branding business plan example

Not to mention, belongingness —the need for love, affection, and being part of groups— falls directly in the middle of Maslow's hierarchy of needs, which aims to categorize different human needs.

The lesson to be learned? Find a way to connect with your customers on a deeper, more emotional level. Do you give them peace of mind? Make them feel like part of the family? Do you make life easier? Use emotional triggers like these to strengthen your relationship and foster loyalty.

4. Flexibility

In this fast-changing world, marketers must remain flexible to stay relevant. On the plus side, this frees you to be creative with your campaigns.

You may be thinking, "Wait a minute, how am I supposed to remain consistent while also being flexible?"

Good question. While consistency aims to set the standard for your brand, flexibility enables you to make adjustments that build interest and distinguish your approach from your competition.

A great example of this type of strategic balance comes from Old Spice . These days, Old Spice is one of the best examples of successful marketing across the board.

However, up until recently, wearing Old Spice was pretty much an unspoken requirement for dads everywhere. Today, it's one of the most popular brands for men of all ages.

The secret? Flexibility.

Aware that it needed to do something to secure its place in the market, Old Spice teamed up with Wieden+Kennedy to position its brand for a new customer base.

Between new commercials, a new website, new packaging, and new product names, Old Spice managed to attract the attention of a new, younger generation by making strategic enhancements to its already strong brand.

If your old tactics aren’t working anymore, don’t be afraid to change. Just because it worked in the past doesn't mean it's working now.

Take the opportunity to engage your followers in fresh, new ways. Are there some out-of-the-box partnerships your brand can make? Are there attributes about your product you never highlighted? Use those to connect with new customers and remind your old ones why they love you.

5. Employee Involvement

As we mentioned before, achieving a sense of consistency is vital if you wish to build brand recognition. And while a style guide can help you achieve a cohesive digital experience, it's equally essential for your employees to be well-versed in communicating with customers and representing the brand.

If your brand is playful and bubbly through Twitter engagements, it won’t make sense if a customer called in and was connected with a grumpy, monotone representative, right?

To avoid this type of mismatched experience, take note of Zappos' approach.

If you've ever been on the line with a customer service representative from Zappos, you know what I'm talking about. If you haven't, check out this SlideShare which details some of its most inspiring customer support stories.

By holding all Zappos employees to its core values and helping other companies implement the same approach, Zappos has built a strong reputation for solid, helpful, and human customer service.

If you already have people that love you, your company, and your brand, don’t just sit there — reward them for that love.

These customers have gone out of their way to write about you, tell their friends about you, and act as your brand ambassadors.

Cultivating loyalty from these people early on will yield more returning customers — and more profit for your business.

Sometimes, just a thank you is all that's needed. Other times, it's better to go above and beyond. Write them a personalized letter. Send them some special swag. Ask them to write a review and feature them prominently on your website. (Or all of the above!)

When we reached 15,000 customers here at HubSpot , we wanted to say thank you in a big way while remaining true to our brand ... so we dropped 15,000 orange ping pong balls from our fourth-floor balcony and spelled out thank you in big metallic balloons:

And while it may have seemed a little out of the ordinary to some folks, the gesture made perfect sense for those who know our brand.

Loyalty is a critical part of every brand strategy, especially to support your sales organization.

Highlighting a positive relationship between you and your existing customers sets the tone for what potential customers can expect if they choose to do business with you.

7. Competitive Awareness

Take the competition as a challenge to improve your own strategy and create greater value in your overall brand. You are in the same business and going after the same customers, right? So watch what they do.

Do some of their tactics succeed? Do some fail? Tailor your brand positioning based on their experience to better your company.

Keeping tabs on your competitor's social mentions for HubSpot customers is easy using the Social Monitoring App . Check out this article to learn more about setting up custom social streams.

While staying in tune with your competitor's strategies is essential if you want to enhance your brand, don't let them dictate every move you make.

Sure, you probably sell a similar product or service as many other companies, but you're in business because your brand is unique. By harping on every move your competitor makes, you lose that differentiation.

Branding Methods

• Attitude Branding
• Individual Branding
• Product Branding
• Co-branding
• Minimalist Branding
• Brand Extension Branding

Let’s discuss each branding method.

1. Attitude Branding

This form of branding refers to a feeling or attitude that customers associate with your brand.

Nike is a brand that has perfected this type of branding. With the ‘Just Do It’ slogan, Nike promotes a lifestyle that customers can enjoy by wearing this brand of products.

With such a slogan, Nike promotes the idea that all customers are athletes when they're wearing Nike products.

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2. Individual Branding

This type of branding is when a product or service gets a unique identity, perhaps in a different brand name to attract new customers in the market.

Unilever is an excellent example of a brand that uses individual branding. The company has three divisions, each creating some of the best-known brands in its niche.

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3. Product Branding

Product branding is perhaps the most popular type of branding. Here, the brand associates a logo, name, color, and design with a product to create a unique identity for the product.

It’s one of the best branding methods because it gives life to products and increases uniqueness.

A great example is Apple’s MacBook offerings. The ‘Air,’ ‘Pro,’ and ‘Mac’ branding conveys unique messages and reinforces the quality of the product offering.

This type of branding is usually used by brands that prefer to let products speak for themselves.

5. Minimalist Branding

Mastercard is an excellent example of a brand that uses minimalist branding.

We might not know what the red and yellow circles mean, but you’ll know that it belongs to MasterCard.

Pro tip:  Need a logo your customers can recognize at a glance? Try our free Logo Maker . 

6. Brand Extension

This unique branding method is when a company uses one of its popular or established brand names on a new product. The idea behind this method is to use the already existing brand equity to boost the latest product.

Companies that use it hope customers will be more receptive to the new offering because of the brand extension.

Logo, color palette, and font are important aspects of branding. You can create your own using HubSpot's Brand Kit Generator .

The Importance of Strategic Branding

Managing a brand is hard work, and it’s more challenging when you’re in an oversaturated market where every brand looks the same.

One of the crucial steps to growing in an oversaturated market is highlighting what makes your brand unique — which is what strategic branding is all about.

With strategic branding, you future-proof your brand and develop it in a way that differentiates you from others. By communicating uniqueness to customers, you strengthen your selling power, brand value, and customer loyalty.

Editor's note: This post was originally published in November 2020 and has been updated for comprehensiveness.

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How to Create a Winning Brand Strategy for Your Business

A brand strategy is a long-term plan that defines how you communicate your brand’s identity, values, and personality to your target audience. It guides every aspect of your branding, from your logo and website to your social media and marketing campaigns. A brand strategy helps you stand out from the competition, build trust and loyalty with your customers, and achieve your business goals.

But how do you create a brand strategy that works for your business? What are the different types of branding strategies you can choose from? And what are the essential elements of a successful brand strategy? In this blog post, we will answer these questions and more. Let’s get started!

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4 Types of Branding Strategies

Before you create your brand strategy, you need to decide what type of branding strategy you want to follow. There are four main types of branding strategies, each with its own advantages and disadvantages. Here are the four types of branding strategies:

Product branding: This is when you focus on creating a strong brand identity for each of your products or services. Think of Apple, Nike, or Coca-Cola. Each of their products has a distinct name, logo, design, and personality that appeals to a specific segment of the market. Product branding allows you to differentiate your products from others and create loyal customers who love your brand.

Corporate branding: This is when you focus on creating a strong brand identity for your entire company or organization. Think of Google, Amazon, or Starbucks. Their brand name is synonymous with their company name, and they use it across all their products and services. Corporate branding allows you to create a consistent and unified image for your business and leverage your reputation and credibility across different markets.

Personal branding: This is when you focus on creating a strong brand identity for yourself as an individual or a professional. Think of Oprah Winfrey, Elon Musk, or Gary Vaynerchuk. They have built their personal brands around their expertise, values, and personality, and they use them to promote their businesses, causes, or careers. Personal branding allows you to establish yourself as an authority and influencer in your field and attract more opportunities and followers.

Employer branding: This is when you focus on creating a strong brand identity for your employees and potential employees. Think of Netflix, Zappos, or Shopify. They have built their employer brands around their culture, values, and benefits, and they use them to attract and retain the best talent in the industry. Employer branding allows you to improve your employee engagement, productivity, and retention, as well as your customer satisfaction and loyalty.

Essentials for a Winning Brand Strategy

Now that you know the different types of branding strategies, you need to know what are the essential elements of a winning brand strategy. A brand strategy is not just about having a catchy name or a cool logo. It’s about creating a clear and compelling story that connects with your audience on an emotional level. Here are the essential elements of a winning brand strategy:

This is the reason why your brand exists beyond making money. It’s the core value that drives everything you do and the impact you want to make in the world. Your brand purpose should answer the question: Why does your brand matter?

This is the long-term goal that you want to achieve with your brand. It’s the ultimate destination that guides your direction and decisions. Your brand vision should answer the question: Where do you want your brand to be in the future?

This is the specific action that you take to fulfill your brand purpose and vision. It’s the concrete objective that defines what you do and how you do it. Your brand mission should answer the question: How do you deliver value to your customers?

These are the principles that shape your brand culture and behavior. They are the beliefs that guide how you interact with your customers, employees, partners, and stakeholders. Your brand values should answer the question: What do you stand for?

Positioning

This is how you differentiate your brand from your competitors in the market. It’s the unique value proposition that makes your brand appealing and relevant to your target audience. Your brand positioning should answer the question: What makes your brand different and better than others?

Personality

This is the human-like traits that characterize your brand voice and tone. It’s the way you express yourself through words, images, colors, fonts, sounds, etc. Your brand personality should answer the question: How do you want people to feel about your brand?

This is the visual representation of your brand personality. It’s the logo, name, slogan, design, style, etc., that make your brand recognizable and memorable. Your brand identity should answer the question: How do you want people to see your brand?

How to Create a Brand Strategy in 8 Steps

Step 01 - define the brand vision and mission.

Articulate the core essence of your brand and the impact you want to make in the world. Think about your brand’s origin story, values, beliefs, and goals. Your brand vision is your long-term aspiration and your brand mission is your short-term action plan to achieve it.

Step 02 - Conduct a Brand Audit and Research Your Target Market

Evaluate the current state of your brand and identify the gaps and opportunities for improvement. You also need to understand your target audience’s demographics, psychographics, behaviors, and pain points. You can use tools such as SWOT analysis, competitor analysis, customer surveys, interviews, focus groups, etc. to gather relevant data and insights.

Step 03 - Identify a Your Unique Value Proposition

Define what makes your brand stand out from the crowd and how you want to position yourself in the minds of your customers. You should highlight the benefits and solutions that your brand offers and how they are different from or better than your competitors. You should also craft a clear and compelling positioning statement that summarizes your brand essence, target market, and competitive advantage.

Step 04 - Develop the Brand Identity and Voice

Create the visual and verbal elements that represent your brand personality and values. You should choose a name, logo, slogan, color palette, typography, imagery, etc. that reflect your brand identity and resonate with your target audience. You should also establish a consistent tone of voice that matches your brand identity and conveys your brand message effectively.

Step 05 - Create a Brand Story and Messaging Framework

Tell a captivating story that connects with your audience on an emotional level and inspires them to take action. You should use storytelling techniques such as setting, characters, conflict, resolution, etc. to craft a narrative that showcases your brand’s purpose, values, and journey. You should also develop a messaging framework that outlines your key messages, supporting points, and call-to-action for different audiences and scenarios.

Step 06 - Establish Brand Guidelines and Standards

Document the rules and best practices for using your brand elements and maintaining your brand consistency and quality. You should create a brand style guide that specifies how to apply your brand identity and voice across different media and channels. You should also create a quality assurance checklist that ensures that your brand meets the expectations and standards of your customers and stakeholders.

Step 07 - Implement the Brand Strategy and Launch Your Brand

Execute your brand plan and introduce your brand to your audience. You should align your internal team and external partners on your brand strategy and goals. You should also create a launch plan that details the timeline, budget, resources, activities, channels, etc. for launching your brand. You should also prepare a launch campaign that generates awareness, interest, desire, and action for your brand among your target market.

Step 08 - Monitor, Measure, and Refine the Brand Strategy

Track the brand performance and feedback and make adjustments to improve your brand over time. You should define the key performance indicators (KPIs) and metrics that reflect your brand objectives and outcomes. You should also collect and analyze the data and feedback from various sources such as analytics tools, customer reviews, social media mentions, etc. You should also conduct regular reviews and audits to evaluate your brand results and identify areas for improvement.

Benefits of Having a Good Brand Strategy

Having a good brand strategy can bring many benefits to your business, such as:

• Increased awareness: A good brand strategy can help you create a strong and consistent image for your business that attracts attention and recognition from potential customers.
• Enhanced loyalty: It can help you build trust and emotional connection with your customers that fosters retention and advocacy.
• Improved profitability: Increase customer satisfaction and loyalty, which leads to more referrals, repeat purchases, and revenue.
• Reduced costs: Optimize your marketing efforts and resources by focusing on the most effective channels and messages for your target audience.
• Greater impact: Align your business goals with your social and environmental responsibilities by creating a positive difference in the world.

