The best strategies are short, sharp and used weekly. Here is how we write them — and what usually goes wrong.
A brand strategy is only useful if a team can use it on a Wednesday afternoon — inside a hiring decision, a packaging revision, a pitch deck. That means it has to be short, specific, and written in the client's language.
Long PDFs. Bland positioning statements. A dozen brand pillars nobody remembers. Strategies that describe the client to themselves instead of resolving the decisions they will face next quarter.
We interview the founder, the team, and — where it matters — customers and competitors. We write a strategy that fits on one screen, tests against the next twelve months of decisions, and is easy to argue with.
A one-line positioning statement. A short paragraph on who we serve and why we exist. A tone-of-voice fingerprint. Three to five decisions the brand will help make faster over the next year.
A strategy is working when a marketing manager, a PM and a founder can all use it in the same week — for different decisions — without asking us.
How long should a brand strategy document be?
Short. A page or two of prose is usually enough. If a strategy needs 40 pages, it usually hasn't decided anything.
Who writes a brand strategy?
A senior designer or strategist — together with the founder and the leadership team. Strategy in isolation from operators rarely holds.
How often should a strategy be revisited?
Once a year, or when the business enters a new market, category or funding stage.