There is a West coast brand consultant I came across yesterday who does much the same things as I. From the screen grab below you will see the offerings are quite varied. There are 20 bullets. Very comprehensive. VEry impressive.
What’s The Idea? has 2 bullets. Only two offerings. A brand brief and a one-page brand strategy. Those are my wares.
The brand brief is the tool I used to create the one-page brand strategy. The strategy contains a “Claim” and three “Proof Planks.” Proof planks are discrete value headings, inherently tied to brand success. All interlock with the Claim. For a client in the commercial maintenance business we used the Claim the “Navy Seals of Commercial Maintenance.” The proof planks are “fast,” “fastidious” and “preemptive.” Under each plank resides a list of individual proof points. An actual example or demonstration of value. Not a platitude or generic, baseless claim, but a scientific, existential act, deed or accomplishment. People remember proof, they do not remember marketing fluff.
In brand strategy, proofs often become the subjects of ads, events or other content.
With all deference to other brand strategy consultants with menus, I give you a simple offering: an organizing principle for product, experience and messaging. I give you a brand brief and a brand strategy – the foundation for all things marketing. The strategy drives campaigns and voice and personality but does not dictate them. That’s the job of the agency.
Simple is complex sometimes.