How to Build Your Brand Strategy with Creately

With Creately, you can create a workspace which serves as a Wiki for your brand strategy.

• Use the brand strategy template to iron out the process of creating your brand.
• Add notes, links and attachments to each section of the brand strategy to add additional information.
• Use colour themes and visual elements to develop the brand personality and establish guidelines for the brand.
• Share your brand strategy workspace with relevant teams to get instant feedback with comments and assign specific tasks when developing the brand strategy with @mentions.
• Export your brand strategy in PNG, JPEG, PDF and SVG formats for presentation purposes.

Wrapping Up

A brand strategy is a long-term plan that defines how you communicate your brand’s identity, values, and personality to your target audience. It guides every aspect of your branding, from your logo and website to your social media and marketing campaigns.

To create a winning brand strategy for your business, you need to define the following elements:

• Purpose: Why does your brand matter?
• Vision: Where do you want your brand to be in the future?
• Mission: How do you deliver value to your customers?
• Values: What do you stand for?
• Positioning: What makes your brand different and better than others?
• Personality: How do you want people to feel about your brand?
• Identity: How do you want people to see your brand?

Join over thousands of organizations that use Creately to brainstorm, plan, analyze, and execute their projects successfully.

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Hansani has a background in journalism and marketing communications. She loves reading and writing about tech innovations. She enjoys writing poetry, travelling and photography.

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23 Branding Strategy Examples or How Top Companies Nailed It

Real life brand strategy examples that showcase effective positioning, visual impact, storytelling, and more..

• By Sandra Boicheva
• December 1st, 2023

A brand’s success depends on more than a catchy slogan or logo—it thrives on a well-crafted branding strategy. This strategy is the blueprint guiding how a brand positions itself, communicates and builds its unique identity . Put simply, it’s the deliberate decisions shaping how a company wants to be seen. From positioning to visuals and customer engagement, it basically shapes everything.

A strong branding strategy is the foundation of successful businesses. It’s the compass steering a brand through competition, helping it stand out and deeply connect with its audience, fostering trust and loyalty. With this being said, we will explore real-life branding strategy examples as we look through various approaches that put the top brands we know today on the map.

Branding Strategy Examples: Article Overview

1. brand positioning strategies, 2. visual branding, 3. branding through storytelling, 4. digital branding strategies, 5. global branding strategies, 6. branding evolution and adaptation.

Let’s start with the obvious ones: brand differentiation and value-based branding. In short, differentiation creates a unique market position , while value-based branding communicates a brand’s worth to customers . Both strategies aim to craft a distinctive brand identity that resonates with the audience.

1.1 Differentiation

Differentiation in branding sets a brand apart from rivals by highlighting unique features. Brands focus on design, innovation, or exclusive traits, aiming for a perception of superiority.

The iPhone transformed the smartphone landscape not just through its functionality but through its design philosophy. Apple’s differentiation strategy was evident in its emphasis on aesthetics and user experience.

Unlike other tech giants, Apple didn’t just sell products – it sold a lifestyle . Their “Think Different” campaign wasn’t merely marketing; it was a narrative that positioned Apple as a symbol of creativity and individuality. This approach wasn’t solely about competing in the market; it was about redefining it. By focusing on innovation and design, Apple carved out a distinct niche in an already competitive industry.

Volvo’s differentiation strategy has always been centered around safety. In an industry where speed and luxury are often the primary selling points, Volvo prioritized the safety of its consumers . Innovations like the three-point seatbelt, later followed by collision avoidance systems, became hallmarks of the brand.

This strategic decision not only set Volvo apart but also created a reputation for reliability and care, establishing trust and loyalty among consumers.

1.2 Value-Based

Value-based branding centers a brand’s identity on core values or benefits for customers. It communicates worth beyond the product, emphasizing affordability, convenience, or sustainability.

Dollar Shave Club

Dollar Shave Club disrupted the grooming industry by shifting the focus to convenience and affordability. Their value-based strategy was simple yet powerful—offering quality razors at lower costs through a subscription model.

By highlighting the value of saving time and money , they connected with customers seeking practicality and value in their shaving routines. Their marketing didn’t just sell razors; it sold a solution to a common problem, resonating strongly with their target audience.

IKEA’s value proposition revolves around affordability, style, and convenience . They didn’t just offer furniture; they offered an experience. Emphasizing affordable yet stylish furniture with easy assembly made interior design accessible to a broader market.

IKEA focuses on self-expression through home decor at affordable prices, while making it possible for customers to create personalized spaces without breaking the bank.

The significance of logos and colors in branding cannot be overstated. They unify a brand’s visual identity, embodying its values and narrative. Serving as powerful tools, logos and colors communicate a brand’s story , establishing emotional connections with consumers and fostering brand loyalty. When implemented effectively, they craft a visual identity that deeply resonates, leaving a lasting impression and strengthening brand-consumer relationships.

2.1 Logo Design

Logo design forms a company’s visual cornerstone, representing its face and association in consumers’ minds. A well-designed logo ensures memorability, aiding visibility amid competition and embedding itself for easy recall. Practical logo design tips include embracing simplicity for recognition, ensuring scalability, relevance to the brand’s identity, and pursuing a timeless design avoiding fleeting trends.

Nike’s logo, known as the “Swoosh,” is a representation of the brand’s identity etched into cultural consciousness.

Nike Advertising Concept by John Hayler

The simple yet dynamic swoosh embodies movement, energy, and aspiration . Its simplicity makes it instantly recognizable, while its association with athleticism and success has made it a symbol of inspiration for athletes and enthusiasts worldwide.

Similarly, Adidas’s three stripes represent a legacy of quality, authenticity, and innovation. The three stripes convey a sense of tradition and expertise, symbolizing excellence and performance.

Adidas Ultra 19′ boost – Product Campaign by Lokesh Mohan

These two logos have transcended their visual simplicity to become powerful representations of the brand’s values , creating an emotional connection with consumers globally.

2.2 Color Psychology

Color psychology influences consumer perception and behavior, aligning emotions with brand messages . Understanding color meanings helps brands align colors effectively. Consistency across brand elements fosters recognition and lasting impacts. Practical strategies involve comprehending emotional implications, maintaining consistency, considering audience preferences, and harmonizing color combinations.

The use of red in Coca-Cola’s branding is a strategic choice deeply intertwined with emotions. Red is associated with passion, excitement, and energy . It evokes feelings of warmth and happiness, aligning perfectly with Coca-Cola’s messaging of joy, celebration, and togetherness.

Source: 130 years of Coca-Cola ads CNN

The brand has successfully used red to create strong emotional connections and associations, making it instantly recognizable and invoking positive sentiments.

FedEx’s use of colors is distinctive in its own right. The bold purple and orange hues in its logo represent trustworthiness, innovation, and vitality . The purple signifies reliability and professionalism, while the vibrant orange denotes energy and enthusiasm.

Source: FedEx Newsroom

The clever use of negative space, with an arrow hidden between the “E” and “x,” not only showcases precision and forward movement but also reflects the company’s reliability and speed.

Branding through storytelling involves crafting narratives that emotionally engage consumers . It goes beyond product features, as it focuses on relatable human experiences and values. For example, brands may share stories of overcoming challenges or supporting social causes, shaping consumer perceptions and building loyalty.

3.1 Narrative Branding

Storytelling can be also a narrative branding which involves crafting a captivating story around a brand and shaping its identity, values, and mission. This narrative encompasses the brand’s essence, portraying its journey and core values.

For example, TOMS Shoes constructed a compelling narrative around social impact. Their “One for One” campaign linked every purchase to donating a pair of shoes to a child in need.

This transformed buying shoes into an act of social responsibility, fostering an emotional bond beyond the product .

Another great example of narrative branding is Patagonia. The brand story centers on environmental activism . Initiatives like “Worn Wear” encouraged responsible consumerism and highlighted their dedication to environmental causes.

Their narrative resonated strongly with environmentally conscious consumers, aligning with their commitment.

3.2 User-Generated Content

Branding through storytelling can also involve user-generated content. This strategy centers around inviting consumers to create and share brand-related content. It adds authenticity to the brand’s narrative, turning consumers into advocates and building trust.

When talking about user-generated content, Starbucks may be one of the first brands that pops into mind. Starbucks excels in encouraging user-generated content, notably through the #RedCupContest.

Source: Joe Mantarian Instagram

They turned customers into brand ambassadors by inviting creative sharing of Starbucks experiences, strengthening the community, and personalizing the brand story.

GoPro pioneered user-generated content through adventure sharing. Their platform showcased users’ experiences through action cameras , celebrating their adventures and transforming customers into storytellers, connecting deeply with their audience.

These strategies work together, humanizing the brand, and creating a sense of community among consumers , which builds strong brand-consumer relationships.

Moving to digital branding strategies, it’s all about using the internet to create and spread a brand’s identity and messages to more people.

Brands use social media, websites, blogs, and content platforms to build their brand. This means creating a consistent image, talking with customers, and sharing stories using digital tools. Now let’s look at two of these strategies,

4.1 Social Media Branding

Using social media sites is a powerful marketing tool as it enables you to show what your brand is about and talk with people who are interested.

Brands go on platforms like Facebook, X, Instagram, TikTok, and LinkedIn to connect with customers. They make content that fits each site, chat with followers, and build a community by sharing interesting things. This often means being funny, using cool pictures or videos, and talking with people in real time.

Wendy’s, for example, does great on social media by being funny and interesting . They’re known on Twitter for funny comments, epic comebacks, and posts that lots of people like.

Wendy’s talks with people right away, making their brand seem friendly, fun, and quite a bit savage.

Oreo, on the other hand, does social media by telling stories with pictures .

They do cool campaigns on Instagram and Facebook that catch people’s attention. Oreo’s use of pictures and videos shows off their products in creative ways, making a story that sticks with people.

4.2 Content Marketing

The second strategy is about making and sharing useful and interesting stuff to get people interested.

Brands create content such as articles, videos, podcasts, and pictures to help or entertain people. It’s not just to sell things; it’s to give value. Companies want to be trusted experts in what they do, and they use this content to show who they are and what they stand for.

In terms of content marketing, Red Bull focuses on adventure and high-energy sports . They make videos, articles, and events that show a wild and active lifestyle.

Red Bull’s famous “Red Bull Stratos” where someone jumped from really high up is an example. They want to be known for excitement and energy. And their funny cartoons.

Airbnb talks about travel experiences to get people interested. Their “Airbnb Magazine” and blog share stories from people who’ve stayed in different places.

It’s not just about rooms; it’s about sharing cultures and special times. Airbnb wants people to see them as making travel special and personal.

Ways that companies use to spread their brand in different countries are global branding strategies. Companies change how they market, what they sell, and what they say to fit in with different cultures. They do this while keeping the same brand look everywhere.

5.1 Adaptation vs. Standardization

Adaptation refers to changing products or how they’re sold to fit what people like in different places. For example, changing what’s on the menu in one country to match what people prefer to eat there.

Standardization, on the other hand, makes sure everything stays mostly the same around the world. Products, how they’re sold, and what’s said about them don’t change much, keeping the brand the same everywhere.

Companies decide whether to change things for each place or keep everything the same. They make this decision based on how different the markets are, how people act, and what they want to achieve in each place.

Source: McDonald’s Facebook

McDonald’s is a perfect example of adaption. The brand changes its menu in different countries but keeps its core items everywhere . For example, in India, they added vegetarian options to fit what most people there like to eat.

This keeps the brand the same globally but adjusts for local tastes.

Source: Samsung Newsroom

Samsung, on the other hand, is a good example of global standardization. It keeps things mostly the same everywhere.

Their products look and work similarly no matter where you are. This helps people recognize the brand easily, no matter the country.

5.2 Cultural Sensitivity

Cultural sensitivity in global branding refers to understanding and respecting different cultures when talking to different people.

Brands that care about this make sure their products and how they talk about them fit in with local customs and beliefs. They change things to match different cultures, making sure their brand makes sense and is respectful in every place.

Google changes its search engine to fit how people talk and what they look for in different languages and cultures. They include local celebrations and content, respecting different cultures while keeping the brand known globally.

Unilever, Dove, and Lifebuoy

Unilever respects what people like and believes in different places. Brands like Dove and Lifebuoy change how they talk about themselves to fit in with local ideas. Dove’s “Real Beauty” campaign changes its message to match what people in each place think is beautiful, keeping the brand’s big message the same.

No matter if companies change things or keep them the same, understanding different cultures is important. It makes sure the brand fits in and respects everyone, making it more liked and relevant in different places.

Brands change over time to stay important and connect with the people they want to reach in a changing market.

In practice, brands will change how they look, what they sell, or how they sell it to match what people like, how the market changes, or new technology. This could mean freshening up how they talk about the brand, making new products, using new tech, or selling things in new places while staying true to what the brand is all about.

6.1 Rebranding

Rebranding is a big change in how a brand looks, what it stands for, or who it’s trying to reach, to fit in better with what’s happening in the market.

This might mean changing how a brand’s logo looks, what it says, how its products are packaged, or its overall message to show a new direction. This tries to get new people interested or make the brand more exciting for the ones already there, by matching what’s popular or cool right now.

