When presenting brand strategy to a client, I typically start with a couple of quotes from industry leaders. Then I share the names of those interviewed during discovery. Next, I share what the brand brief looks like in shell form before taking them through the completed brand brief. I read the brief which plays out like a story. The big reveal is the brand claim and three proof plank array (that provide evidence for the claim). Organized evidence.
In closing, I share bullet points on brand claim Pros and Cons.
I’m thinking about changing it up a bit though. I might lead with a verbal introduction explaining what makes their brand great. That “what makes the brand great” explanation will actually map to the three proof planks to be presented in the brief. But it will do so conversationally, not presentationally. A foreshadow, if you will. Every parent wants to hear their baby in beautiful.
The heavy lifting of brand planning is finding the correct 3 proof planks. Selecting the values, from many, is the brand planner’s IP. E pluribus threeum. From many, three. Together, these planks are the values most proven to get consumers to commit to your product or service. A triumvirate.
Sharing with a client what makes the company or brand great at the beginning of the meeting can build trust, familiarity and set the table.