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Now we need to collect and aggregate all the information from the Brand Story stage and compile it into a unique document. We call this the Brand Strategy document.
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The second stage is straight forward and built entirely from the first.
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It's simply correcting and aggregating all of the information at first stage and
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compiling it into a unique document.
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We call this the brand strategy document.
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A brand strategy document is broken up into two halves like chapters.
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The first half is called discovery.
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That's all the information that we've collected.
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It's not a bad idea to rename or
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reword some of these thoughts to let your client know that you are listening and
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can reconfigure the message without losing any key points.
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Our outline of this first half covers a Summary, Perceptions of the current brand.
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Brand architecture, Etymology of the name, Values,
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Word mapping, Audience, and Competitive research.
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Each section is self-explanatory and is optional.
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If you find content that should fit in your document, by all means, include it.
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Be sure it reflects either yourself, the project, or the client.
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In the second half of the brand strategy document,
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we take all the information distill it, and create what we call the direction.
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This half is a little shorter, and
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contains a creative brief, tagline proposals if necessary, and a mood board.
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The creative brief is the keystone to the direction of the project.
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The creative brief will combine thoughts from word mapping with research about
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the audience, and competitors.
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The creative brief should include a summary of the client,
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a summary of yourself or your agency, an overview of the project, and
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an estimation of how to successfully complete the project.
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Let this be specific enough to understand, but
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vague enough that you aren't putting up unnecessary design walls.
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One paragraph can be fine if you see fit.
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Three paragraphs is also fine as long as the message is clear and digestible.
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I include the creative brief as one of the first few slides of our presentation
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to continue to reiterate the importance of its message.
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Once this document looks pretty and
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it's been proof read several times it's time to send it off.
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Some things deserve to be presented, and some things can fit in a simple email.
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the brain strategy document will probably be pretty wordy.
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So email is best.
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If you can talk to your client on regular basis, you can give them a few days
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to read over it before getting their feedback and starting.
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As a side note on presentation, presentation is everything.
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If you work tirelessly and endlessly on a project and
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only present a small amount of work, your client is going to think you
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only spent a small amount of time on it, and not understand the value of your time.
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Create presentations that matter.
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Presentations that explains thoughts and engaged in concepts.
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These presentations will show that depth of your thinking and value of your time.
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And allow you to charge more.
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