Basic Brand Strategy Template to help fast-moving B2B startups with minimal budget, get up-and-running quickly. This is just one of many approaches to decide a Brand Strategy. It's a simple template that shows critical areas that should be thought through. Try to resist filling in the slots based on internal opinion and guesswork - if you don't have budget for research and/or someone to guide the process, try to get at least a few strategic and customer insights to guide you (this is important b/c your audience RARELY thinks about what you do and offer the way that YOU do). For more context and a completed sample, visit the full post on my blog at http://goo.gl/8IfKwy Also check out this other Slideshare which covers a basic process to decide what goes in the template - http://www.slideshare.net/LydiaMarketing/basic-process-to-develop-your-brand-strategy About Lydia's Marketing Communication Consulting Services: I help companies develop effective brand, marketing and content strategies. Strategic Thinker | Exceptional Marketing Planner | Effective Content Marketer | Great Value

1. ©Lydia’s
Marke.ng
Consul.ng
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www.lydiamarke.ngconsul.ng.com
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Contact:
lydia@lydiamarke.ngconsul.ng.com
Company
Purpose/Mission
[Your
underlying
mission;
why
your
company
exists
in
the
first
place]
Brand
Posi3on
Statement
[A
statement
about
how
you
want
to
be
perceived;
how
you
want
people
to
feel,
think
and
talk
about
you]
Unique
Value
Proposi3on
[The
unique
value
you’re
offering;
what
makes
you
different;
your
‘secret
sauce’]
Why
You
Can
Believe
Our
Claims
[A
summary
of
proof
points
that
support
your
posi.on]
Brand
A@ributes
[ANributes
that
reflect
your
belief
system
and
brand
personality
–
this
is
important
as
it
informs
the
impression
you
want
people
to
have
about
you]
Audience
Promise
[One
sentence
that
sums
up
your
brand’s
promise]
Messaging
Tone
[High
level
tone
for
your
brand’s
messaging]
Elevator
Pitch
[What
you
would
say
to
someone
who
asks:
“So
what
do
you
do
and
why
should
I
care?”]
Tagline(s)
[Brief
statements
that
encapsulate
your
brand
story
and
value
proposi.on]
Basic
Brand
Strategy
Template

2. ©Lydia’s
Marke.ng
Consul.ng
|
www.lydiamarke.ngconsul.ng.com
|
Contact:
lydia@lydiamarke.ngconsul.ng.com
Can
you
fill
in
the
slots
on
the
previous
slide?
It
shows
strategic
things
to
think
through
and
is
a
simplified
approach
to
confirm
your
Brand
Strategy.
It’s
par.cularly
helpful
for
startups
anxious
to
get
to
market.
Image
Source:
Crea.ve
Commons
flickr.com/horizontal
integra.ons

3. ©Lydia’s
Marke.ng
Consul.ng
|
www.lydiamarke.ngconsul.ng.com
|
Contact:
lydia@lydiamarke.ngconsul.ng.com
Can
you
summarize
what
your
brand
is
about?
If
you
are
thoughul
about
what
goes
in
said
template...
you
may
be
more
successful.
Image
Source:
Crea.ve
Commons
flickr.com/rzganoza

4. Want
a
more
detailed
example?
Visit
Lydia’s
Marke.ng
Blog
for
the
full
narra.ve
on
this
template
and
a
mock
sample.
Click
here:
A
Brand
Strategy
Template
for
B2B
Startups
Image
Source:
Crea.ve
Commons
flickr.com/mukumbura
©Lydia’s
Marke.ng
Consul.ng
|
www.lydiamarke.ngconsul.ng.com
|
Contact:
lydia@lydiamarke.ngconsul.ng.com