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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.