How to use a brand strategy roadmap to align and focus everyone

Posted on Posted in How to Guide for Marketers, Most Read Brand Stories

Every brand should have a brand strategy roadmap that includes the vision, purpose, values, key issues, strategies, and tactics. As well, it should layer in the brand idea to deliver a consistent brand across the five consumer touchpoints.

Have you ever noticed people who say, “We need to get everyone on the same page” rarely have anything written down on one page. Moreover, the same people who use the term “fewer bigger bets” are fans of little projects that deplete resources. To start, every brand needs a long-range plan everyone can follow. Above all, make sure you can get your brand strategy roadmap on one page. Also, it could be called a strategic plan, or even a strat plan.

Our brand strategy roadmap combines long-range plan elements with our brand idea map

Start with a rough draft with your long-range plan elements


First, the vision in the brand strategy roadmap should answer the question, “Where could we be?” Put a stake in the ground that describes an ideal state for your future. It should be able to last for five to 10 years. Essentially, the vision gives everyone clear direction. Most importantly, the vision should motivate the team, written in a way that scares you a little and excites you a lot.

Brand purpose: 

Next, the purpose has to answer the question, “Why does your brand exist?” It’s the underlying personal motivation for why you do what you do. Furthermore, the purpose is a powerful way to connect with employees and consumers, giving your brand a soul.


Then, layer in values that should answer, “What do you stand for?” Your values should guide you and shape the organization’s standards. They should connect your beliefs, behaviors, expectations, and motivations. Above all, the brand must consistently deliver each value.


Your goals in the brand strategy roadmap should answer, “What will you achieve?” For example, the specific measures can include consumer behavioral changes, metrics of crucial programs, in-market performance targets, financial results, or milestones on the pathway to the vision. Accordingly, your goals set up a brand dashboard or scoreboard.

Situation analysis: 

Use your deep-dive business review to answer, “Where are we?” Your analysis must summarize the drivers and inhibitors currently facing the brand, and the future threats and untapped opportunities. 

Key issues: 

The key issues answer the question, “Why are we here?” Look at what is getting in your way of achieving your brand vision. Then, ask the issues as questions, to set up the challenges to the strategies as the answer to each issue.


Next, use your strategy decisions to answer, “How can we get there?” Your choices depend on market opportunities you see with consumers, competitors, or situations. Most importantly, the strategies must provide clear marching orders. Above all, they define the strategic program you are investing in, the focused opportunity, the desired market impact and the payback in a performance result that benefits the branded business.


Finally, the tactics answer, “What do we need to do?” Framed entirely by strategy, tactics turn into action plans with clear marching orders to your teams. Decide on which activities to invest in to stay on track with your vision. Most importantly, the best ideas must deliver the highest ROI (return on investment) and the highest ROE (return on effort).

Align the brand idea across five consumer touchpoints

Today’s market is a cluttered mess. The consumer is bombarded with brand messages all day, and inundated with more information from influencers, friends, experts, critics, and competitors. While the internet makes shopping easier, consumers must now filter out tons of information daily. Moreover, the consumer’s shopping patterns have gone from a simple, linear purchase pattern into complex, cluttered chaos.

Use the brand idea as an organizing tool

Five main touchpoints reach consumers, including the brand promise, brand story, innovation, purchase moment, and consumer experience. Regardless of the order, they reach the consumer; if the brand does not deliver a consistent message, the consumer will be confused and likely shut out that brand.strategic plan. Brands cannot control what order each touchpoint reaches the consumer. And, they can undoubtedly align each of those touchpoints under the brand idea.

Brand promise: 

First, use the brand idea to inspire a simple brand promise that separates your brand from competitors. Essentially, make sure you position your brand as better, different, or cheaper.

Brand story: 

Next, use a brand story to bring the brand idea to life to motivate consumers to think, feel, or act while it works establishes the ideal brand’s reputation to be held in the minds and hearts of the consumer. Above all, the brand story aligns all brand communications across all media options.



Then, use the brand idea to build a fundamentally sound product, staying at the forefront of trends and technology to deliver innovation. Furthermore, steer the product development teams to ensure they remain true to the brand idea.

Purchase moment: 


In addition, make sure the brand idea must move consumers along the purchase journey to the final purchase decision. Essentially, use the brand idea to align the sales team and set up retail channels. 

Consumer experience: 


Finally, turn the usage into a consumer experience that becomes a ritual and favorite part of the consumer’s day. And, the brand idea guides the culture of everyone behind the brand who deliver the experience.

The brand strategy roadmap aligns and focuses everyone

Always look at a long-range plan as an opportunity to make decisions on how to allocate your brand’s limited resources. Apply those resourses to the smartest ideas that will drive the highest return. Make the best financial investment choices. Furthermore, make the best decisions on how to deploy your people.

Healthcare example of our Brand Strategy Roadmap

Our Brand Toolkit has every template slide you need to run your brand

If you are running a consumer-driven brand or you are a consultant looking after clients, our Brand Toolkit has every PowerPoint slide you would need.

  • Our comprehensive Brand Toolkit package has over 120 PowerPoint slides with templates for brand plan presentations, brand positioning presentations, and business review presentations. You will get slides for a creative brief, brand concept, brand credo, and brand story.
  • You will get blank slides for you to populate. Each line has key definitions. And, we provide a fully completed brand toolkit using Gray’s Cookies.
  • Bonus: We include reading on strategic thinking and how to write brand plans from our Beloved Brands playbook. You will find many of our models in our Brand Toolkit.

Examples of the slides we include in our Brand Toolkit

Beloved Brands is the playbook to keep at your fingertips

Our readers tell us they reach for Beloved Brands a few times each week as a reference toolkit to help them with the day-to-day management of their brand.

  • To start, we will challenge you with questions that get you to think differently about your brand strategy.
  • Then, we take you through our process for defining your brand positioning. We will open your mind to new possibilities for how you see you can differentiate your brand. And, we use examples of brand positioning statements to bring the learning to life.
  • Next, we will show you how to write a brand plan that everyone can follow. Make sure all stakeholders know precisely how they can contribute to your brand’s success.
  • Moreover, we will show you how to run the creative execution process, show you how to write an inspiring brief, and make decisions to find both smart and breakthrough work.
  • Finally, you will learn new methods to analyze the performance of your brand with a deep-dive business review.

Above all, over 90% of our Amazon reviews receive five-star ratings, and Beloved Brands has spent numerous weeks as a #1 bestseller in brand management.