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At present, the importance of the practice of good leadership and strategic planning within an organization has been recognized, as tools that allow maintaining the focus in the present and in the future, thus generating an integral management; this is why it is necessary to create good practices of leadership and strategic planning within an organization, as well as to position and give value to the brand in the mind of a consumer through the different tools offered by the company. strategic branding that is the management that establishes the identity of the company. In the same way the analysis of the current situation of the organization both internally and externally, plays a fundamental role to know the company, the competition and identify what actions are being taken and if they have led to failure or success, in order to be able to direct and channel all of its marketing efforts based on compliance with the different strategies designed by the organization, through the appropriate creation of the strategic map that is the link between the strategy and its execution, although it is very surely the strategy can reach the maximization of profits and profitability for the company. Designing the strategic map is a good step for the achievement of the strategy as it directs the development of the strategy step by step so that it finally reaches its fulfillment. It is also important to highlight that one of the key factors of business success is the planning based on strategies that manage to involve all the employees of the company through the correct application and the good mix of leadership styles, both autocratic and democratic and liberal , since it is not enough just to design the strategy but also it must be executed.