Old Spice changed from being seen as a brand for older men to being cool and funny for younger people. They made funny videos that got really popular, which helped them appeal to a wider group.

Their success came from changing how they looked and talked to connect with a younger crowd while still making good products. And now you’re on a horse! Hyah!

Burberry transformed from being seen as just for a high-class crowd to being more modern and appealing to younger people. They changed how their products looked, and how they marketed and worked with social media stars.

This made them attractive to younger buyers while still keeping their luxury status. Their success came from changing how they looked and talked to reach new customers.

6.2 Adapting to Market Changes

Adapting to market changes means brands change their plans or what they offer to match how people change, the trends in the market, or new technology.

Basically, brands change what they offer or how they sell it to fit what people want. This could mean making new things, changing how they talk about their brand, using new tech, or selling in new places. Adapting helps brands stay important and stay ahead even when things change.

Netflix changed from sending DVDs to becoming a big streaming service. They saw more people liked watching stuff online, so they focused on making their own shows and getting bigger in more countries. By listening to what people wanted and using new tech, they stayed ahead in a busy market.

Let’s Wrap It Up!

To sum up, exploring different ways brands connect with people shows how they try to stay important and connect with their audiences.

Key Points:

• Being Different and Valuing Customers: Being unique and matching what customers care about is important.
• Logos and Colors: Pictures and colors say a lot about who a brand is and how it makes people feel.
• Telling Stories: Stories are powerful in making strong connections with feelings.
• Being Online: Being on the internet is really important for making sure people know about a brand.
• Going Global: It’s hard but important to respect and fit in with lots of different cultures.
• Changing with Markets: It’s necessary to change and fit in with what people want at different times.

Why Change and Being Clever Matter:

Brands that find new ways to do things, whether in products, how they sell, or using new tech, do really well. And being able to change when people and markets change is important too.

Branding will need to be more personal, real, and kind to people and the world. It’ll focus on how brands talk with people, being fair and good, and using new tech. Brands that take risks, change, and keep true to what’s important will be successful.

In the end, the future of branding is in the hands of brands that take chances, adapt, and connect with their audiences honestly. Changing with the times, using tech well, and sticking to what matters will make brands successful in the future.

In the meantime, let’s explore more insights and resources on web design and web development by checking out our other articles!

• Marketing vs. Communications : Do You Know the Difference?
• Branding vs Marketing : The Key Elements of Business Success
• Web Presence 101: Designing Top-Notch Startup Websites

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Download Free Brand Strategy Templates

By Joe Weller | November 2, 2021

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Organizations of all sizes and industries can use a brand strategy template to build a strong brand. In this article, you’ll find over 20 templates in a variety of styles and file formats, all of which are fully customizable and free to download. 

Included on this page, you’ll find a brand strategy plan template , a strategy brainstorming worksheet , a brand communications template , and a brand strategy presentation template , as well as many templates for defining your brand and creating strategic plans.

Brand Strategy Planning Template

Download Brand Strategy Planning Template Microsoft Word | Adobe PDF  | Smartsheet

Build your brand strategy with this comprehensive template. Document your brand’s core values, vision, mission, and target audience. Create buyer personas to pinpoint target customers, and use the competitor analysis section to evaluate the strengths and weaknesses of other brands. This template can help you to craft your brand purpose and positioning statements, unique value proposition, and brand messaging. There’s room to hone your brand identity with details on logo, colors, and other visual elements. Once you’ve developed your own brand strategy framework template, use it to inform all of your content marketing. 

If you’re creating a business-to-business (B2B) brand strategy (rather than one for a business-to-consumer (B2C) company), position your brand as the industry expert that can provide a complete solution to customer needs based on reason and fact, rather than on emotion. Keep in mind that a B2B buyer persona focuses more on job roles rather than individual characteristics. Many stakeholders may be involved in the sales process, and a B2B strategy requires building relationships and trust throughout the longer-term sales cycle.

Brand Strategy Roadmap Template

Download Brand Strategy Roadmap Template — Microsoft PowerPoint

Get a high-level view of your brand strategy plan with this roadmap template, which provides a concise look at key elements of your brand strategy and the marketing tactics you plan to use to meet strategic goals. Enter brief descriptions for your brand’s core values, purpose, vision, big idea, promise, and story. List issues you need to address, strategies to resolve those issues, and action steps to implement. Use this PowerPoint template for your own planning purposes or as part of a presentation in stakeholder meetings.

Brand Strategy Brainstorming Worksheet

Download Brand Strategy Brainstorming Worksheet Microsoft Word | Adobe PDF | Google Docs

Use this template to generate and consolidate brand strategy ideas. The document provides sections to brainstorm values, brand purpose and vision, target audience, brand voice and personality, and taglines. Edit the template headings to reflect the brand elements you need to focus on. Alternatively, you can modify the template and use it for a marketing brainstorm session. Whether you’re focusing on a marketing or brand strategy, get clear about your objectives and set a time limit for your brainstorming session to help generate valuable ideas without overthinking.

Brand Strategy Research Interview Worksheet

Download Brand Strategy Research Interview Worksheet Template

Microsoft Word | Adobe PDF

Support your brand strategy document research with this interview template. Use this completely customizable template to gather valuable insights on the brand’s history from senior leadership and executives with historical brand knowledge. This interview template provides questions to discover key information about the brand. After interviewing key stakeholders, organize your findings to articulate the brand’s foundations.

Brand Essence Wheel Template

Download Brand Essence Wheel Template Microsoft Word | Adobe PDF

A brand essence , also called a brand promise , is a three-to-five word statement that expresses the heart and core of a brand. Use this template to help identify that core promise by drilling down into the customer experience of your brand, the facts and features of your offerings, and key elements of your brand personality. Enter adjectives or short descriptive phrases in each section, as well as keywords or symbols that represent what your brand offers in the Facts section. Each ring in this brand essence wheel informs the core promise statement at the center.

Brand Personality Archetype Template

Download Brand Personality Archetype Template Microsoft PowerPoint | Adobe PDF

Use this archetype template to help define your brand and create a unique story that boosts brand recognition. To select a primary archetype, you’ll need to first identify the common thread among your products and services (or the one that is most profitable), what is truly authentic to your brand, and the audience you are trying to attract. This template shows 12 brand archetypes — each one is different, but they are grouped together into four general purposes: seeking fulfillment, providing stability, leaving a mark, and pursuing connection. For each archetype, you’ll see the primary name, the overarching quality that it stands for, its specific characteristics, and its core purpose. Combine this template with the brand persona worksheet below to develop your brand personality.

Brand Persona Worksheet

Download Brand Persona Worksheet Microsoft Word | Adobe PDF

This template provides a series of questions and exercises to help you define your brand personality, including the following: Who would your brand be if it were a person? What personality traits best describe your brand? Is your brand affiliated with specific beliefs and causes? The template also examines brand voice and visual identity to help you clarify the ways you express your brand personality in your messaging, logo, and visual style. A brand personality will shape all of your messaging, as well as the look, tone, and feel of your digital and print marketing.

Brand Voice Template

Download Brand Voice Template Microsoft Word | Adobe PDF

Develop a consistent brand voice across communications, so that you can increase brand recognition with your audience. Use this template to develop your brand voice by answering questions about your brand, narrowing down your list to a few key adjectives that best describe your brand, and completing the brand voice chart. Use the chart to get specific about how to use your brand voice by listing things to do and things to avoid in order to consistently express each of your chosen characteristics. For example, if one of your brand voice characteristics is “knowledgeable,” aim to be authoritative and utilize data in your communications, and avoid making generalizations.

Brand Positioning Strategy Template

Download Brand Positioning Strategy Template Microsoft Word | Adobe PDF

This template includes brainstorming questions and a brand benefit ladder to help you define your brand positioning , as well as a worksheet that breaks down the brand positioning statement into sections to ensure that it is clear and comprehensive. A positioning statement typically follows this basic structure: “For [target audience], [brand name] is the [frame of reference] that delivers [benefit] because only [brand name] is [reason].” The statement describes how your brand fills a market need and guides messaging across marketing and sales communications. Use this template to clearly state your brand’s unique value proposition, your target audience, and how your brand resolves an unmet customer need.

Customer Journey Map Template

Download Customer Journey Map Template Microsoft Excel |  Microsoft Word | Adobe PDF

The purchase process is a journey for all customers. It begins with a problem that needs to be solved, and moves through the stages of awareness to purchase to ongoing customer loyalty. By understanding the pain points, thoughts, questions, and feelings that potential customers face, brands create effective messaging at every touchpoint along the buyer journey. Use this template to map out the customer experience, identify opportunities, and create action plans to nurture buyer interest, build trust, convert sales, and encourage customer retention.

Brand Communications Strategy Template

Download Brand Communications Strategy Template

Microsoft Excel | Microsoft Word | Adobe PDF  | Smartsheet

Create a thorough brand communications strategy that includes a SWOT analysis of your current communications, measurable objectives, and a competitor analysis. Define your target audience, brand positioning, unique selling proposition, and brand personality. Use the template to identify the communications channels you will use to reach your audience, such as social media, email marketing, web content, PR, paid advertising, or broadcast media. Once complete, evaluate the success of your communications strategy based on your metrics for tracking objectives.

Brand Communications Strategy Example

Download Brand Communications Strategy Example  

Microsoft Word | Adobe PDF | Google Doc

This template shows an effective brand strategy example that includes a sample target audience, unique selling proposition, communication channels, and more. This example template is customizable, and the sample copy can be used as a blueprint for your own brand communication strategy.

Brand Communication Strategy Channels Template

Download Brand Communication Strategy Channels Template 

Microsoft Word | Adobe PDF | Google Docs

Build a consistent content messaging strategy across channels at every stage of the buyer journey. This template aligns your core messaging strategy across all buying stages, including engagement, education, research, evaluation, justification, purchase. It also features post-purchase retention communication strategy sections per channel so that you can maintain loyal customers through adoption, retention, expansion, and advocacy. Plus, it includes an assessment for your team to ensure your messaging is customer-focused, no matter the channel or journey stage.

Brand Communications Strategy Presentation Template

Download Brand Communications Strategy Presentation Template

Microsoft PowerPoint | Google Slides

Use this presentation template to build a communications strategy plan based on the roadmap provided in this customizable template. You can vary the amount of detail you apply to your plan depending on your unique needs, and according to the scope and timeframe of your project.

Brand Communication Plan Example

Download Brand Communication Plan Example 

Microsoft Excel | Microsoft Word | Adobe PDF | Google Docs | Google Sheets

This example template shows an effective brand communication plan that includes the goal of expanding across existing user bases and garnering net-new logos for a business. The template is fully customizable, so you can use the sample copy as a blueprint for your own brand communication plan.

Brand Communication Plan Template

Download Brand Communication Plan Template

Microsoft Word  | Adobe PDF

This template provides a framework — from ideation to execution — for your brand communications. You’ll find space to identify your target audience, note your overarching brand goals and objectives, collaborate on brand messaging, and develop media channels and schedules to ensure you kick off your communication successfully.

Brand Communication Plan Presentation Template

Download Brand Communication Presentation Plan Template

Use this template to develop and present your brand communications plan. This presentation deck includes space to identify your target audience, detail your overarching brand goals and objectives, outline brand messaging and other key factors to ensure you can effectively present your brand communication plan to all stakeholders involved.

Brand Visual Identity Checklist

Download Brand Visual Identity Checklist Microsoft Excel | Microsoft Word | Adobe PDF

This checklist template provides sample questions to help ensure that your brand’s visual identity is consistent and aligns with your brand personality and strategy. The checklist is divided into sections for colors, logo, typography, iconography, and illustrations. Use the list to plan your visual branding and ensure you don’t overlook any steps or details. Consider each section separately — and the list as a whole — and make adjustments to create a sense of cohesion and consistency in all of your visual content.

Brand Perception Survey Template

Download Brand Perception Survey Template Microsoft Word | Adobe PDF

Create a survey template to gauge brand awareness and perception. This template includes example survey questions, such as consumer familiarity with your brand, how they found out about it, and how likely they are to recommend your brand. The survey asks respondents to describe the brand based on a list of traits, ranging from playful and unconventional to classic and authoritative. Edit the template to reflect the brand characteristics and general questions you want to include to measure brand perception.

Brand Strategy Scorecard Template

Download Brand Strategy Scorecard Template — Microsoft Excel

Track and score metrics for your branding goals with this brand strategy scorecard. The template includes a list of example metrics to evaluate, including brand awareness, brand consideration, customer lifetime value, and return on branding investment. The template calculates total scores to provide a sense of overall performance and also helps you to identify areas for improvement. Set target timelines to address issues and achieve your goals.

Brand Strategy Proposal Template

Download Brand Strategy Proposal Template Microsoft Word | Adobe PDF

This template includes several components to help you create a detailed brand strategy proposal for a client. Start by summarizing the situation, including the current branding challenge, an overview of business goals, and why you’re launching this branding project. Describe the positive results the client will receive when it resolves the branding problem. Provide background information, such as brand history, current brand perception in the marketplace, and stakeholder expectations. List goals for the branding project, and describe your analysis methodology, strategy approach, and the branding services you’ll provide. The template also includes space for a project schedule, in which you can highlight milestones and important deliverables.

