Brand Strategy Template
Develop a brand strategy for new and existing brands with this fully guided Brand Strategy Template. Find new ways to build your brand and set your business up for success.
About the Brand Strategy Template
Arek Dvornechuck, a branding expert and founder of Ebaq Design, created the Brand Strategy Template to help creative teams develop killer brand strategies for new or existing brands. His framework contains essential exercises for businesses to clarify their brand purpose, position, and identity.
What’s the Brand Strategy Template?
The Brand Strategy Template is a framework that helps you define your brand core, positioning, and persona. These three core brand areas include nine aspects of the brand that are essential for a healthy brand strategy:
Brand tone of voice
In this template, you’ll find nine exercises for defining each of these areas that will help you when building brand strategies.
Who should use this Brand Strategy Template?
Creative professionals, brand strategists, designers, copywriters, creative directors, etc., can use the Brand Strategy Template to embark clients on the brand identity discovery journey.
This template is an excellent tool for in-house brand teams to run brand strategy workshops with stakeholders and understand the brand strategy better.
As a facilitator, use this template when:
Startups want to come up with brand-building strategies.
Existing brands want to reposition or rebrand themselves.
As an in-house team:
Organizations that want to redefine their brand identity.
Organizations want to create a new brand.
The benefits of a Brand Strategy Template
Brands are the connection between your product and users, and over time, the brand is what will develop a long-lasting relationship with your customers. Here are a few of the benefits when you have brand-building strategies in place:
Brand purpose, values, voice, and personality help you foster connections with your consumers and audience, and it helps to build trust long-term.
Brand vision ensures your business is moving in the right direction.
Market research helps you guide decisions, fill the gaps, and define what differentiates you from competitors.
Brand awareness gets you closer to your audience, making it easier to sell when launching new campaigns.
The brand tagline makes your brand memorable.
When you define a target audience, your marketing efforts are maximized.
How to use the Brand Strategy Template
Select this template, and add it to your Miro board. Work on the workshop area.
Here is how to run the nine exercises:
To find out your brand’s purpose, run Simon Sinek’s Golden Circle exercise. It consists of three circles where you answer these three questions:
Why: what’s your brand's core belief?
How: what are the actions that make you stand out?
What: what are you trying to sell?
The most challenging part for many brands is to figure out the why. To help you with that task, the following frames on this exercise will uncover a cause your brand supports and your brand’s purpose statement.
Plan on a timeline where you see your brand in 5, 10, and 15 years. Write a vision statement that translates your vision.
Dig deeper into your brand’s values, mapping out all the negative and positive experiences and feelings your brand evokes.
Find their goals, problems, desires, and fears to know what resonates with them. This exercise contains a template with four quadrants where you add your audience’s goals, problems, impact (what impacts them), and desires.
Take this time to map out your competitive landscape. Market analysis is an essential step in your brand strategy workshop because it will also define your strengths and what problems you are solving that nobody has been able to. At the end of this exercise, write a positioning statement that will make that clear.
Brand awareness is how people get to know your brand. It's crucial when developing marketing strategies to get the word out there. In this frame, you’ll add which channels are more suitable for your brand strategy.
Your brand personality will bring people together and make them relate to your brand. Use the archetypal wheel to define your brand’s personality traits. To help you shape your brand personality, write some attitude statements at the end of this exercise.
This frame contains a scale where you can evaluate where your brand is in terms of humor, formality, and enthusiasm. After you see where you fall in that scale, project your tone of voice by writing what you are and what you’re not.
How do you want people to remember you? Spend time crafting a great, memorable tagline with which everyone will recall and connect.
Plan your brand strategy workshop ahead of time.
Each exercise takes 30-40 minutes, and we recommend you schedule three sessions for each brand part (core, positioning, persona). Each session will last approximately 2 hours.
Run this workshop in real time. Create a safe space where ideas flow without judgment, say at the beginning of your brand strategy workshop, so that no one can veto ideas.
Choose one person or facilitator to add the ideas to the template.
Write down every idea that comes up in the workshop, and edit and select the best ones later on.
How do I start a brand strategy?
If you are a creative professional or brand strategist, get your team together and run a brand identity workshop. Arek Dvornechuck, the founder of Ebaq Design Studio, created this brand workshop template to facilitate this process, allowing brand managers and creative teams to easily develop their brand core, positioning, and persona.
How do I create a brand identity template?
The brand identity template should cover the following aspects of your brand: purpose, vision, values, personality, voice, and tagline. If you run a brand strategy workshop, you’ll see they are all included in the Brand Strategy Template.
How Now Wow Matrix Template
Works best for:
Ideation, Product Management, Prioritization
There are no bad ideas in a brainstorm — but some are more original and easier to implement. The How Now Wow matrix is a tool that helps you identify and organize those great ideas, as well as reinvigorates your team to think creatively and take risks (a taller order as you scale). Grab this template to create your own matrix, then rank the ideas you generated in a brainstorm as “How” (difficult to implement), “Now” (easy to implement), or “Wow” (both original and easy to implement).
Card Sorting Template
Works best for:
Desk Research, UX Design, Brainstorming
Card sorting is a brainstorming technique typically used by design teams but applicable to any brainstorm or team. The method is designed to facilitate more efficient and creative brainstorms. In a card sorting exercise, you and your team create groups out of content, objects, or ideas. You begin by labeling a deck of cards with information related to the topic of the brainstorm. Working as a group or individuals, you then sort the cards in a way that makes sense to you, then label each group with a short description. Card sorting allows you to form unexpected but meaningful connections between ideas.
Social Media Calendar Template
Works best for:
Project Planning, Marketing
Most businesses have a social media presence, but many of them aren’t using social media as a competitive differentiator. The Social Media Calendar template allows you to plan, schedule, and craft posts for LinkedIn, Twitter, Facebook, Instagram, and Pinterest, so you can leverage social media as a strategic tool to promote your brand. Use the Social Media Calendar template to plan out your social content a week, month, or quarter in advance. Collaborate with the marketing team, prepare for product launches and major initiatives, and share draft social posts.
Venn Diagram Template
Works best for:
Education, Diagrams, Brainstorming
Venn Diagrams have been a staple of business meetings and presentations since the 1800s, and there’s a good reason why. Venn diagrams provide a clear, effective way to visually showcase relationships between datasets. They serve as a helpful visual aid in brainstorming sessions, meetings, and presentations. You start by drawing a circle containing one concept, and then draw an overlapping circle containing another concept. In the space where the circles overlap, you can make note of the concepts’ similarities. In the space where they do not, you can make note of their differences.
5 Whys Template
Works best for:
Design Thinking, Operations, Mapping
Ready to get to the root of the problem? There’s no simpler way to do it than the 5 Whys technique. You’ll start with a simple question: Why did the problem happen? Then you’ll keep asking, up to four more times, until the answer becomes clear and you can work toward a solution. And Miro’s features enhance the approach: You can ask team members questions in chat or @mention them in comments, and use color-coded sticky notes to call out issues that are central to the problem at hand.
Design Research Template
Works best for:
UX Design, Design Thinking, Desk Research
A design research map is a grid framework showing the relationship between two key intersections in research methodologies: mindset and approach. Design research maps encourage your team or clients to develop new business strategies using generative design thinking. Originally designed by academic Liz Sanders, the framework is meant to resolve confusion or overlap between research and design methods. Whether your team is in problem-solving or problem space definition mode, using a research design template can help you consider the collective value of many unrelated practices.