Brand strategy template

Your brand looks inconsistent across platforms. Your social media presence appears disconnected from your website, and your marketing campaigns lack a compelling and cohesive brand message. Customers struggle to recognize your brand identity, and your team works without a shared understanding of tone or purpose.

A brand strategy template gives you the structure to fix that. Instead of relying on notes or unaligned brainstorming sessions, you can use a single, organized framework to capture your brand positioning, refine your brand identity, and connect every touchpoint to a unified strategy. Whether you work at a startup or manage an established company, a template saves time, keeps everyone on brand, and helps you make data-backed marketing decisions.

Who benefits from brand strategy templates?

At Asana, brand and marketing teams often start with a simple idea but struggle to maintain consistent messaging as campaigns scale. Using a brand strategy template provides a shared space for defining brand values and aligning on voice before any creative work begins.

Brand strategists, marketing managers, and creative directors benefit from using effective brand strategy templates. They remove ambiguity when developing a brand positioning statement, crafting a value proposition, or refining a brand personality. Designers can reference the brand style guide within the template to ensure visual elements are consistent, while content marketing teams use it to maintain tone and messaging across blogs, social media, and campaigns.

Small business owners, startups preparing for launch, and companies undergoing rebranding find a template for brand strategy especially useful. A template supports market research, organizes insights from competitor analysis, and turns brand decisions into well-defined and measurable initiatives. That means even small teams can build a strong brand with the same precision as larger companies.

Why use Asana’s brand strategy template

One Asana customer, a retail startup, reduced brand confusion by half by switching from siloed brand documents to a single brand strategy template. They aligned their brand mission, core values, and brand promise in one central place, which made campaign planning faster and more consistent.

Using Asana for your brand strategy means your marketing plan becomes a living document. You assign tasks, attach visual assets, and track progress on brand-related projects. The template is ideal for establishing brand voice, building brand identity, and tracking how each marketing initiative supports your overall brand vision.

Use Asana’s free brand strategy template to:

• Define your brand purpose, unique value, and positioning in one place.

• Organize brand design assets like logos, typography, and color palettes.

• Align stakeholders on tone of voice, messaging, and ideal customers.

• Track progress on rebranding or brand-building initiatives.

• Create a reference point for consistent marketing campaigns.

How to use this brand strategy template

The brand strategy template helps you transition from defining your brand to documenting it in a way that your entire team can follow. Tasks and columns make it easy to assign work, set timelines, and track both creative and strategic progress.

You can also adapt the template for rebranding, new product launches, or campaign-specific branding projects.

Step 1: Core brand elements

Begin by defining the essentials in the Core Brand Elements section. Create tasks for your mission, vision, and core values, and include items for your value proposition and brand promise. Use the Brand Element Stage column to track whether each is in draft, review, or finalized.

These foundational elements guide every other step in your strategy. Assign responsibilities to stakeholders, set due dates to keep work on track, and use the Priority Level column to highlight items that must be approved before moving to graphic design or marketing work.

Step 2: Target audience analysis

Move to the Target Audience Analysis section to define your brand’s ideal customer. Add tasks for developing audience personas, documenting demographics, and identifying key pain points. Attach relevant market research or competitor analysis files to each task for quick reference.

Audience insights make it easier to connect your brand with the right people. Track spending for surveys or research using the Budget Allocation column, and add a risk level to highlight where missing or incomplete data might weaken targeting.

Step 3: Brand positioning and personality

Use the Brand Positioning and Personality section to capture your brand's positioning statement, personality traits, and competitive differentiators. Break each into separate tasks so approvals happen more efficiently.

Positioning and personality affect every touchpoint, from brand messaging to visual design. Assign ownership to team members who can shape both strategic direction and creative tone, then set due dates to maintain momentum while giving space for thoughtful development.

Step 4: Brand communication and storytelling

In the Brand Communication and Storytelling section, develop the language and narratives that bring your brand to life. Create tasks for messaging pillars, your brand story, and tone of voice guidelines.

Effective communication is the backbone of successful brand consistency across all channels. Use the Priority Level column to flag high-impact copy that shapes customer perception. Assign tasks to writers, designers, and marketing managers so each element reflects both creative and strategic goals.

