message.

Good to know:

• Orsa AI knows when the End date has passed. It stops planning around an ended strategy and suggests you archive it and set a new one.
• Archived strategies and objectives aren’t used.
• Other AI tools don’t read it. The AI assistants inside the Design, Document, Transcript and Marketing Email editors, AI design and blog generation don’t use your strategy.

See Meet Orsa AI and Generating Content Ideas.

Example: with the objective Get 200 new followers within 2 km of the café (Awareness), asking Orsa AI “What should we post next week?” gets ideas aimed at new local people, like a “hidden gems on our street” series, rather than posts for existing regulars.

Ideas for using Strategy

A quarterly plan. Start a new strategy each quarter, and archive the last one. Past strategies keep a record of what you focused on.

Example: Q4 2026: Holiday orders. Overview: Corporate gift boxes for local offices. Orders close 15 December. Objectives: 30 corporate orders (Awareness), Weekly gift-box post (Consistency).

A freelancer or agency with clients. Write each client’s strategy in their own brand, so Orsa AI doesn’t mix up their goals.

Example: a freelancer sets Peak Physio to Positioning around running injuries and Harbor Books to Engagement around its book club.

A repositioning. Use Differentiation to spell out the new message, so every idea Orsa AI suggests leans on it.

Example: We’re no longer “the cheap option”. We’re the shop that fixes it right the first time, with a 12-month guarantee.

Tips for the best results

• Be specific. “Grow on Instagram” gives Orsa AI little to go on. “200 new local followers by December, mostly office workers nearby” does.
• One goal per objective. Three short objectives are easier to plan around than one long one.
• Keep the strategy current. Archive it when the period ends and start the next one.
• Fill in your pillars and audiences too. The strategy says what you’re chasing. Content Pillars and Audiences say what you post about and for whom.

Common questions

I get “Add a title and a start date”. Fill in the strategy’s title and Start date and click again. For an objective, you’ll see “Add an objective and a start date”.

I get “End date must be on or after the start date.” Pick an End date on or after the Start date, or leave it empty.

I get “Failed to create strategy” or “Failed to update strategy”. Reload the page and try again.

I get “This brand already has an active strategy”. A brand can have only one active strategy. This can happen if the strategy was created in another tab or by a teammate. Reload the page to see it.

I can’t find the Add Objective button. Objectives belong to the active strategy. Create a strategy first, and Objectives appears below it. If you’re a Member, you won’t see it at all: only Owners and Admins can change the strategy and objectives.

I get “Only brand owners and admins can do this.” Changing the strategy or its objectives needs an Owner or Admin. Ask one of them to make the change.

How do I edit an objective? Click the pencil icon on its card.

I archived the strategy by mistake. Open Show past strategies and click Reactivate on it. Its objectives come back with it.

Where’s the Strategy tab? It’s not in the sidebar. Open any brand tab, like Info, and click Strategy in the header at the top.

Strategy doesn’t get a tick in Setup Progress. That’s expected. Strategy is optional and never gets a tick. See The setup checklist.