Ever opened a brand strategy document and thought… wait, where’s the actual strategy?
Yeah, we’ve all seen those pretty PDFs filled with moodboards, color palettes, and a few inspirational quotes, but a real brand strategy goes way deeper than that.
A strong brand strategy document gives you (and your clients) clarity, direction, and confidence in every design and messaging decision that follows. It’s your creative north star, helping you make sure every logo tweak, social caption, and web layout actually aligns with the bigger picture.
In this post, we’re breaking down the 7 key elements every brand strategy document should include, plus a few bonus tips for keeping it actionable and client-friendly.
If you’d like a shortcut, grab my Brand Strategy Template. It’s built to help you structure all of this in one clean, editable doc.
1. Brand Purpose — The “Why” Behind It All
Your brand purpose is the reason the business exists beyond making money. It’s the beating heart of the brand, the motivation that drives everything else in your brand strategy document.
Think of it like this: if someone asked, “Why does this brand matter?”, your purpose is the answer.
Examples:
- “We exist to make sustainable fashion effortless.”
- “We help small businesses show up online with confidence.”
It doesn’t need to be poetic, but it should be powerful.
When done right, your purpose will guide every future decision, from visuals to voice to the partnerships you take on.
Pro tip: When writing your purpose statement, avoid buzzwords like innovative or authentic (everyone says that). Instead, focus on impact and emotion.
2. Brand Vision and Mission — Your Destination and Roadmap
The vision statement describes where you want the brand to go.
The mission statement explains how you plan to get there.
It’s the difference between a dream and a plan. Both belong in your brand strategy document because they provide long-term clarity for you and anyone who works with the brand later on.
Example:
- Vision: To make eco-friendly packaging the industry standard.
- Mission: We design sustainable, customizable packaging that helps small businesses reduce waste without sacrificing style.
Together, your vision and mission should make you think, “Yes, that’s where we’re headed and here’s how we’ll do it.”
3. Brand Values — The Beliefs That Shape Everything
Your brand values are the principles that guide how you operate, communicate, and design. They’re what the brand stands for (and against).
In a strong brand strategy document, values are more than decorative words, they shape culture, behavior, and visuals. For instance:
- Transparency: Be open about processes and pricing.
- Creativity: Encourage experimentation and fresh ideas.
- Community: Build relationships, not just audiences.
When you define your values clearly, it’s easier to make consistent creative choices and say “no” to things that don’t align.
To avoid sounding like a corporate poster, write short explanations beside each value that describe how it actually shows up in action.
(Example: “We value simplicity. That means no fluff, no filler, and no 15-step checkout pages.”)
4. Target Audience — Who You’re Talking To
This is where many brand strategy documents fall short.
A list of demographics like “25–35 years old, female, creative” doesn’t cut it. You need to go deeper.
Your target audience section should explore:
- Demographics: Age, location, income, etc.
- Psychographics: What motivates them, what they value, how they make decisions.
- Pain points & goals: What problems are they trying to solve, and how does your brand fit in?
Give each audience a name and short profile. Like a mini character bio.
Example:
“Meet Sarah, a 32-year-old product-based business owner who’s juggling packaging design, social media, and wholesale orders. She values aesthetics but needs practical systems to keep her brand consistent.”
You can use your Branding Questionnaire Template to gather these insights before building your brand strategy.
5. Brand Positioning — What Makes You Different
Your brand positioning is the space you occupy in your customer’s mind, the thing that makes them choose you over the competition.
A good positioning statement is short, specific, and confident. Try this formula:
“We help [target audience] achieve [specific result] through [unique approach].”
Example:
“We help wellness brands launch websites that feel like home, designed with clarity, simplicity, and care.”
This section of your brand strategy document should also include:
- A quick competitor analysis (what others do well, and what you’ll do differently).
- A few bullet points that summarize your “brand promise.”
- How you want to be perceived in your market.
Tip: Avoid defining yourself solely by design style. Instead, focus on your process, experience, and results.
6. Brand Voice + Messaging — How You Sound
If your visuals are how your brand looks, your voice is how it speaks.
A consistent voice builds recognition and trust across every touchpoint, from social captions to packaging copy.
Your brand strategy document should outline:
- Tone of voice: Is it friendly, professional, witty, calm, bold?
- Writing style: Long sentences or short and punchy?
- Tagline & key phrases: Words or phrases your brand uses often.
- Dos and Don’ts: “Do use inclusive, warm language. Don’t use industry jargon.”
Example:
“Our voice is confident, not cocky. Playful, not silly. Educational, but never boring.”
If you want to refine your voice further, check out Canva’s guide on defining your brand voice.
7. Visual Identity Overview — Bringing It to Life
This is the part everyone wants to start with, but it actually comes last.
Your visual identity should reflect your strategy, not lead it.
This section of your brand strategy document should include:
- Primary logo + secondary marks
- Color palette (and the meaning behind it)
- Typography system
- Photography or illustration direction
- Moodboard or creative direction section
Make sure to explain the why behind your visuals, not just what they are. For example:
“We chose soft neutrals and organic textures to reflect the brand’s calming, wellness-focused personality.”
For a professional, client-ready layout, use my Brand Presentation Template — it helps you present visuals in a way that ties back to strategy.
Bonus Tip: Keep Your Brand Strategy Document Actionable
Your brand strategy document isn’t meant to sit in a Google Drive folder collecting digital dust.
It should be a living, breathing tool that you revisit often.
Here’s how to keep it useful:
- Review it quarterly to ensure your direction still aligns with your goals.
- Update visuals or voice guidelines as your brand evolves.
- Share it with anyone working on your brand, designers, copywriters, VA, photographer, so everyone stays consistent.
Think of it as your brand’s manual. The clearer it is, the easier it becomes to maintain brand consistency (and save time when onboarding anyone new).
And if your current “strategy” lives as a collection of sticky notes and vague Google Docs… maybe it’s time to upgrade to a proper template.
A great brand strategy document does more than list a few brand buzzwords, it connects your purpose, audience, and visual direction into one cohesive plan.
To recap, the 7 essential elements are:
- Brand Purpose
- Brand Vision + Mission
- Brand Values
- Target Audience
- Brand Positioning
- Brand Voice + Messaging
- Visual Identity Overview
When you have all seven in place, you’ll find it easier to make creative decisions, communicate with clients, and present your work with confidence.
Ready to build yours? Grab my Brand Strategy Template which includes a Brand Strategy Companion Guide to walk you through each section. Complete with examples, follow-up questions, and AI prompts to help you write faster and smarter.
Because a solid brand strategy isn’t about perfection, it’s about clarity, confidence, and connection.