Step 5: Visual identity and guidelines

The Visual Identity and Guidelines section stores all the visual elements your brand uses. Add tasks for logo design, color palette selection, typography, and imagery rules. Attach design files directly to tasks so the entire team works from approved assets.

Visual identity reinforces brand name recognition across platforms. Track costs for design work in the Budget Allocation column and use the Risk Level to flag dependencies, such as finalizing brand colors before creating a style guide.

Step 6: Review and finalization

Use the Review and Finalization section to bring all brand elements together for approval. Add tasks for stakeholder sign-off, final edits, and distributing the completed brand strategy to your team.

This stage ensures consistency before public release. Update the Brand Element Stage column to “finalized” for approved items and track any last-minute concerns in the Risk Level column to avoid delays.

Step 7: Implementation planning

If your strategy involves a rollout, use the Implementation Planning section. Add tasks for updating existing materials, training teams, and launching campaigns that reflect your updated brand.

Link each implementation task to the corresponding brand element to ensure consistency. Set deadlines and assign owners so each department knows when to make updates.

Step 8: Ongoing monitoring and updates

Use the Ongoing Monitor section to keep your strategy current and relevant. Add tasks for scheduled reviews, gathering feedback, and updating guidelines as the market or your business evolves.

Use the Risk Level column to identify outdated materials that could harm brand consistency. Keep the Brand Element Stage current so everyone knows when an update moves into planning, review, or finalization.

Asana planning features

Features in Asana let you customize the brand strategy template to match your workflow. You can view information in different layouts, tag key details, and keep brand assets connected to live projects.

Review the complete list of Asana features for more possibilities.

Project views

Switch between List, Board, and Timeline views to manage brand strategy tasks. Use a Board view to group projects by stage, such as brand research, identity design, and launch. Timeline view works well for tracking long-term initiatives like rebrands, helping you spot scheduling conflicts before they affect delivery.

Custom fields

Add fields for priority, status, or campaign type. Mark initiatives as brand awareness, product launch, or content-driven to keep marketing efforts organized. You can also filter tasks by these fields to quickly locate high-priority brand initiatives during review meetings.

Attachments

Store brand assets directly in the template, from logo files to style guides. Keeping files linked to the relevant task ensures that your team never has to search through shared drives for the correct version. The most up-to-date materials stay accessible for creating marketing or design work.

Approvals

Streamline creative workflows by assigning approval tasks for designs, messaging, or campaign plans. Decision-makers can provide feedback and sign off on projects within Asana to keep them moving. Clear approval paths eliminate delays caused by scattered email threads or unclear processes.

Reports

Track progress on brand initiatives and measure KPIs like engagement or recognition. Use reports to identify which branding projects meet their deadlines and where bottlenecks occur. Share reports with stakeholders to show measurable progress on strategic brand goals.

Recommended integrations

Integrations connect your brand marketing strategy template with the tools you already use. See the Asana app gallery for more ideas.

Slack

Send updates or new ideas from Slack directly to your brand strategy project. Valuable input from casual conversations or brainstorming sessions is captured and tracked. You can also receive Asana notifications in Slack so you never miss a task update.

Google Drive

Link brand documents, creative assets, and style guides from Drive to Asana. Designers, copywriters, and marketers can work from the same source materials without duplication. Version control becomes easier when everyone accesses the same linked file rather than downloading multiple copies.

Figma

Attach design files and prototypes so stakeholders can comment and approve them directly within Asana. Designers can update files in Figma and have the changes instantly available in the task. The integration helps ensure brand identity concepts receive feedback before they are finalized.

Canva

Bring social media graphics or brand presentations into Asana for tracking and approval. Marketing teams can see how each creative piece fits into the broader brand strategy. Campaign visuals stay aligned with approved brand guidelines.

Dropbox

Store large brand videos or high-resolution images and link them to relevant brand strategy tasks. Assets remain accessible without overloading Asana’s file storage. Linking Dropbox files ensures your creative team works with the highest-quality formats.

FAQs about brand strategy templates