How to Write a Brand Strategy in a Business Plan
Your brand isn't just a logo—it's the emotional territory you own in customers' minds. Here's how to define and articulate a brand strategy that differentiates you in a crowded market.
The Brand Positioning Framework
Brand positioning is the unique space you occupy in the market. Use this framework to define yours:
Brand Positioning Statement Template
For [TARGET AUDIENCE]
who [HAVE THIS NEED/PROBLEM],
[BRAND NAME] is the [CATEGORY]
that [KEY BENEFIT/DIFFERENTIATION].
Unlike [COMPETITORS],
we [UNIQUE PROOF POINT].
Example: Apple (circa 2007)
"For creative professionals and design-conscious consumers who value intuitive technology, Apple is the premium technology brand that makes powerful technology beautifully simple. Unlike Microsoft and Dell, we design the entire experience—hardware, software, and services—to work seamlessly together."
Components to Define
- Target Audience: Who specifically? (not "everyone")
- Frame of Reference: What category/market?
- Point of Difference: What makes you unique?
- Reason to Believe: Why should they trust you?
Real Example: Patagonia
Target:
Environmentally conscious outdoor enthusiasts
Category:
Outdoor apparel and gear
Differentiation:
High-performance gear with environmental responsibility
Proof:
1% for the Planet, Fair Trade Certified, "Don't Buy This Jacket" campaign
Brand Personality & Archetypes
If your brand were a person, who would they be? Choose 1-2 brand archetypes that guide your messaging and positioning:
The Hero
Courageous, determined, overcomes challenges
Examples:
Nike, FedEx, Duracell
Use When:
Your product helps customers achieve difficult goals or overcome obstacles
The Innovator
Visionary, creative, pushing boundaries
Examples:
Tesla, Apple, SpaceX
Use When:
You're disrupting an industry or creating new solutions
The Caregiver
Nurturing, protective, compassionate
Examples:
Johnson & Johnson, Volvo, UNICEF
Use When:
Your focus is safety, health, or supporting others
The Sage
Knowledgeable, thoughtful, trusted advisor
Examples:
Google, MIT, The Economist
Use When:
You provide information, education, or expertise
The Rebel
Disruptive, bold, challenges status quo
Examples:
Harley-Davidson, Virgin, Diesel
Use When:
You're challenging industry norms or conventions
The Jester
Playful, fun, brings joy
Examples:
Old Spice, M&M's, Ben & Jerry's
Use When:
You want to make a serious category more approachable and fun
Tone of Voice Guide
Your tone of voice is how your brand sounds across all communication. Define it clearly so every piece of content feels consistent:
4-Dimensional Voice Framework
Formal (Law Firm, Bank):
"We respectfully request your consideration of our proposal."
Casual (Startup, DTC Brand):
"Let's chat about making this happen!"
Funny (Geico, Dollar Shave Club):
"Our razors are so sharp, they'll make your face jealous of your legs."
Serious (IBM, McKinsey):
"Our analysis identifies three critical factors driving market disruption."
Respectful (Ritz-Carlton):
"We are ladies and gentlemen serving ladies and gentlemen."
Irreverent (Liquid Death):
"Murder your thirst." (water brand with punk rock attitude)
Enthusiastic (Mailchimp):
"High five! Your campaign is on its way to 10,000 subscribers!"
Matter-of-Fact (Stripe):
"Payment processed. Transaction ID: 12345."
Example: Slack's Tone of Voice
We Are:
- • Casual but not sloppy
- • Funny but not silly
- • Confident but not cocky
- • Smart but not pretentious
- • Helpful but not overbearing
We're Not:
- • Overly corporate or stiff
- • Condescending or patronizing
- • Using jargon unnecessarily
- • Trying too hard to be cool
- • Taking ourselves too seriously
Visual Identity Checklist
Visual identity is how your brand looks across all touchpoints. Even if you're pre-launch, define these guidelines:
Color Palette
Choose 2-4 primary colors that evoke the right emotions and differentiate from competitors.
Primary Color
Blue #2563EB
Trust, stability
Secondary Color
Green #10B981
Growth, success
Accent Color
Purple #8B5CF6
Innovation
Pro Tip: Research color psychology for your industry. Blue = trust (finance), Green = health (wellness), Red = urgency (food).
Typography
Select 2 fonts: one for headings, one for body text. Ensure they're readable and match your brand personality.
Heading Font
Inter Bold
Modern, clean, professional. Use for headlines, buttons, CTAs.
Body Font
Inter Regular for all body text and descriptions. Highly readable at small sizes.
Use for paragraphs, descriptions, legal text.
Logo & Imagery Style
Logo Guidelines
- Minimum size: 24px height (digital), 0.5" (print)
- Clear space: Equal to logo height on all sides
- Versions: Full color, monochrome, reversed (white)
Image Style
- Photography: Bright, authentic, people-focused (not stock)
- Illustrations: Flat design, minimal, aligned with color palette
- Icons: Outlined style, 2px stroke weight
Brand Application Examples
Show how your brand appears across different touchpoints:
Website
Social Media
Packaging
Presentations
What to Include in Your Business Plan
Brand Strategy Section (1-2 pages)
Brand Positioning Statement
1-2 sentences using the framework above
Brand Personality/Archetype
Which archetype(s) and why they fit your market
Tone of Voice Guidelines
2-3 descriptors with examples (formal/casual, etc.)
Visual Identity Summary
Logo thumbnail, color palette, font choices (detailed guidelines in appendix)
Competitive Differentiation
How your brand positions against 2-3 key competitors
Example: Brand Strategy Section
EcoFlow (fictional sustainable energy startup)
Positioning:
"For environmentally conscious homeowners who want energy independence without sacrificing convenience, EcoFlow is the home battery system that makes solar simple and stylish. Unlike Tesla Powerwall's industrial look and complex installation, we offer plug-and-play systems with award-winning design that blend into your home."
Brand Archetype:
The Innovator + The Caregiver: We're pioneering sustainable technology while caring for the planet and future generations.
Tone of Voice:
Optimistic but grounded, knowledgeable but approachable, passionate but not preachy. We educate without condescending and inspire without guilt-tripping.
Visual Identity:
Nature-inspired green (#059669) paired with modern slate (#334155). Clean sans-serif typography. Photography showcases real homes, real families—never sterile product shots. Our logo evokes both a leaf and an energy flow.
Build a Brand Strategy That Stands Out
PlanAI Pro provides brand positioning templates and visual identity frameworks tailored to your industry.
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