How to prepare a brand strategy project before hiring

1. Be clear about why you want it

Write down the trigger. Perhaps you are launching a new business, changing direction, entering a new market, or noticing that your messages feel inconsistent. The reason shapes the project. A start-up needs a first positioning, while an established company may need to clarify and refresh what it already has.

2. Describe your customers

List who you serve, what problem they have and what they care about. If you have customers already, note what they say about you and why they chose you. Share real examples, such as reviews, emails or interview notes, because they show the language people use. If you are unsure, say so; the strategist can help plan some light research.

3. Name your competitors and alternatives

List a few businesses customers might choose instead of you, including indirect alternatives such as doing the task themselves. Note what you admire about them and what you think they miss. Positioning only makes sense in comparison, so a clear picture of alternatives helps the strategist find the space where you can stand out.

4. Gather your story and values

Explain why the business exists, what you believe and how you work. Mention proof points such as results, experience or awards. Strategy should be honest and specific; vague claims such as high quality and great service describe every business and persuade nobody.

5. Agree the deliverables

Ask exactly what you will receive. Common items include a positioning statement, audience profiles, key messages, a voice and tone guide, and examples of how to apply them. Ask whether a workshop or interview is included, how many revisions you get and whether the strategist will brief the designer or copywriter who follows. A strategy that lives only in a drawer is wasted, so ask how it will be applied.

6. Plan what comes next

Strategy leads to practical work: a logo or style guide, website text, packaging and marketing materials. Decide in advance who will do these tasks and how the strategist will hand over. Keep the final document short enough that your whole team can read and use it.

Questions to ask the strategist

• What is your process, and what will you need from me at each step?
• How do you research my customers and competitors?
• Can you show examples of strategy documents you have written?
• Will there be a workshop, interview or questionnaire?
• What will the final document contain, and in what format?
• Can you help brief a designer or writer so the strategy is carried out?

Using the strategy

Once you have the strategy, put it to work quickly. Share a short summary with everyone who writes, designs or sells for your business. Use it as a filter when you make choices: does this message, image or offer fit who we are and who we serve? Update your website text, social profiles and sales materials so that they say the same thing. Review the strategy every year or when the business changes direction. A living document that people actually use is worth far more than a polished one that sits unread.

Budget and timing

Strategy projects range from a short workshop and summary to a deep research engagement. Match the scope to the stage of your business: a start-up may only need a clear positioning statement and voice guide, while a company with several products may need more research. Ask for a timeline with stages and decision points, and set aside time on your side for interviews and feedback, since the quality of a strategy depends on how well the strategist understands your business.

Common mistakes

• Starting with a logo and treating strategy as an afterthought.
• Writing claims that every competitor could also make.
• Skipping customer input and relying only on opinion.
• Ending with a long document that nobody uses.