Top 23 Brand Strategy Deliverables
(3-Step Strategist Framework)

Before diving head first into brand strategy, you need a clear answer to the question “What are brand strategy deliverables?”.

When providing design services, the deliverables are clear. Why? We can see them.

Brand strategy on the other hand is less tangible.

Is it a set of words?

Is it a presentation?

Is it research?

Is it a guide?

Is it a plan?

We answer these questions and more in this article. So let’s dive in.

Before diving head first into brand strategy, you need a clear answer to the question “What are brand strategy deliverables?”.

When providing design services, the deliverables are clear. Why? We can see them.

Brand strategy on the other hand is less tangible.

Is it a set of words?

Is it a presentation?

Is it research?

Is it a guide?

Is it a plan?

We answer these questions and more in this article. So let’s dive in.

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Brand Strategy Deliverables
[The Video Breakdown]

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Brand Strategy Is A Plan Of Expression

Let’s first jump onto the same page of what a brand strategy is so we’re moving forward together on this.

A brand exists to bring a business and its audience together.

That’s the role of the brand.

The brand strategist understands the audience in great detail before devising a plan to best connect with them to ultimately shape their perceptions and influence their buying decisions.

The brand strategy therefore is:

The plan for how the brand will express itself including its message, personality and visual appearance.

Branding Starts With A Discovery Session

brand strategy deliverables discover

No doubt you’ve heard of a discovery session before.

If you’re a brand designer, you’ve probably run plenty discovery sessions in your time. though when it comes to strategy, these sessions are in-depth and critical to the strategic development.

Building any brand starts with an understanding of the business the brand will be built around.

At an early stage, the business may be little more than an idea and a set of processes and systems to deliver an end result for someone.

Although this is not a brand, the outcome the business offers is exactly what a certain group of people want or need and this basic information forms the foundational ingredients the brand is developed from.

This discovery session uncovers these ingredients as well as the boarder ideas of the leadership team behind the business but this is not enough to develop a strategy.

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Research Is The Key To An Effective Brand Strategy

Once the discovery session has been conducted, the brand strategist has the basic ingredients to work from but this is just the starting point of the strategic work.

Though the leadership team has spawned the business idea, don’t expect them to provide you with the answers to the questions that need answering.

As important as they are, their knowledge and insights might not go much further than knowing how to deliver the end result their business offers.

Building an effective brand strategy requires knowledge, deep understanding and insights and the only way to gather what you need is through research, research and little more research.

You need to know

Who the audience is

What they want

What they don’t want

What they struggle with

Their internal and external conflicts

How this impacts them

What options they have in the market

How they feel about those options

Even when you have this information, you still don’t have a plan, just the information you need to develop one.

Brand Strategy Is Creative Thinking

At this point, the information at your disposal from your discovery session and research represent your market landscape.

On one side, you have your audience. On the other side is your brand and in the middle are your competitors.

As a brand strategist, your job now is to map a navigation route to guide your audience through the landscape, past your competitors and over to your brand.

This route is never a straight line. There are many pitfalls, obstacles and unknowns. To map an effective route requires both creative and strategic thinking.

This route is your plan, this plan is your brand strategy.

Brand Strategy: Planning vs Execution

Mapping the plan is the most fundamental role of the brand strategist and many strategists see themselves as planners not executioners.

Once the plan has been mapped, the pass the baton on to executioners which could include brand designers, marketing strategists and marketing executioners.

They’ve mapped the landscape, understood the audience identified the roadblocks and, just like an architect, have drawn up the plans to be executed.

In the world of architecture, construction companies execute the plan.

In the world of branding, marketing companies execute the plan.

As a brand strategist, it’s important to know how far your services go and if you’ll cross over into marketing.

Will you execute the plan you’ve set out and if not, what will your guidance be to your customers who are now ready to follow the route set out for them?

If your agency is branding only, your deliverables may include the brand strategy and the brand visuals.

If your agency offers a full-service suite, your deliverables may also include marketing strategy and execution services.

In the list of deliverables below, I cover both.

Brand Strategy Deliverables

Your brand strategy deliverables include all strategic branding elements, which define the expression of the brand.

They’re constructed in a way that will allow the brand manager (or leadership team) to express the brand in the market through the guidance it offers.

These are the elements included in the deliverables:

Deliverable #1
Internal Brand

The internal brand is the soul of the brand and represents the reasons the internal human aspect of the brand.

It provides a strong and necessary foundation, which stems from the leadership team and acts as a compass for business and brand related decisions.

Brand Purpose

The brand purpose is the reason the brand exists beyond commercial gain. It’s the heart of the brand and is the “Why” behind what it does.

When brands “start with why” they start with their purpose.

Brand Vision

The vision is the aspirations of the brand and the ambition of how the leadership envisions the brand in the future.

It offers guidance to where the brand is going and puts a flat in the ground for what the brand aims to achieve.

Brand Mission

The brand mission represents what the brand is committed to in order to arrive at that vision of the future brand.

These commitments are related to the day-to-day operations of the brand and are made to the audience it serves.

Brand Values

The brand values represents how the brand will behave in the marketplace and what it holds dear in its dealings.

Many brands claim to have core values, but few hold them dear as a philosophy for how they do business.

Deliverable #2
Audience Persona (s)

The audience persona is a fictional character or characters that brings the audience to life.

The persona defines both the circumstances and behaviours of the target group of people through their demographics and psychographics.

Effective audience persona’s however go much deeper and understand the:

Challenges

Pain-points

Emotional investment

Journey

Deliverable #3
Competitive Analysis

Understanding the options available to the audience is key to strategising a plan to get their attention.

Brands that simply offer more of the same are only successful in blending in and contributing to market noise.

A competitive analysis outlines the strengths and weaknesses of the competition and paves the way for identifying gaps and opportunities the brand can leverage.

Deliverable #4
Positioning Strategy

brand strategy deliverables peak

Using the intimate understanding of the target audience and the competitive landscape, the brand strategist identifies gaps and opportunities in the market to develop a positioning strategy.

Gaps and opportunities however only provide the spark. For a positioning strategy to be effective the strategist must develop the opportunity into a fully formed unique idea.

Deliverable #5
Human Brand Persona

Modern consumers demand more from brands and expect them to communicate on a human level with messaging that speaks directly to who they are.

We connect as humans through human characteristics and brands displaying such characteristics can resonate more effectively.

This persona is developed in two ways:

Brand Personality

Before the brand personality is developed the strategist must uncover the personality of the audience it’s attempting to attract.

Only with a clear understanding of the audience, the desires they have and the characteristics they’re attracted to, can they develop an effective personality that will resonate.

Brand Voice

The voice of the brand is another opportunity for the brand to display characteristics the audience is attracted.

The more familiar the brand voice and the more attractable the characteristics of the voice are to the audience, the more potent the brand message will be.

Deliverable #6
Messaging Framework

Armed with an intimate understand