Free tool · One-Page Brand Strategy Template · about 45 minutes Twelve decisions. One page.

Write the twelve decisions of a brand plan in a line each, mark them decided or open, and give every open one an owner and a date. The page assembles one page you can share.

Twelve decisions

Four phases

Owners and dates

No sign-up

1 · Clarify™

Buyer: one buyer and situation we serve first (Decision: B)Status: decided, partly or open (B status)Owner and date if not decided (B owner)Position: for whom, what, different how (Decision: P)Status: decided, partly or open (P status)Owner and date if not decided (P owner)Category: the noun we want to be understood as (Decision: C)Status: decided, partly or open (C status)Owner and date if not decided (C owner)

2 · Construct™

Identity rules: palette, type, layout, logo rule (Decision: I)Status: decided, partly or open (I status)Owner and date if not decided (I owner)Voice: stance, vocabulary, ban list (Decision: V)Status: decided, partly or open (V status)Owner and date if not decided (V owner)Templates: the three documents we produce most (Decision: T)Status: decided, partly or open (T status)Owner and date if not decided (T owner)

3 · Connect™

Channels: two places our buyers already are (Decision: H)Status: decided, partly or open (H status)Owner and date if not decided (H owner)Proof: three results, each with its measure (Decision: R)Status: decided, partly or open (R status)Owner and date if not decided (R owner)Description: the one sentence used identically everywhere (Decision: D)Status: decided, partly or open (D status)Owner and date if not decided (D owner)

4 · Convert™

Offer: what a buyer is first asked to say yes to (Decision: O)Status: decided, partly or open (O status)Owner and date if not decided (O owner)Price story: how we explain price, and when (Decision: S)Status: decided, partly or open (S status)Owner and date if not decided (S owner)Follow-up: what happens within 48 hours of every conversation (Decision: F)Status: decided, partly or open (F status)Owner and date if not decided (F owner)

Do not try to finish it in one sitting. Complete what you know, mark the rest open and hold a thirty-minute meeting to assign owners and dates. Nothing you type leaves this page.

Your brand strategy page

Then test it

Hold the thirty-minute meeting. Assign an owner and a date to every open decision, and put the monthly review in the diary.

The method is in The Brand Code: A Brand Plan Is Twelve Decisions, How to Write a Brand Strategy Document People Use and One-Page Brand Strategy Template. To find the weakest phase first, take the Brand Growth Audit™.

Questions

What are the twelve decisions?

Three in each phase of the Brand Growth OS: Clarify (buyer, position, category), Construct (identity rules, voice, templates), Connect (channels, proof, description) and Convert (offer, price story, follow-up).

Can I use it if I have done no brand work?

Yes. A page full of open decisions is a useful start.

How often should I review it?

Monthly, with a rewrite yearly.

What if we disagree on a decision?

Mark it open and test it with five buyers before deciding.

Is my page saved?

Only in your browser, on this device. Nothing is sent to us.

More free tools

All free tools

The Brand Code

One idea a day, free.

Mike Bruce writes on positioning, pricing and brand visibility three times a day. The Brief lands in your inbox at 07:30 Abuja time. No sales emails.

Subscribe to The Brand Code

Next step

A plan is only as good as its first decision.

Find out which phase of your brand is weakest, or book thirty minutes with us.

Book a Brand Clarity Call All free tools