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Strategy

Brand Strategy Summary

A one-page brand strategy — with depth.

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Visualization
01Purpose — why we exist02Vision — where we're going03Mission — who we serve04Difference — what we offer05Big Idea / Proposition06Shared values
What it is

A one-page strategy that requires real thinking. Built on data, insight and leadership ambition.

When to use it

To align leadership and team around one picture of the brand.

How to apply

Write each item in one sentence. Test whether each resonates with the others.

Source: Matt Davies

Related frameworks

Strategy
1
Where are we?
2
Why are we here?
3
Where could we be?
4
How can we get there?
5
Are we getting there?

Planning Cycle

Five strategy questions to ask yourself on repeat.

Strategy
5Self-actualizationAspiration & meaning4EsteemStatus & personal br…3BelongingCommunity, relations…2SafetyTrust, certainty, qu…1PhysiologicalFunction, performanc…

Model of Needs

Which human needs does your brand serve?

Strategy
Company
Customer
Competitors

3C Model

Strategy lives where company, customer and competitors meet.

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About:

Agencies execute. Consultants advise. And then everyone wonders why the two never add up.

Clues does both. We look for the clues that point to the right path, and then we walk it with you all the way. Because strategy without execution is just a well-paid hypothesis.

We put this library together because we see structured thinking as the foundation of success. Whether you're working on your next campaign or building a brand-new brand.

Share it, use it, build on it. The Clues team.