Brand Strategy Presentation Template

Download Brand Strategy Presentation Template — Microsoft PowerPoint

Create an engaging brand strategy presentation with this PowerPoint slide deck, which covers brand purpose, vision, mission, buyer personas, competitive analysis, unique selling proposition, brand messaging, and more. Enter your text into the preformatted slides, and customize the template by changing colors or headings.

Brand Marketing Strategy Template

Download Brand Marketing Strategy Template

Microsoft Excel | Google Sheets

Use this template to create a brand awareness strategy and timeline. The template includes space to note campaign tactics, goals, target audience, response rate, and costs. It also features a Gantt chart calendar that is separated by quarters, months, and weeks to offer a visual overview of your project timelines. Enter campaign expenses to compare projected versus actual costs. The template also calculates and displays subtotals and total costs at the top.

Brand Launch Strategy Template

Microsoft Excel | Smartsheet

Plan your brand launch strategy with a spreadsheet template that clearly delineates the actions and assets required to carry out a successful launch. Enter tasks and deliverables, assigned owners, lead time for each item, due dates, and final launch date. Prioritize items based on level of importance and time frame, and track the status of all tasks to monitor progress.

Brand Partnership Strategy Template

Download Brand Partnership Strategy Template Microsoft Word | Adobe PDF

Strategic alliances between brands helps both businesses reach common goals. This brand partnership template outlines the strategy behind a proposed partnership, including the joint value proposition, market opportunities, ideal customers, sales strategy, and the potential return on investment. Use the template to develop your partnership strategy and create an organized report.

One-Page Brand Strategy Template

Download One-Page Brand Strategy Template

This simple brand strategy document template consolidates important details onto a single page. It highlights key aspects of a brand strategy, from company mission to brand messaging. Add your positioning statement and unique value proposition, and describe your brand personality and succinct brand promise, including the essential elements of your brand voice and tone. Use this template as a brainstorming tool, summary template, or reference document for stakeholders. Customize the document with your own brand strategy categories to tailor it to your business or organization.

One-Page Brand Strategy Template Example

Download One-Page Brand Strategy Template Example

Microsoft Word | Google Docs

Use this pre-filled single page brand strategy document as a brainstorming tool, summary template, or reference document for stakeholders. This example template comes with sample data that is customizable and can be tailored to fit the needs of your business or organization.

Brand Strategy Brief Template

Download Brand Strategy Brief Template Microsoft Excel | Microsoft Word | Adobe PDF

A brand brief is an internal document that provides direction and promotes consistency in all branding efforts. It is often used as a reference guide for employees, as an onboarding tool with new hires, and as a way for executives to communicate brand expectations to an entire organization. This template offers a condensed brand brief format: A written document with a visual diagram. The diagram makes it easy to see how each aspect of a brand strategy connects with the core essence at the center of your brand.

Brand Strategy Annual Review

Download Brand Strategy Annual Review Template

Evaluate your brand’s performance annually to inform your strategic direction. Use this fully customizable review template to stay on top of changing market conditions and ahead of the competition. Adjust your strategic direction annually with data-driven insights, and conduct a thorough evaluation with a brand performance overview, updated competitor analysis, social media analysis, brand perception analysis, and communication strategy analysis. Provide recommendations for each area, including a final recommendation for the following year.

What Is a Brand Strategy Template?

A brand strategy template operates like a toolkit, which helps you work through the process of building a lasting brand. Worksheets, checklists, and brainstorming templates help you to determine the values that guide your choices, identify how to effectively communicate your brand, and understand how to attract customers, as well as accomplish other aspects of strategic planning. 

Brand strategy presentations, proposals, and report templates facilitate communication with stakeholders, while scorecards, roadmaps, and timelines save time when implementing your brand strategy and tracking progress.

For more brand management strategy templates and information, see our articles on brand asset management and brand strategy.

Get the Most Out of Your Brand Strategy with Smartsheet for Marketing

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The Smartsheet platform makes it easy to plan, capture, manage, and report on work from anywhere, helping your team be more effective and get more done. Report on key metrics and get real-time visibility into work as it happens with roll-up reports, dashboards, and automated workflows built to keep your team connected and informed.

When teams have clarity into the work getting done, there’s no telling how much more they can accomplish in the same amount of time. Try Smartsheet for free, today.

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The 7 Best Business Plan Examples (2024)

As an aspiring entrepreneur gearing up to start your own business , you likely know the importance of drafting a business plan. However, you might not be entirely sure where to begin or what specific details to include. That’s where examining business plan examples can be beneficial. Sample business plans serve as real-world templates to help you craft your own plan with confidence. They also provide insight into the key sections that make up a business plan, as well as demonstrate how to structure and present your ideas effectively.

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Example business plan

To understand how to write a business plan, let’s study an example structured using a seven-part template. Here’s a quick overview of those parts:

• Executive summary: A quick overview of your business and the contents of your business plan.
• Company description: More info about your company, its goals and mission, and why you started it in the first place.
• Market analysis: Research about the market and industry your business will operate in, including a competitive analysis about the companies you’ll be up against.
• Products and services: A detailed description of what you’ll be selling to your customers.
• Marketing plan: A strategic outline of how you plan to market and promote your business before, during, and after your company launches into the market.
• Logistics and operations plan: An explanation of the systems, processes, and tools that are needed to run your business in the background.
• Financial plan: A map of your short-term (and even long-term) financial goals and the costs to run the business. If you’re looking for funding, this is the place to discuss your request and needs.

7 business plan examples (section by section)

In this section, you’ll find hypothetical and real-world examples of each aspect of a business plan to show you how the whole thing comes together. 

• Executive summary

Your executive summary offers a high-level overview of the rest of your business plan. You’ll want to include a brief description of your company, market research, competitor analysis, and financial information. 

In this free business plan template, the executive summary is three paragraphs and occupies nearly half the page:

• Company description

You might go more in-depth with your company description and include the following sections:

• Nature of the business. Mention the general category of business you fall under. Are you a manufacturer, wholesaler, or retailer of your products?
• Background information. Talk about your past experiences and skills, and how you’ve combined them to fill in the market. 
• Business structure. This section outlines how you registered your company —as a corporation, sole proprietorship, LLC, or other business type.
• Industry. Which business sector do you operate in? The answer might be technology, merchandising, or another industry.
• Team. Whether you’re the sole full-time employee of your business or you have contractors to support your daily workflow, this is your chance to put them under the spotlight.

You can also repurpose your company description elsewhere, like on your About page, Instagram page, or other properties that ask for a boilerplate description of your business. Hair extensions brand Luxy Hair has a blurb on it’s About page that could easily be repurposed as a company description for its business plan. 

• Market analysis

Market analysis comprises research on product supply and demand, your target market, the competitive landscape, and industry trends. You might do a SWOT analysis to learn where you stand and identify market gaps that you could exploit to establish your footing. Here’s an example of a SWOT analysis for a hypothetical ecommerce business: 

You’ll also want to run a competitive analysis as part of the market analysis component of your business plan. This will show you who you’re up against and give you ideas on how to gain an edge over the competition. 

• Products and services

This part of your business plan describes your product or service, how it will be priced, and the ways it will compete against similar offerings in the market. Don’t go into too much detail here—a few lines are enough to introduce your item to the reader.

• Marketing plan

Potential investors will want to know how you’ll get the word out about your business. So it’s essential to build a marketing plan that highlights the promotion and customer acquisition strategies you’re planning to adopt. 

Most marketing plans focus on the four Ps: product, price, place, and promotion. However, it’s easier when you break it down by the different marketing channels . Mention how you intend to promote your business using blogs, email, social media, and word-of-mouth marketing. 

Here’s an example of a hypothetical marketing plan for a real estate website:

Logistics and operations

This section of your business plan provides information about your production, facilities, equipment, shipping and fulfillment, and inventory.

Financial plan

The financial plan (a.k.a. financial statement) offers a breakdown of your sales, revenue, expenses, profit, and other financial metrics. You’ll want to include all the numbers and concrete data to project your current and projected financial state.

In this business plan example, the financial statement for ecommerce brand Nature’s Candy includes forecasted revenue, expenses, and net profit in graphs.

It then goes deeper into the financials, citing:

• Funding needs
• Project cash-flow statement
• Project profit-and-loss statement
• Projected balance sheet

You can use Shopify’s financial plan template to create your own income statement, cash-flow statement, and balance sheet. 

Types of business plans (and what to write for each)

A one-page business plan is a pared down version of a standard business plan that’s easy for potential investors and partners to understand. You’ll want to include all of these sections, but make sure they’re abbreviated and summarized:

• Logistics and operations plan
• Financials 

A startup business plan is meant to secure outside funding for a new business. Typically, there’s a big focus on the financials, as well as other sections that help determine the viability of your business idea—market analysis, for example. Shopify has a great business plan template for startups that include all the below points:

• Market research: in depth
• Financials: in depth

Internal 

Your internal business plan acts as the enforcer of your company’s vision. It reminds your team of the long-term objective and keeps them strategically aligned toward the same goal. Be sure to include:

• Market research

Feasibility 

A feasibility business plan is essentially a feasibility study that helps you evaluate whether your product or idea is worthy of a full business plan. Include the following sections:

A strategic (or growth) business plan lays out your long-term vision and goals. This means your predictions stretch further into the future, and you aim for greater growth and revenue. While crafting this document, you use all the parts of a usual business plan but add more to each one:

• Products and services: for launch and expansion
• Market analysis: detailed analysis
• Marketing plan: detailed strategy
• Logistics and operations plan: detailed plan
• Financials: detailed projections

Free business plan templates

Now that you’re familiar with what’s included and how to format a business plan, let’s go over a few templates you can fill out or draw inspiration from.

Bplans’ free business plan template

Bplans’ free business plan template focuses a lot on the financial side of running a business. It has many pages just for your financial plan and statements. Once you fill it out, you’ll see exactly where your business stands financially and what you need to do to keep it on track or make it better.

PandaDoc’s free business plan template

PandaDoc’s free business plan template is detailed and guides you through every section, so you don’t have to figure everything out on your own. Filling it out, you’ll grasp the ins and outs of your business and how each part fits together. It’s also handy because it connects to PandaDoc’s e-signature for easy signing, ideal for businesses with partners or a board.

Miro’s Business Model Canvas Template

Miro’s Business Model Canvas Template helps you map out the essentials of your business, like partnerships, core activities, and what makes you different. It’s a collaborative tool for you and your team to learn how everything in your business is linked.

Better business planning equals better business outcomes

Building a business plan is key to establishing a clear direction and strategy for your venture. With a solid plan in hand, you’ll know what steps to take for achieving each of your business goals. Kickstart your business planning and set yourself up for success with a defined roadmap—utilizing the sample business plans above to inform your approach.

Business plan FAQ

What are the 3 main points of a business plan.

• Concept. Explain what your business does and the main idea behind it. This is where you tell people what you plan to achieve with your business.
• Contents. Explain what you’re selling or offering. Point out who you’re selling to and who else is selling something similar. This part concerns your products or services, who will buy them, and who you’re up against.
• Cash flow. Explain how money will move in and out of your business. Discuss the money you need to start and keep the business going, the costs of running your business, and how much money you expect to make.

How do I write a simple business plan?

To create a simple business plan, start with an executive summary that details your business vision and objectives. Follow this with a concise description of your company’s structure, your market analysis, and information about your products or services. Conclude your plan with financial projections that outline your expected revenue, expenses, and profitability.

What is the best format to write a business plan?

The optimal format for a business plan arranges your plan in a clear and structured way, helping potential investors get a quick grasp of what your business is about and what you aim to achieve. Always start with a summary of your plan and finish with the financial details or any extra information at the end.

Want to learn more?

• Question: Are You a Business Owner or an Entrepreneur?
• Bootstrapping a Business: 10 Tips to Help You Succeed
• Entrepreneurial Mindset: 20 Ways to Think Like an Entrepreneur
• 101+ Best Small Business Software Programs 

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Small Business Trends

How to create a business plan: examples & free template.

This is the ultimate guide to creating a comprehensive and effective plan to start a business . In today’s dynamic business landscape, having a well-crafted business plan is an important first step to securing funding, attracting partners, and navigating the challenges of entrepreneurship.

This guide has been designed to help you create a winning plan that stands out in the ever-evolving marketplace. U sing real-world examples and a free downloadable template, it will walk you through each step of the process.

Whether you’re a seasoned entrepreneur or launching your very first startup, the guide will give you the insights, tools, and confidence you need to create a solid foundation for your business.

Table of Contents

How to Write a Business Plan

Embarking on the journey of creating a successful business requires a solid foundation, and a well-crafted business plan is the cornerstone. Here is the process of writing a comprehensive business plan and the main parts of a winning business plan . From setting objectives to conducting market research, this guide will have everything you need.

Executive Summary

The Executive Summary serves as the gateway to your business plan, offering a snapshot of your venture’s core aspects. This section should captivate and inform, succinctly summarizing the essence of your plan.

