The planning part of the BrandSequencing™ process is where the Brand Strategy begins to develop. Having the strategy articulated and shared keeps stakeholders on the same page, and provides a structure against which future branding decisions can be assessed. Tactical events can be judged by how they support the overall strategy.

Because it's based on Brandscaping and Brand Positioning, which use direct input from stakeholders, the team can trust the Brand Strategy to be an accurate reflection of prevailing attitudes, rather than relying on guesswork and catchy slogans.

The Brand Strategy takes the form of a shared document that bears the contributions of Brand Stakeholders. The kinds of issues that the Brand Strategy covers are:

Brand Nomenclature
Co-branding
Brand Architecture
Brand Extension
Program Elements
Milestones