How do we define our brand strategy brief?

Separate the problem from the requested solution by treating a request for an identity, website or sales deck as a starting hypothesis, not a strategy. Establish the business challenge before committing to an output.

The Frameworks argues that a requested asset may not be what the business actually needs. Its approach starts by examining how the client has framed the challenge, recognising that internal discussions, processes and competing perspectives shape the initial brief. For a maritime engineering firm, The Frameworks interviewed internal stakeholders to understand the roots of a brand-perception problem that leadership wanted to change.

Use stakeholder discussions to test the initial diagnosis. The brief should articulate the problem creative work must address, rather than simply name something to produce.

Investigate the context behind the brief with open questions before deciding what detailed research to conduct. Ask whether the problem has been understood correctly and what underlying issues, trends or forces might be driving it.

The Frameworks divides the process into two stages: understanding the context, then researching the defined problem. The initial conversations help determine which questions to ask next and which research approach will provide the necessary information. Its strategy-first approach also examines audience expectations, insights and empathy rather than accepting the brief at face value.

Use the early conversations to shape the research plan, rather than choosing a method before understanding the challenge. Once the investigation is complete, share the insights and recommendations so that the findings inform the next decisions.

Turn the findings into a focused direction by prioritising the essential challenge and insights, then expressing them plainly. A creative brief needs a clear foundation, not an exhaustive inventory of business challenges, audience observations and product benefits.

The Frameworks uses John Maeda's Shrink, Hide, Embody model to explain the process: reduce the possibilities, articulate what matters simply, then consider how to express it verbally or physically. When developing its own employee value proposition, The Frameworks shortlisted non-negotiable attributes, distilled their common meaning and expressed the direction as "let us bring out the best in you".

Apply the same discipline to the brand strategy brief. State the central problem and the insights that set the direction, giving creative teams a foundation that focuses their effort while leaving room for expression.