It’s crucial to include a clear mission statement, a brief description of your primary products or services, an overview of your target market, and key financial projections or achievements.

Think of it as an elevator pitch in written form: it should be compelling enough to engage potential investors or stakeholders and provide them with a clear understanding of what your business is about, its goals, and why it’s a promising investment.

Example: EcoTech is a technology company specializing in eco-friendly and sustainable products designed to reduce energy consumption and minimize waste. Our mission is to create innovative solutions that contribute to a cleaner, greener environment.

Our target market includes environmentally conscious consumers and businesses seeking to reduce their carbon footprint. We project a 200% increase in revenue within the first three years of operation.

Overview and Business Objectives

In the Overview and Business Objectives section, outline your business’s core goals and the strategic approaches you plan to use to achieve them. This section should set forth clear, specific objectives that are attainable and time-bound, providing a roadmap for your business’s growth and success.

It’s important to detail how these objectives align with your company’s overall mission and vision. Discuss the milestones you aim to achieve and the timeframe you’ve set for these accomplishments.

This part of the plan demonstrates to investors and stakeholders your vision for growth and the practical steps you’ll take to get there.

Example: EcoTech’s primary objective is to become a market leader in sustainable technology products within the next five years. Our key objectives include:

• Introducing three new products within the first two years of operation.
• Achieving annual revenue growth of 30%.
• Expanding our customer base to over 10,000 clients by the end of the third year.

Company Description

The Company Description section is your opportunity to delve into the details of your business. Provide a comprehensive overview that includes your company’s history, its mission statement, and its vision for the future.

Highlight your unique selling proposition (USP) – what makes your business stand out in the market. Explain the problems your company solves and how it benefits your customers.

Include information about the company’s founders, their expertise, and why they are suited to lead the business to success. This section should paint a vivid picture of your business, its values, and its place in the industry.

Example: EcoTech is committed to developing cutting-edge sustainable technology products that benefit both the environment and our customers. Our unique combination of innovative solutions and eco-friendly design sets us apart from the competition. We envision a future where technology and sustainability go hand in hand, leading to a greener planet.

Define Your Target Market

Defining Your Target Market is critical for tailoring your business strategy effectively. This section should describe your ideal customer base in detail, including demographic information (such as age, gender, income level, and location) and psychographic data (like interests, values, and lifestyle).

Elucidate on the specific needs or pain points of your target audience and how your product or service addresses these. This information will help you know your target market and develop targeted marketing strategies.

Example: Our target market comprises environmentally conscious consumers and businesses looking for innovative solutions to reduce their carbon footprint. Our ideal customers are those who prioritize sustainability and are willing to invest in eco-friendly products.

Market Analysis

The Market Analysis section requires thorough research and a keen understanding of the industry. It involves examining the current trends within your industry, understanding the needs and preferences of your customers, and analyzing the strengths and weaknesses of your competitors.

This analysis will enable you to spot market opportunities and anticipate potential challenges. Include data and statistics to back up your claims, and use graphs or charts to illustrate market trends.

This section should demonstrate that you have a deep understanding of the market in which you operate and that your business is well-positioned to capitalize on its opportunities.

Example: The market for eco-friendly technology products has experienced significant growth in recent years, with an estimated annual growth rate of 10%. As consumers become increasingly aware of environmental issues, the demand for sustainable solutions continues to rise.

Our research indicates a gap in the market for high-quality, innovative eco-friendly technology products that cater to both individual and business clients.

SWOT Analysis

A SWOT analysis in your business plan offers a comprehensive examination of your company’s internal and external factors. By assessing Strengths, you showcase what your business does best and where your capabilities lie.

Weaknesses involve an honest introspection of areas where your business may be lacking or could improve. Opportunities can be external factors that your business could capitalize on, such as market gaps or emerging trends.

Threats include external challenges your business may face, like competition or market changes. This analysis is crucial for strategic planning, as it helps in recognizing and leveraging your strengths, addressing weaknesses, seizing opportunities, and preparing for potential threats.

Including a SWOT analysis demonstrates to stakeholders that you have a balanced and realistic understanding of your business in its operational context.

• Innovative and eco-friendly product offerings.
• Strong commitment to sustainability and environmental responsibility.
• Skilled and experienced team with expertise in technology and sustainability.

Weaknesses:

• Limited brand recognition compared to established competitors.
• Reliance on third-party manufacturers for product development.

Opportunities:

• Growing consumer interest in sustainable products.
• Partnerships with environmentally-focused organizations and influencers.
• Expansion into international markets.
• Intense competition from established technology companies.
• Regulatory changes could impact the sustainable technology market.

Competitive Analysis

In this section, you’ll analyze your competitors in-depth, examining their products, services, market positioning, and pricing strategies. Understanding your competition allows you to identify gaps in the market and tailor your offerings to outperform them.

By conducting a thorough competitive analysis, you can gain insights into your competitors’ strengths and weaknesses, enabling you to develop strategies to differentiate your business and gain a competitive advantage in the marketplace.

Example: Key competitors include:

GreenTech: A well-known brand offering eco-friendly technology products, but with a narrower focus on energy-saving devices.

EarthSolutions: A direct competitor specializing in sustainable technology, but with a limited product range and higher prices.

By offering a diverse product portfolio, competitive pricing, and continuous innovation, we believe we can capture a significant share of the growing sustainable technology market.

Organization and Management Team

Provide an overview of your company’s organizational structure, including key roles and responsibilities. Introduce your management team, highlighting their expertise and experience to demonstrate that your team is capable of executing the business plan successfully.

Showcasing your team’s background, skills, and accomplishments instills confidence in investors and other stakeholders, proving that your business has the leadership and talent necessary to achieve its objectives and manage growth effectively.

Example: EcoTech’s organizational structure comprises the following key roles: CEO, CTO, CFO, Sales Director, Marketing Director, and R&D Manager. Our management team has extensive experience in technology, sustainability, and business development, ensuring that we are well-equipped to execute our business plan successfully.

Products and Services Offered

Describe the products or services your business offers, focusing on their unique features and benefits. Explain how your offerings solve customer pain points and why they will choose your products or services over the competition.

This section should emphasize the value you provide to customers, demonstrating that your business has a deep understanding of customer needs and is well-positioned to deliver innovative solutions that address those needs and set your company apart from competitors.

Example: EcoTech offers a range of eco-friendly technology products, including energy-efficient lighting solutions, solar chargers, and smart home devices that optimize energy usage. Our products are designed to help customers reduce energy consumption, minimize waste, and contribute to a cleaner environment.

Marketing and Sales Strategy

In this section, articulate your comprehensive strategy for reaching your target market and driving sales. Detail the specific marketing channels you plan to use, such as social media, email marketing, SEO, or traditional advertising.

Describe the nature of your advertising campaigns and promotional activities, explaining how they will capture the attention of your target audience and convey the value of your products or services. Outline your sales strategy, including your sales process, team structure, and sales targets.

Discuss how these marketing and sales efforts will work together to attract and retain customers, generate leads, and ultimately contribute to achieving your business’s revenue goals.

This section is critical to convey to investors and stakeholders that you have a well-thought-out approach to market your business effectively and drive sales growth.

Example: Our marketing strategy includes digital advertising, content marketing, social media promotion, and influencer partnerships. We will also attend trade shows and conferences to showcase our products and connect with potential clients. Our sales strategy involves both direct sales and partnerships with retail stores, as well as online sales through our website and e-commerce platforms.

Logistics and Operations Plan

The Logistics and Operations Plan is a critical component that outlines the inner workings of your business. It encompasses the management of your supply chain, detailing how you acquire raw materials and manage vendor relationships.

Inventory control is another crucial aspect, where you explain strategies for inventory management to ensure efficiency and reduce wastage. The section should also describe your production processes, emphasizing scalability and adaptability to meet changing market demands.

Quality control measures are essential to maintain product standards and customer satisfaction. This plan assures investors and stakeholders of your operational competency and readiness to meet business demands.

Highlighting your commitment to operational efficiency and customer satisfaction underlines your business’s capability to maintain smooth, effective operations even as it scales.

Example: EcoTech partners with reliable third-party manufacturers to produce our eco-friendly technology products. Our operations involve maintaining strong relationships with suppliers, ensuring quality control, and managing inventory.

We also prioritize efficient distribution through various channels, including online platforms and retail partners, to deliver products to our customers in a timely manner.

Financial Projections Plan

In the Financial Projections Plan, lay out a clear and realistic financial future for your business. This should include detailed projections for revenue, costs, and profitability over the next three to five years.

Ground these projections in solid assumptions based on your market analysis, industry benchmarks, and realistic growth scenarios. Break down revenue streams and include an analysis of the cost of goods sold, operating expenses, and potential investments.

This section should also discuss your break-even analysis, cash flow projections, and any assumptions about external funding requirements.

By presenting a thorough and data-backed financial forecast, you instill confidence in potential investors and lenders, showcasing your business’s potential for profitability and financial stability.

This forward-looking financial plan is crucial for demonstrating that you have a firm grasp of the financial nuances of your business and are prepared to manage its financial health effectively.

Example: Over the next three years, we expect to see significant growth in revenue, driven by new product launches and market expansion. Our financial projections include:

• Year 1: $1.5 million in revenue, with a net profit of $200,000.
• Year 2: $3 million in revenue, with a net profit of $500,000.
• Year 3: $4.5 million in revenue, with a net profit of $1 million.

These projections are based on realistic market analysis, growth rates, and product pricing.

Income Statement

The income statement , also known as the profit and loss statement, provides a summary of your company’s revenues and expenses over a specified period. It helps you track your business’s financial performance and identify trends, ensuring you stay on track to achieve your financial goals.

Regularly reviewing and analyzing your income statement allows you to monitor the health of your business, evaluate the effectiveness of your strategies, and make data-driven decisions to optimize profitability and growth.

Example: The income statement for EcoTech’s first year of operation is as follows:

• Revenue: $1,500,000
• Cost of Goods Sold: $800,000
• Gross Profit: $700,000
• Operating Expenses: $450,000
• Net Income: $250,000

This statement highlights our company’s profitability and overall financial health during the first year of operation.

Cash Flow Statement

A cash flow statement is a crucial part of a financial business plan that shows the inflows and outflows of cash within your business. It helps you monitor your company’s liquidity, ensuring you have enough cash on hand to cover operating expenses, pay debts, and invest in growth opportunities.

By including a cash flow statement in your business plan, you demonstrate your ability to manage your company’s finances effectively.

Example:  The cash flow statement for EcoTech’s first year of operation is as follows:

Operating Activities:

• Depreciation: $10,000
• Changes in Working Capital: -$50,000
• Net Cash from Operating Activities: $210,000

Investing Activities:

•  Capital Expenditures: -$100,000
• Net Cash from Investing Activities: -$100,000

Financing Activities:

• Proceeds from Loans: $150,000
• Loan Repayments: -$50,000
• Net Cash from Financing Activities: $100,000
• Net Increase in Cash: $210,000

This statement demonstrates EcoTech’s ability to generate positive cash flow from operations, maintain sufficient liquidity, and invest in growth opportunities.

Tips on Writing a Business Plan

1. Be clear and concise: Keep your language simple and straightforward. Avoid jargon and overly technical terms. A clear and concise business plan is easier for investors and stakeholders to understand and demonstrates your ability to communicate effectively.

2. Conduct thorough research: Before writing your business plan, gather as much information as possible about your industry, competitors, and target market. Use reliable sources and industry reports to inform your analysis and make data-driven decisions.

3. Set realistic goals: Your business plan should outline achievable objectives that are specific, measurable, attainable, relevant, and time-bound (SMART). Setting realistic goals demonstrates your understanding of the market and increases the likelihood of success.

4. Focus on your unique selling proposition (USP): Clearly articulate what sets your business apart from the competition. Emphasize your USP throughout your business plan to showcase your company’s value and potential for success.

5. Be flexible and adaptable: A business plan is a living document that should evolve as your business grows and changes. Be prepared to update and revise your plan as you gather new information and learn from your experiences.

6. Use visuals to enhance understanding: Include charts, graphs, and other visuals to help convey complex data and ideas. Visuals can make your business plan more engaging and easier to digest, especially for those who prefer visual learning.

7. Seek feedback from trusted sources: Share your business plan with mentors, industry experts, or colleagues and ask for their feedback. Their insights can help you identify areas for improvement and strengthen your plan before presenting it to potential investors or partners.

FREE Business Plan Template

To help you get started on your business plan, we have created a template that includes all the essential components discussed in the “How to Write a Business Plan” section. This easy-to-use template will guide you through each step of the process, ensuring you don’t miss any critical details.

The template is divided into the following sections:

• Mission statement
• Business Overview
• Key products or services
• Target market
• Financial highlights
• Company goals
• Strategies to achieve goals
• Measurable, time-bound objectives
• Company History
• Mission and vision
• Unique selling proposition
• Demographics
• Psychographics
• Pain points
• Industry trends
• Customer needs
• Competitor strengths and weaknesses
• Opportunities
• Competitor products and services
• Market positioning
• Pricing strategies
• Organizational structure
• Key roles and responsibilities
• Management team backgrounds
• Product or service features
• Competitive advantages
• Marketing channels
• Advertising campaigns
• Promotional activities
• Sales strategies
• Supply chain management
• Inventory control
• Production processes
• Quality control measures
• Projected revenue
• Assumptions
• Cash inflows
• Cash outflows
• Net cash flow

What is a Business Plan?

