Looking for an ideal brand plan format? Here is our template.

We recommend the brand plan process starts with a deep dive look into every part of the business. Then summarize the key issues of everything that is in the way of the brand vision. The issues help frame the overall brand strategies where you will deploy your limited brand resources. Many of today’s marketers struggle with writing the brand plan. We offer a brand training program that will help them learn every aspect of the brand plan.


Below is our 20-page brand plan template

Details of the plan

When you review our Brand Plan format, you will see all the essentials that you need to gain management’s approval of your brand plan.

  • Vision
  • Goals
  • Sales Projection
  • Summary of the Business Review
  • Key Issues and Strategies
  • Each Strategy laid out in detail
  • Execution Plan 
  • Plan Calendar that shows overall timing
  • Marketing Budget

I’m also a big believer in getting your brand plan onto one page

That’s a lot of information, but the plan should guide everyone that works on the brand: brand team, agencies, sales, R&D, Finance, HR and senior management. Everyone likely cares about various specific sections, but the brand manager should use the plan to bring everyone together. This is where our brand training program can help.

To read more about how to write a brand plan, click on this story below:

How to build a smart Brand Plan everyone can follow

As a brand coach, we critique and challenge each section to ensure the plan is much stronger. Here is the workshop we run:

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our brand training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911


Graham Robertson bio