Create a brand strategy
Five decisions that fit on one page, and the only one of them worth paying a designer for. It sets out what a brand strategy has to settle before anybody opens a design file.
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Look inside
Eight of the thirteen pages. Turn them the way you would a printed guide.
What the guide covers
Thirteen pages, laid out the same way as every other guide in the series.
The five decisions to make
Audience, position, proposition, personality and the proof behind each one.
Eight actions
Numbered and in order, from writing down what customers already say to briefing the design work.
A worked example
A Dubai interiors studio, eight staff, AED 6 million turnover, competing with forty others on Instagram.
A one-page brand strategy
Every box filled in sentences a new member of staff could understand on their first day.
Related
Where to go next.
Define your unique selling proposition
Three tests a proposition has to pass, and the six places it has to appear.
Read the guide
Build a marketing plan
Six questions a plan has to answer, on a few pages rather than forty.
Read the guideWhere this fits. The five decisions here are the work I do on brand positioning engagements, and they are the first thing I settle as a fractional CMO in Dubai.
The articles behind this guide. Brand strategy in a borderless world and Brand trust in the AI era.
Sources. Les Binet and Peter Field, The Long and the Short of It, IPA, 2013. Byron Sharp, How Brands Grow, Oxford University Press, 2010. McKinsey, State of the Consumer 2026, June 2026. Listed in full on page 10 of the guide.
Next step
Talk the decision through before you commit to it
A 30 minute discovery call at no charge, on whichever part of this sits closest to the decision in front of you.
Book a discovery callOr read how brand positioning and strategy works, what it covers and how it is scoped.