A business plan is a strategic document that outlines an organization’s goals, objectives, and the steps required to achieve them. It serves as a roadmap as you start a business , guiding the company’s direction and growth while identifying potential obstacles and opportunities.

Typically, a business plan covers areas such as market analysis, financial projections, marketing strategies, and organizational structure. It not only helps in securing funding from investors and lenders but also provides clarity and focus to the management team.

A well-crafted business plan is a very important part of your business startup checklist because it fosters informed decision-making and long-term success.

Why You Should Write a Business Plan

Understanding the importance of a business plan in today’s competitive environment is crucial for entrepreneurs and business owners. Here are five compelling reasons to write a business plan:

• Attract Investors and Secure Funding : A well-written business plan demonstrates your venture’s potential and profitability, making it easier to attract investors and secure the necessary funding for growth and development. It provides a detailed overview of your business model, target market, financial projections, and growth strategies, instilling confidence in potential investors and lenders that your company is a worthy investment.
• Clarify Business Objectives and Strategies : Crafting a business plan forces you to think critically about your goals and the strategies you’ll employ to achieve them, providing a clear roadmap for success. This process helps you refine your vision and prioritize the most critical objectives, ensuring that your efforts are focused on achieving the desired results.
• Identify Potential Risks and Opportunities : Analyzing the market, competition, and industry trends within your business plan helps identify potential risks and uncover untapped opportunities for growth and expansion. This insight enables you to develop proactive strategies to mitigate risks and capitalize on opportunities, positioning your business for long-term success.
• Improve Decision-Making : A business plan serves as a reference point so you can make informed decisions that align with your company’s overall objectives and long-term vision. By consistently referring to your plan and adjusting it as needed, you can ensure that your business remains on track and adapts to changes in the market, industry, or internal operations.
• Foster Team Alignment and Communication : A shared business plan helps ensure that all team members are on the same page, promoting clear communication, collaboration, and a unified approach to achieving the company’s goals. By involving your team in the planning process and regularly reviewing the plan together, you can foster a sense of ownership, commitment, and accountability that drives success.

What are the Different Types of Business Plans?

In today’s fast-paced business world, having a well-structured roadmap is more important than ever. A traditional business plan provides a comprehensive overview of your company’s goals and strategies, helping you make informed decisions and achieve long-term success. There are various types of business plans, each designed to suit different needs and purposes. Let’s explore the main types:

• Startup Business Plan: Tailored for new ventures, a startup business plan outlines the company’s mission, objectives, target market, competition, marketing strategies, and financial projections. It helps entrepreneurs clarify their vision, secure funding from investors, and create a roadmap for their business’s future. Additionally, this plan identifies potential challenges and opportunities, which are crucial for making informed decisions and adapting to changing market conditions.
• Internal Business Plan: This type of plan is intended for internal use, focusing on strategies, milestones, deadlines, and resource allocation. It serves as a management tool for guiding the company’s growth, evaluating its progress, and ensuring that all departments are aligned with the overall vision. The internal business plan also helps identify areas of improvement, fosters collaboration among team members, and provides a reference point for measuring performance.
• Strategic Business Plan: A strategic business plan outlines long-term goals and the steps to achieve them, providing a clear roadmap for the company’s direction. It typically includes a SWOT analysis, market research, and competitive analysis. This plan allows businesses to align their resources with their objectives, anticipate changes in the market, and develop contingency plans. By focusing on the big picture, a strategic business plan fosters long-term success and stability.
• Feasibility Business Plan: This plan is designed to assess the viability of a business idea, examining factors such as market demand, competition, and financial projections. It is often used to decide whether or not to pursue a particular venture. By conducting a thorough feasibility analysis, entrepreneurs can avoid investing time and resources into an unviable business concept. This plan also helps refine the business idea, identify potential obstacles, and determine the necessary resources for success.
• Growth Business Plan: Also known as an expansion plan, a growth business plan focuses on strategies for scaling up an existing business. It includes market analysis, new product or service offerings, and financial projections to support expansion plans. This type of plan is essential for businesses looking to enter new markets, increase their customer base, or launch new products or services. By outlining clear growth strategies, the plan helps ensure that expansion efforts are well-coordinated and sustainable.
• Operational Business Plan: This type of plan outlines the company’s day-to-day operations, detailing the processes, procedures, and organizational structure. It is an essential tool for managing resources, streamlining workflows, and ensuring smooth operations. The operational business plan also helps identify inefficiencies, implement best practices, and establish a strong foundation for future growth. By providing a clear understanding of daily operations, this plan enables businesses to optimize their resources and enhance productivity.
• Lean Business Plan: A lean business plan is a simplified, agile version of a traditional plan, focusing on key elements such as value proposition, customer segments, revenue streams, and cost structure. It is perfect for startups looking for a flexible, adaptable planning approach. The lean business plan allows for rapid iteration and continuous improvement, enabling businesses to pivot and adapt to changing market conditions. This streamlined approach is particularly beneficial for businesses in fast-paced or uncertain industries.
• One-Page Business Plan: As the name suggests, a one-page business plan is a concise summary of your company’s key objectives, strategies, and milestones. It serves as a quick reference guide and is ideal for pitching to potential investors or partners. This plan helps keep teams focused on essential goals and priorities, fosters clear communication, and provides a snapshot of the company’s progress. While not as comprehensive as other plans, a one-page business plan is an effective tool for maintaining clarity and direction.
• Nonprofit Business Plan: Specifically designed for nonprofit organizations, this plan outlines the mission, goals, target audience, fundraising strategies, and budget allocation. It helps secure grants and donations while ensuring the organization stays on track with its objectives. The nonprofit business plan also helps attract volunteers, board members, and community support. By demonstrating the organization’s impact and plans for the future, this plan is essential for maintaining transparency, accountability, and long-term sustainability within the nonprofit sector.
• Franchise Business Plan: For entrepreneurs seeking to open a franchise, this type of plan focuses on the franchisor’s requirements, as well as the franchisee’s goals, strategies, and financial projections. It is crucial for securing a franchise agreement and ensuring the business’s success within the franchise system. This plan outlines the franchisee’s commitment to brand standards, marketing efforts, and operational procedures, while also addressing local market conditions and opportunities. By creating a solid franchise business plan, entrepreneurs can demonstrate their ability to effectively manage and grow their franchise, increasing the likelihood of a successful partnership with the franchisor.

Using Business Plan Software

Creating a comprehensive business plan can be intimidating, but business plan software can streamline the process and help you produce a professional document. These tools offer a number of benefits, including guided step-by-step instructions, financial projections, and industry-specific templates. Here are the top 5 business plan software options available to help you craft a great business plan.

1. LivePlan

LivePlan is a popular choice for its user-friendly interface and comprehensive features. It offers over 500 sample plans, financial forecasting tools, and the ability to track your progress against key performance indicators. With LivePlan, you can create visually appealing, professional business plans that will impress investors and stakeholders.

2. Upmetrics

Upmetrics provides a simple and intuitive platform for creating a well-structured business plan. It features customizable templates, financial forecasting tools, and collaboration capabilities, allowing you to work with team members and advisors. Upmetrics also offers a library of resources to guide you through the business planning process.

Bizplan is designed to simplify the business planning process with a drag-and-drop builder and modular sections. It offers financial forecasting tools, progress tracking, and a visually appealing interface. With Bizplan, you can create a business plan that is both easy to understand and visually engaging.

Enloop is a robust business plan software that automatically generates a tailored plan based on your inputs. It provides industry-specific templates, financial forecasting, and a unique performance score that updates as you make changes to your plan. Enloop also offers a free version, making it accessible for businesses on a budget.

5. Tarkenton GoSmallBiz

Developed by NFL Hall of Famer Fran Tarkenton, GoSmallBiz is tailored for small businesses and startups. It features a guided business plan builder, customizable templates, and financial projection tools. GoSmallBiz also offers additional resources, such as CRM tools and legal document templates, to support your business beyond the planning stage.

Business Plan FAQs

What is a good business plan.

A good business plan is a well-researched, clear, and concise document that outlines a company’s goals, strategies, target market, competitive advantages, and financial projections. It should be adaptable to change and provide a roadmap for achieving success.

What are the 3 main purposes of a business plan?

The three main purposes of a business plan are to guide the company’s strategy, attract investment, and evaluate performance against objectives. Here’s a closer look at each of these:

• It outlines the company’s purpose and core values to ensure that all activities align with its mission and vision.
• It provides an in-depth analysis of the market, including trends, customer needs, and competition, helping the company tailor its products and services to meet market demands.
• It defines the company’s marketing and sales strategies, guiding how the company will attract and retain customers.
• It describes the company’s organizational structure and management team, outlining roles and responsibilities to ensure effective operation and leadership.
• It sets measurable, time-bound objectives, allowing the company to plan its activities effectively and make strategic decisions to achieve these goals.
• It provides a comprehensive overview of the company and its business model, demonstrating its uniqueness and potential for success.
• It presents the company’s financial projections, showing its potential for profitability and return on investment.
• It demonstrates the company’s understanding of the market, including its target customers and competition, convincing investors that the company is capable of gaining a significant market share.
• It showcases the management team’s expertise and experience, instilling confidence in investors that the team is capable of executing the business plan successfully.
• It establishes clear, measurable objectives that serve as performance benchmarks.
• It provides a basis for regular performance reviews, allowing the company to monitor its progress and identify areas for improvement.
• It enables the company to assess the effectiveness of its strategies and make adjustments as needed to achieve its objectives.
• It helps the company identify potential risks and challenges, enabling it to develop contingency plans and manage risks effectively.
• It provides a mechanism for evaluating the company’s financial performance, including revenue, expenses, profitability, and cash flow.

Can I write a business plan by myself?

Yes, you can write a business plan by yourself, but it can be helpful to consult with mentors, colleagues, or industry experts to gather feedback and insights. There are also many creative business plan templates and business plan examples available online, including those above.

We also have examples for specific industries, including a using food truck business plan , salon business plan , farm business plan , daycare business plan , and restaurant business plan .

Is it possible to create a one-page business plan?

Yes, a one-page business plan is a condensed version that highlights the most essential elements, including the company’s mission, target market, unique selling proposition, and financial goals.

How long should a business plan be?

A typical business plan ranges from 20 to 50 pages, but the length may vary depending on the complexity and needs of the business.

What is a business plan outline?

A business plan outline is a structured framework that organizes the content of a business plan into sections, such as the executive summary, company description, market analysis, and financial projections.

What are the 5 most common business plan mistakes?

The five most common business plan mistakes include inadequate research, unrealistic financial projections, lack of focus on the unique selling proposition, poor organization and structure, and failure to update the plan as circumstances change.

What questions should be asked in a business plan?

A business plan should address questions such as: What problem does the business solve? Who is the specific target market ? What is the unique selling proposition? What are the company’s objectives? How will it achieve those objectives?

What’s the difference between a business plan and a strategic plan?

A business plan focuses on the overall vision, goals, and tactics of a company, while a strategic plan outlines the specific strategies, action steps, and performance measures necessary to achieve the company’s objectives.

How is business planning for a nonprofit different?

Nonprofit business planning focuses on the organization’s mission, social impact, and resource management, rather than profit generation. The financial section typically includes funding sources, expenses, and projected budgets for programs and operations.

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• Programs & Tools

9 Successful Brand Strategy Examples (+ Positioning Ideas)

Successful brands  don’t just happen by chance.

At the core of a strong brand’s  success is a brand strategy  defining how the brand will approach the market.

The more brand strategy examples you observe, the more you realise just how creative the discipline is.

Every market is different and every brand must be different within that market.

This article breaks down ten successful brand strategy examples and ideas to inspire your own positioning strategy.

Successful brands don’t just happen by chance.

At the  core of their success is a brand strategy d efining how the brand will approach the market.

9 Brand Strategy Examples (Top Agencies & Brands)

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What Is Brand Strategy?

Brand strategy is often positioned as a complicated business discipline.

The reality is, however, the goal of branding is not complication but simplification.

The more simplistic a  brand communicates its difference, value and offer  to its audience, the more likely that target market will be to adopt it.

This is where brand strategy comes in. Many people confuse it with marketing strategy, but

The strategy of the brand defines exactly how the brand will approach the market including the elements and tools it will use to achieve its goals.

Instead, marketing strategy delineates the short-term actions that will communicate the bigger vision. Marketing campaigns are specific pushes happening under the brand’s umbrella.

They communicate the brand message and (ideally) reach the target audience through digital marketing or traditional media channels.

Essential Brand Strategy Elements

A brand is a lot more than just a brand name or tagline. There are many  elements to a functioning strategic brand .

These elements each play their own role, and different elements hold greater or less importance depending on the brand. The combination of these elements is  what makes brand strategy so creative .

