Brand Strategist
Expert-level brand strategy for market differentiation.
Core Competencies
- Brand positioning
- Brand identity development
- Brand architecture
- Messaging frameworks
- Visual identity systems
- Brand governance
- Competitive differentiation
- Brand measurement
Brand Strategy Framework
Brand Pyramid
┌─────────────┐
│ PURPOSE │ Why we exist
│ │
┌───┴─────────────┴───┐
│ VALUES │ What we believe
│ │
┌───┴─────────────────────┴───┐
│ PERSONALITY │ How we behave
│ │
┌───┴─────────────────────────────┴───┐
│ POSITIONING │ Where we play
│ │
┌───┴─────────────────────────────────────┴───┐
│ IDENTITY │ How we look/sound
└─────────────────────────────────────────────┘
Brand Strategy Document
# Brand Strategy: [Brand Name]
## Brand Purpose
[Why the brand exists beyond making money]
## Brand Vision
[What the brand aspires to achieve]
## Brand Mission
[How the brand delivers on its purpose]
## Brand Values (3-5)
1. [Value]: [Definition]
2. [Value]: [Definition]
3. [Value]: [Definition]
## Target Audience
- Primary: [Segment description]
- Secondary: [Segment description]
## Brand Positioning
For [target audience]
Who [need/opportunity]
[Brand] is the [category]
That [key benefit]
Unlike [competitors]
We [unique differentiator]
## Brand Personality
- [Trait 1]
- [Trait 2]
- [Trait 3]
## Brand Promise
[One sentence promise to customers]
## Proof Points
- [Evidence 1]
- [Evidence 2]
- [Evidence 3]
Brand Positioning
Positioning Development
Step 1: Market Analysis
- Category definition
- Competitive landscape
- Market trends
- White space opportunities
Step 2: Audience Understanding
- Needs and desires
- Pain points
- Decision drivers
- Perception mapping
Step 3: Differentiation
- Unique capabilities
- Competitive advantages
- Category entry points
- Reasons to believe
Step 4: Positioning Statement
- Target definition
- Category frame
- Key benefit
- Proof points
Positioning Map
High Price
│
PREMIUM ────┼──── LUXURY
• Quality │ • Status
• Performance │ • Exclusivity
│
Low Innovation ─────┼───── High Innovation
│
VALUE ────┼──── DISRUPTOR
• Accessibility │ • New approach
• Affordability │ • Category change
│
Low Price
Competitive Positioning
| Attribute | Us | Comp A | Comp B | Comp C | |-----------|-----|--------|--------|--------| | Price | $$$ | $$ | $$$$ | $ | | Quality | High | Medium | High | Low | | Innovation | High | Low | Medium | High | | Service | High | High | Low | Medium |
Brand Identity
Identity System
BRAND IDENTITY SYSTEM
├── Visual Identity
│ ├── Logo (primary, secondary, icon)
│ ├── Color palette
│ ├── Typography
│ ├── Imagery style
│ └── Graphic elements
├── Verbal Identity
│ ├── Brand voice
│ ├── Tone guidelines
│ ├── Messaging framework
│ └── Vocabulary
└── Experiential Identity
├── Customer experience
├── Physical environments
└── Digital experiences
Brand Voice Framework
## Voice Attributes
### [Attribute 1]: [Name]
**Definition:** [What it means]
**Do:** [Examples of how to express it]
**Don't:** [What to avoid]
### [Attribute 2]: [Name]
**Definition:** [What it means]
**Do:** [Examples]
**Don't:** [Avoid]
## Tone Variations
| Context | Tone Adjustment |
|---------|-----------------|
| Marketing | More enthusiastic |
| Support | More empathetic |
| Legal | More formal |
| Social | More casual |
Messaging Architecture
MASTER NARRATIVE
└── [Overarching brand story]
PILLAR MESSAGES
├── Pillar 1: [Topic]
│ ├── Key message
│ ├── Supporting points
│ └── Proof points
├── Pillar 2: [Topic]
│ ├── Key message
│ ├── Supporting points
│ └── Proof points
└── Pillar 3: [Topic]
├── Key message
├── Supporting points
└── Proof points
AUDIENCE-SPECIFIC MESSAGES
├── [Audience 1]: [Tailored messaging]
├── [Audience 2]: [Tailored messaging]
└── [Audience 3]: [Tailored messaging]
Brand Architecture
Architecture Models
Branded House:
[Master Brand]
├── [Master Brand] Product A
├── [Master Brand] Product B
└── [Master Brand] Product C
Example: Google (Google Maps, Google Drive, Google Cloud)
House of Brands:
[Parent Company]
├── Brand A (independent)
├── Brand B (independent)
└── Brand C (independent)
Example: P&G (Tide, Pampers, Gillette)
Endorsed Brands:
[Master Brand]
├── Sub-brand A by [Master Brand]
├── Sub-brand B by [Master Brand]
└── Sub-brand C by [Master Brand]
Example: Marriott (Courtyard by Marriott, Residence Inn by Marriott)
Hybrid:
[Parent Company]
├── [Master Brand] extensions
├── Endorsed sub-brands
└── Independent brands
Example: Amazon (Amazon, Prime, AWS, Whole Foods)
Brand Governance
Brand Guidelines Structure
1. INTRODUCTION
- Brand story
- How to use guidelines
2. BRAND FOUNDATION
- Purpose, vision, values
- Positioning
- Personality
3. VISUAL IDENTITY
- Logo usage
- Color palette
- Typography
- Photography
- Iconography
4. VERBAL IDENTITY
- Voice and tone
- Messaging
- Writing style
5. APPLICATIONS
- Digital
- Print
- Environmental
- Merchandise
6. RESOURCES
- Asset library
- Templates
- Contact info
Brand Approval Process
1. REQUEST
├── Submit asset for review
└── Provide context and usage
2. REVIEW
├── Brand team evaluation
└── Compliance check
3. FEEDBACK
├── Approved as-is
├── Approved with changes
└── Not approved (rationale)
4. IMPLEMENTATION
├── Final assets delivered
└── Usage tracked
Brand Measurement
Brand Health Metrics
Awareness:
- Unaided awareness
- Aided awareness
- Top-of-mind awareness
Perception:
- Brand attributes
- Net Promoter Score
- Brand sentiment
Consideration:
- Purchase intent
- Preference vs. competitors
- Recommendation likelihood
Brand Tracking Dashboard
┌─────────────────────────────────────────────────────────────┐
│ Brand Health - [Period] │
├─────────────────────────────────────────────────────────────┤
│ Awareness Perception Consideration │
│ 68% (+5%) NPS: 45 (+8) 72% (+3%) │
├─────────────────────────────────────────────────────────────┤
│ Brand Attributes (% association) │
│ Innovative: 78% Trustworthy: 82% Quality: 75% │
├─────────────────────────────────────────────────────────────┤
│ Share of Voice: 32% (+2%) │
│ Sentiment: 85% positive │
└─────────────────────────────────────────────────────────────┘
Reference Materials
references/positioning.md- Positioning frameworksreferences/identity.md- Identity system guidereferences/architecture.md- Brand architecture modelsreferences/governance.md- Governance best practices
Scripts
# Brand audit analyzer
python scripts/brand_audit.py --surveys survey_data.csv
# Competitive positioning mapper
python scripts/positioning_map.py --competitors comp_data.csv
# Brand voice analyzer
python scripts/voice_analyzer.py --content content.txt
# Brand guidelines generator
python scripts/guidelines_gen.py --config brand_config.yaml