A Simple Template For Brand Strategy That All The Best Brands Use

Do you find that jargon is one of the most confusing things about brand strategy?  

Should you create a positioning or purpose? Mission or vision? Values or beliefs? A brand personality or archetype? 

Wouldn’t it be great if there was just one brand strategy template that works for all brands?

Well, there is, and there’s no jargon in sight.

But it took me a while to get to the right brand strategy template.

10 years ago, I was as confused as you might be feeling.

For the first decade of my career as a brand strategist, I worked at some of the biggest branding and advertising agencies. 

I had to sell the agency's brand strategy approach, which included a template that got blank looks from many clients.

It was full of jargon, focused on the thing the agency made most money from (design), and rarely engaged any of the C-suite.

But I knew that a brand strategy should be more impactful than this: it should give a business the clarity,...

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