There are, however, a set of key fundamental elements that every brand should aim to incorporate, which are the following.

PRO  Brand Strategy BluePrint

Build brands like a pro brand strategist.

• The exact step-by-step process 7-Figure agencies use to bag big clients through brand strategy
• How to build brands that command premium fees and stop competing for cheap clients
• How to avoid the expensive amateur mistakes that 95% of brand builders make to fast-track profit growth

Brand Purpose

The purpose of the brand is the reason it exists.

Of course, every business exists to generate profit. Businesses that operate without the goal for profit are known as non-profits.

Yet, this is where profit-generating business owners look in search of their purpose.

Beyond the profit is where brands find their true purpose and a great brand must have a clearly defined purpose.

Brand Vision

The vision of the brand is where it’s going in the future.

A brand without a plan has nowhere to go. But with a clear vision of the future brand, it has something to aim for.

The vision of the brand becomes a directional compass for success.

Brand Mission

The brand’s mission is the commitments it makes in order to achieve the vision for the future.

It’s all well and good having a vision. But without making a commitment, that vision is just a dream.

The mission begins to solidify the actions the brand will take to achieve its goals.

Brand Values

The  core values of a brand  outline what the brand holds dear in the way it operates.

Every business approaches the market differently and behaves in different ways.

Brands that articulate their values and commit to them can intentionally develop a reputation for the way they operate.

Brand Positioning

Without a doubt, the most influential element in the success of a brand.

Every business fulfills a want or need. Yet the way in which they do so is often the difference between success and failure.

Successful  positioning happens when a brand  develops a reputation with their market for the unique way they meet the wants or needs of their audience.

Brand Personality

It’s more important than ever for  brands to adopt a human persona .

People are drawn to human characteristics, and much of our decision-making happens through the attributes we consciously or subconsciously identify. Your brand’s personality is one of the essential elements of customer loyalty.

A brand displaying specific characteristics designed to appeal to a specific audience is far more likely to make the intended connection.

Brand Voice

An extension of the personality, the brand’s voice defines how the  brand sounds through its messaging .

Like the personality, the voice communicates characteristics though the added dimension of the tone of voice reinforces characteristics with attitudes.

Your brand voice can help you develop a strong differentiation against competitors to build rapport with potential customers. This is especially true for industries where stereotypes run rampant — like real estate and banking.

A new product can stand out in a saturated market by presenting a contrasting brand voice.

Brand Storytelling

As humans, we’re drawn to the story because we’ve used it as the method of knowledge transfer for millions of years.

This human instinct to attentively listen to the story provides brands with a hack to transfer their message. If you look at industry leaders like Apple, you’ll notice that storytelling is at the core of their communication.

This type of brand tends to capture a large market share because people can’t help but be drawn to its brand message.

Storytelling is a powerful tool to earn brand recognition.

Brands that tell stories to mirror the path of their customers, leverage human instinct to draw them in.

Brand Identity

Humans are visual creatures.

Our brains burn many calories to digest complex information. Yet we can process images in as little as 0.013 seconds.

The more distinctive and appealing a brand’s identity, the more likely it will be remembered and recalled in the buying decision.

Explore Brand Strategy Programs & Tools

The brand strategy template for success.

It’s in our nature to replicate what works, which is why we’re drawn to templates. Just ask any social media manager and they’ll tell you their template library is one of their most prized assets.

The reality is, however, effective brand strategy is a creative discipline where processes, not templates, produce results.

Each of the elements mentioned above is a character in a story, and the  brand strategist is the author .

Different elements can take centre stage throughout the journey. But it is the cohesive combination of how they interact that makes it a tale worth telling.

Below are some examples of how different brands have used these elements.

Best Brand Strategy Examples

Whether you’re building your own brand or working on a brand for a client, the best way to learn from the success of other brands is to analyse brand strategy examples and how they use these critical elements.

Here are some of the best examples to analyse.

Chipotle (Quality Positioning & Personality)

Mexican food has been an American favourite for generations.

Taco Bell was the dominant player in the Mexican fast-food space. They led with a focus on low prices — an approach that dominated the competitive landscape.

Taco Bell’s brand awareness is through the roof — just ask any American. However, this low-price strategy came hand-in-hand with low quality.

The market was there to be disrupted, and  Chipotle ’s founder, Steve Ellis, spotted this opportunity .

Ellis had a degree from the Culinary Institute of America. And he knew there was an untapped market for lovers of both quality fresh produce and Mexican food.

A fresh take on this market was bound to capture new customers.

Chipotle came onto the scene and gave their audience something fresh both literally and positionally.

Their vegetable-heavy, fresh produce approach and their  cheeky personality gave Chipotle a competitive advantage .

Not only did they claim a healthy slice of the market, but they also expanded the market to more health-conscious diners.

Tesla  (Brand Mission)

As a brand,  Tesla  has many strings to its bow and leverages many strategic elements to appeal to its audience.

For a start, they’re a disruptor and carved out a hugely profitable and defendable niche in the Luxury Electric Automotive Market.

But this  Tesla example shines a light on their mission which is a commitment that goes beyond the automobile market, inspired by their visionary leader, Elon Musk.

Tesla is a brand that wants to bring us into the new world and has outlined its intent with an inspiring mission:

To accelerate the world’s transition to sustainable energy.

As consumers become more aware and the use of fossil fuels is forced out, Tesla is positioned to take advantage.

Zappos  (Brand Values)

Values are a brand strategy element used as an internal guide to navigate decisions and actions.

Although there are many  brands that effectively use their values  to drive success, very few become known for their values.

Zappos  is one such rare brand. At the core of what they do, Zappos aims to provide an exceptional customer experience.

Let’s have a look at their values

Deliver WOW Through Service

Embrace and Drive Change

Create Fun and A Little Weirdness

Be Adventurous, Creative, and Open-Minded

Pursue Growth and Learning

Build Open and Honest Relationships With Communication

Build a Positive Team and Family Spirit

Do More With Less

Be Passionate and Determined

This unique list of ten values is used as the cornerstone of their strategy.

They hire and onboard their  staff with a focus on these values,  which translates across their entire brand ecosystem and through them, developed a reputation to the value of $1.2 Billion, which Amazon founder Jeff Bezos paid for them in 2009.

In addition, Zappos started as a company selling shoes. They used a brand extension strategy to slowly expand into apparel, accessories, and more.

Brand extension  is a powerful strategy to venture into new spaces and earn recognition and equity.

Dollar Shave Club  (Against Positioning & Personality)

The  Dollar Shave Club  is one of my all-time favourite brand strategy examples for many reasons.

One of the most compelling is that this is a real David and Goliath story.

The Dollar Shave Club represented a small business with a ballsy entrepreneur in Michael Dublin, who stuck it to Gillette, the dominant market leader.

Dollar Shave Club’s Strategy was simple. Provide high quality razors at a significantly reduced price to their competitors, while pointing the finger at their rivals with dry humour and bags of personality.

Their viral video catapulted them to stardom. But it was their business model and brand strategy that led to Unilever acquiring them for $1billion.

Old Spice  (Repositioning With Personality)

Sticking with the men’s toiletries market, Old Spice is an inspirational example of  how a little personality reinvigorated an aging brand .

Old Spice  is a brand with heritage and history. Although many brands make that work to their advantage, for Old Spice, it was leaving them in the past.

The brand image in the market was that Old Spice was an “Old Man’s Brand” for old men getting older. They needed a fresh image if they were to appeal to the younger segment in order to survive.

They tested the waters with the humour-driven  “Swagger”  campaign before going all in on what turned out to be a viral sensation in their  “The Man Your Man Can Smell Like”  Campaign .

With little more than a personality makeover and a tweak to their visual identity, Old Spice became the #1 men’s body wash brand on the market.

Harley Davidson  (Brand Voice)

When you think of Iconic brands,  Harley Davidson  is often in the podium positions.

This All-American  heritage brand  is another masterfully managed brand which used its unique brand voice as one of its most consistent and effective tools.

Owners of Harley’s all share a unique characteristic. In one way or another, they’re rebellious at heart and aren’t fond of rules and push against the grain.

Harley’s brand voice is laced with this rebellious spirit. They’re rugged and mean, gritty and tough, and they don‘t mince words.

In other words, they’re the voice of the gang leader that their audience wants to follow.

Any student of branding who wants to know how an effective brand voice is executed should take a long hard look at Harley Davidon’s Messaging.

Dove  (Purpose)

This Unilever brand is one of the pioneers of Brand Purpose as a strategic tool.

Today, it’s not uncommon to see brands jumping on the purpose bandwagon without any real intent.

Dove  approached the issue of self-esteem in women with authenticity and commitment with their 2004 real beauty campaign, trading thin models for models that better represented real women.

Since then, Dove has committed to  raising awareness of the impact of the beauty industry on the self-esteem of women and girls and has committed to changing the status quo.

AirBnB (Brand Storytelling)

AirBnB is a modern brand that gets it.

They don’t facilitate short-term rentals — they help their audience belong anywhere.

One of the ways they do this is by elevating the connection between the guest and host and bringing the tangible humanity of these real people to life through their stories.

Again, there are many feathers in the  AirBnB branding cap from their playful brand identity  to their simplistic messaging, though their stories bring to life a sense of belonging that hotels simply cannot compete with. So if you’re considering using a story as a dominant tool in your brand strategy, make it about the people, not the brand.

Even Headphones  (Brand Identity)

Even Headphones  are a brand that engaged one of my favourite agencies,  Motto, based out of New York .

Though Even boasts unique technology which customises the listening experience for each user, its  brand identity is one of the elements that set them apart.

The colours palette mix of vibrant and neutral colours and the funky image style which that captures their audience is a memorable combination which is stamped across all their visual touchpoints.

Although a unique difference is an important part of any brand strategy, such a distinctive brand identity helps to bring memorability and salience to the Even brand beyond their technology.

Over To You

Analysing the competitive landscape is an important part of a brand’s strategic development. This step is not about looking for inspiration but gaps and opportunities.

When  you want brand strategy inspiration , look to other industries for successful brands and see what they have done well.

Often, you can combine strategic approaches that are directly translatable across markets, to find a unique brand strategy to position your brand effectively.

So get analysing, look for inspiration, get creative and create something truly unique.

Comment below to share your favourite brand strategy examples.  

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5 powerful branding examples to learn from

When someone thinks about a company they might want to work with or buy from, it’s usually an aspect of the company’s brand that comes to mind first.

A great brand can send qualified leads down the sales funnel, but a weak one might see prospective customers and clients sneaking out before they get serious.

Let’s look at why business branding is so important, through the lens of several branding examples that illustrate the power of a successful brand. The key takeaways from these heavy-hitting B2B and B2C businesses can serve as inspiration for organizations of all shapes and sizes.

Why is branding so important in marketing?

A brand works like a two-way street. It’s a roadmap for how you can communicate the core information about your business to customers. It’s also a path that helps prospective customers discover the heart of who you are and what you do.

In other words, it’s that piece of spaghetti in Lady and the Tramp.

If branding captures the essence of your business, marketing is the process of serving it up where customers can experience it. That could be on social media platforms, the first page of Google … or, ya know, that Italian restaurant with “Bella Notte” playing in the background.

If all goes well, your branding efforts and marketing strategy will help draw in your target audience and build a loyal customer base. Taking a strong and successful brand and amplifying it via marketing channels will help your business increase brand awareness , convert leads to customers and keep them coming back.

What are the key elements of a brand?

A brand is SO much more than a logo. As you’ll see, a lot of different elements go into creating a successful brand strategy:

The brand vision

Brand development involves distilling important but intangible aspects of your business into tangible, recognizable brand components. Therefore, you’ll need to start with those intangible things, like your company’s origin story and central mission, as well as the values you act on and your unique selling proposition.

These details help piece together a cohesive brand story and explain the who, what and why of your business. A brand positioning statement is an opportunity to articulate these intentions and what sets your company apart from the competition.

The brand visuals

A company’s visual identity is made up of components like a logo, typography, brand colors, imagery and other graphic elements. These components should work together to communicate your brand identity and tie various pieces of branded content together.

For instance, everything from product packaging and social media branding to email newsletters and event booths should share a cohesive visual style. When a prospective customer sees any one of these things, the visuals should support immediate brand recognition. Essentially, the customer should be able to associate the branded content they’re seeing with your business and what it’s all about.

A branding style guide provides guidance around using these visual elements. It can also summarize other aspects of your brand personality, such as values and voice.

The brand voice

If you’re in business, you certainly have something to say, and an audience to speak to. But how does your company convey those brand messages to your target audience? The decisions you make about how you communicate will shape your brand voice.

Voice includes the tone your business uses across written marketing materials. For instance, you might speak to your customers in a way that’s witty, intellectual or playful. It also includes the way you communicate. Whether your brand leans into emotional storytelling methods or prioritizes informative and direct language, that’s an important aspect of your brand voice .

The brand experience

Whether you operate in a B2B or B2C space, your marketing messages are still received by people. The way your business communicates through words and imagery will clue your audience into your brand personality and, by extension, the brand experience.

The entire customer journey — from the first impression to the final payment and continued engagement — is all part of your brand experience.

The initial marketing messages your customers see will help them calibrate their expectations. As they research and use your products or services, they’ll see how closely your business lives up to that brand promise. And, when they reach out for help, the quality of customer service will speak volumes about your brand.

5 powerful branding examples and what we can learn from them

Let’s take a look at branding strategy in action with these B2B and B2C branding examples:

1. American Express

Despite being in business for 170 years and counting, American Express hasn’t let go of its advertising roots. Much of AmEx’s current brand is rooted in a slogan popularized by the credit card company in the 1970s and 1980s: “Don’t Leave Home Without It.”

If you think about it, the central message in this nostalgic clip is really no different from the American Express brand message of today.

Rather than segmenting its target audience into a consumer group and a business audience, AmEx largely considers them one and the same, crafting messages that hint at how the company can fit neatly into all sides of the work-life balancing act.

It emphasizes the glamour and excitement of travel and cosmopolitan life, for both business and pleasure. It also references the joy of spending time with family. Plus, as the creator of Small Business Saturday® and Shop Small®, AmEx stands behind locally owned businesses in an effort to earn the trust of owners and consumers alike.

• It doesn’t matter whether AmEx is marketing consumer-grade products or business resources; the company always speaks directly to people.
• For decades, American Express has crafted its branding efforts around a straightforward and memorable message.
• Variations on this message help the brand show its value in different contexts.

2. City of Chicago

It might be hard to believe that the home of the best city flag could fall into the trap of sloppy branding. But Chicago officials felt that the city’s distinctive character was becoming obscured by a jumble of agencies, programs, services and other initiatives, each with its own visual identity.

Enter the Chicago Design System .

With this new and innovative municipal branding effort, entities across the city are now united through instantly recognizable visuals that draw inspiration from the iconic Chicago flag. A custom typeface called Big Shoulders captures the spirit of the city while presenting a clear and concise message.

Upon the March 2020 reveal, Mayor Lori Lightfoot said the rebrand initiative “marks a milestone in ensuring everything we create aligns with our values as a City.” That’s good branding in a nutshell.

The streamlined look and feel of the Chicago Design System is slated to cut costs and eliminate inefficiencies while promoting accessibility and improved brand recognition for Chicago neighbors around the corner and visitors from around the globe. Moreover, the City has made its branding examples, guidelines and templates available online so that local businesses and residents can showcase their connection to Chicago with just a few clicks.

And yes, there’s even guidance on how to make sure your new Chicago star tattoo is 100% accurate .

• When it comes to branding a large and unwieldy entity, or even a small operation, consistency is the key to success.
• If it’s time to develop a more sophisticated and streamlined brand, start with the existing culture, values and imagery and see where they lead.

3. Fenty Beauty

When Rihanna’s eponymous cosmetics line launched in September 2017, it was an instant hit.

Of course, Rihanna’s fame and Fenty Beauty’s powerful parent company, LVMH, certainly played a part in the beauty brand’s success. But not all celebrity makeup launches take off straight away.

What set Fenty Beauty apart was its commitment to carrying out its global brand promise, “Beauty For All,” from day one.

The cosmetics line launched with 40 foundation shades for customers of all skin tones. And it was clear that diversity was a core value, not an afterthought. Product branding and promotional photos consistently feature a more diverse group of models than what’s typical of mainstream beauty brands.

“The first time we showed the Fenty Beauty campaign trailer internally, a room full of business leaders, including myself, got very emotional,” recalled Sandy Saputo, chief marketing officer at LVMH’s Kendo Brands. “It was the first time underrepresented, underserved women and cultures were featured in a global prestige beauty campaign.”

Beauty consumers and industry leaders quickly took note, and the brand racked up $100 million in sales in just a few weeks.

But, as Saputo noted, Fenty Beauty “never once used the word ‘inclusive’ in our messaging.” Instead, the company earned its high brand equity by putting inclusive marketing into action and actually showing buyers and the beauty industry what that looks like.

A wider range of consumers can see themselves in the Fenty Beauty brand, but that’s not the only reason it’s relatable. Across social media, branding examples like tutorial videos, memes and user-generated content show that the makeup company speaks with a brand voice its young follower base can connect with.

• The most effective way to communicate your core brand values to your target audience is to show, not tell.
• An inclusive marketing approach can resonate with audiences that have a significant market value but that are often overlooked.
• Speaking your customers’ language can help foster meaningful, long-term relationships.

4. Mailchimp

After launching in 2001 and eventually taking the email marketing world by storm, Mailchimp made the decision to refine its brand in 2018. But, unlike other tech companies that marked their maturity with more serious and austere brand identities, Mailchimp kept it quirky.

The company stuck with Freddie the Chimp as its playful logo and a sunny yellow brand color. It also spruced things up with an array of expressive, dynamic and kinda weird illustrations with an intentionally unrefined, doodle-y feel.

In its written content, Mailchimp strikes a balance between being authoritative and approachable. The company’s branded resources present information in a clear and concise way. But ideas are always expressed with a friendly tone and a healthy dose of humor.

Why does this odd combination work so well?

It’s because Mailchimp’s clients know a thing or two about taking creative risks. Small business owners and marketers use Mailchimp’s branding tools to put their own ideas out into the world and make an impact. This target audience can appreciate a partner that unapologetically embraces its brand personality, since that’s what small business leaders are trying to do, too.

“Ultimately, the goal is to make Mailchimp a beacon for its own customers , who are growing brands trying to figure out how to speak to their people,” Angie Shih, a strategist at Mailchimp’s branding agency Collins, told Fast Company. “[They’re] hoping to send a message to these companies that success doesn’t mean erasing your peculiarities and idiosyncrasies. It’s about amplifying them. That’s how you stand out and connect with everyone.”

• Corporate branding doesn’t need to be boring! A brand personality that stands out for all the right reasons will be a lot more memorable.
• If your business operates in a B2B space, consider how you can use your brand to lead by example and galvanize your audience.

A lot of leaders in the aerospace industry have pretty strong brand identities. After all, companies that make fighter jets and rocket ships — or fearlessly launch them into the outer atmosphere and beyond — already have some pretty powerful brand fuel to work with.

But there hasn’t been anything quite like SpaceX before.

From a visual standpoint, the SpaceX brand fulfills the space travel experience we were promised by Space Age designers in the 1960s.

Stark white surfaces are interrupted only by clean lines and contours. All the inner workings and the advanced technologies are completely hidden away behind attractive touchscreens. From the sleek spacecraft design and the aesthetics of the capsule interiors to the details of the astronauts’ uniforms, the overall effect is impossibly cool.

The control panel consists of three touchscreen displays, which allow the crew to operate and fly the vehicle manually if needed pic.twitter.com/78qDepdaSW — SpaceX (@SpaceX) November 16, 2020

Of course, this was all very intentional. And it required some outside-the-box thinking.

For instance, rather than approaching traditional military uniform contractors for design help, SpaceX called up Hollywood superhero costume designer Jose Fernandez. The end result — streamlined suits enhanced with wearable technology — have been likened to tuxedos for space .

Elon Musk’s manufacturing and space transportation company is built on values like excitement, optimism and sheer determination. As a result, branding examples from SpaceX are tangible reflections of these values.

Importantly, the brand looked back to understand what we as a society wanted space travel to be. From there, it worked to bring that to life in a way that’s better than what folks in the JFK era could have imagined.

To cite Musk’s quote from the SpaceX website, “It’s about believing in the future and thinking that the future will be better than the past.”

• Spend some time tapping into your audience’s wildest dreams, then consider how your brand can make them a reality.
• If you have an innovative vision for your brand, don’t be afraid to reach outside your industry or comfort zone to find partners who can help you realize it.

Building a brand that leaps off the page

If you simply go through the digital marketing motions, your brand won’t exactly make waves.

All of these leading businesses we’ve looked at took a stance. They checked in with their values and vision, then found ways to translate those into tangible, meaningful brand identities.

That’s something you can do, too.

Figure out what makes your audience tick, then tailor every brand message around that. Align your content marketing strategy with your company’s core values. Stay true to your brand personality in a go-big-or-go-home way.

After all, you have to come up with something . So why not build a brand we can all get excited about?

Jessica Barker

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Jessica Barker is a Chicago-based content writer and Director of Editorial at Brafton. When she's not mixing work and wordplay, you'll find her curled up with a cat and a cuppa, dreaming up her next creative project.

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Here is a free business plan sample for a clothing brand project.

If the fashion world excites you and you're eager to launch your own clothing brand but feel uncertain about the first steps, you've landed on the perfect page.

In the content that follows, we will present to you a comprehensive sample business plan tailored for a clothing brand.

As you might be aware, a strategic business plan is crucial for any aspiring entrepreneur. It serves as a roadmap, guiding you through the establishment of your brand identity, target market, and business operations.

To streamline the planning process and get started with confidence, you can utilize our clothing brand business plan template. Our team is also on standby to provide a free review and offer feedback on your completed plan.

How to draft a great business plan for your clothing brand project?

A good business plan for a clothing brand must reflect the unique aspects of the fashion industry.

To start, it is crucial to provide a comprehensive overview of the fashion market. This includes current statistics and the identification of emerging trends, as illustrated in our clothing brand business plan template .

Then, you must articulate your brand's vision effectively. This involves pinpointing your target demographic (such as millennials, professionals, or fashion-forward individuals), and establishing your brand's distinctive identity (luxury, streetwear, eco-friendly, etc.).

The market analysis section is vital. It requires an in-depth look at competitors, fashion trends, and consumer behavior.

For a clothing brand, particular emphasis should be placed on your collections. Describe your product lines - whether they are seasonal, the types of garments you offer, and how they cater to the preferences and needs of your intended audience.

The operational plan is key. It should outline the location of your headquarters, the design and manufacturing process, sourcing of materials, and the logistics of distribution.

For a clothing brand, it is important to highlight the quality of fabrics, design originality, and ethical manufacturing practices.

Address your marketing and sales strategy next. How will you engage and keep customers? Consider advertising tactics, building brand loyalty, and expanding sales channels (such as online platforms or brick-and-mortar stores).

Implementing digital strategies, like an e-commerce website or a strong social media presence, is crucial in the modern marketplace.

The financial plan is another critical component. It should cover the initial investment, projected sales, operational expenses, and the point of profitability.

In the fashion industry, product life cycles can be short, and trends change rapidly, so it is essential to have a thorough understanding of your financials. For assistance, refer to our financial forecast for a clothing brand .

Compared to other business plans, a clothing brand's plan must pay extra attention to brand development, intellectual property protection, inventory management, and the fast-paced nature of fashion cycles.

A well-crafted business plan will not only help you clarify your strategy and vision but also attract investors or secure loans.

Investors and lenders are looking for a solid market analysis, realistic financial projections, and a clear grasp of the brand's day-to-day operations.

By presenting a detailed and substantiated plan, you show your dedication and readiness for the success of your clothing brand.

To achieve these goals while saving time, you can simply fill out our clothing brand business plan template .

A free example of business plan for a clothing brand project

Here, we will provide a concise and illustrative example of a business plan for a specific project.

This example aims to provide an overview of the essential components of a business plan. It is important to note that this version is only a summary. As it stands, this business plan is not sufficiently developed to support a profitability strategy or convince a bank to provide financing.

To be effective, the business plan should be significantly more detailed, including up-to-date market data, more persuasive arguments, a thorough market study, a three-year action plan, as well as detailed financial tables such as a projected income statement, projected balance sheet, cash flow budget, and break-even analysis.

All these elements have been thoroughly included by our experts in the business plan template they have designed for a clothing brand .

Here, we will follow the same structure as in our business plan template.

Market Opportunity

Market data and figures.

The global apparel market is a dynamic and expansive industry with significant economic impact.

Recent estimates value the global clothing and textile industry at over 1 trillion dollars, with projections indicating continued growth, driven by increasing population and disposable income levels.

In the United States alone, there are thousands of clothing brands, contributing to a substantial portion of the retail sector with an annual turnover in the hundreds of billions of dollars.

These figures underscore the clothing industry's integral role in the global economy and its influence on consumer culture.

The fashion industry is witnessing a shift towards sustainability and ethical production practices. Consumers are becoming more environmentally conscious, leading to a rise in demand for eco-friendly and ethically sourced materials.

Technological advancements such as digital printing, 3D knitting, and AI-driven trend forecasting are revolutionizing the way clothing is designed, produced, and marketed.

Online shopping and fashion e-commerce platforms continue to grow, offering convenience and a wide range of choices for consumers.

Personalization and customization are becoming increasingly popular, with brands offering made-to-measure services and personalized design options.

Moreover, the push for transparency in the supply chain is compelling brands to disclose more information about the sourcing and manufacturing of their products.

These trends highlight the fashion industry's adaptation to the evolving preferences and values of 21st-century consumers.

Success Factors

Several key elements contribute to the success of a clothing brand.

First and foremost, the quality and design of the clothing are paramount. Brands that consistently deliver well-made and fashionable items are more likely to build a dedicated following.

Innovation in design and staying ahead of fashion trends can set a brand apart in a crowded marketplace.

Brand positioning and marketing are also critical, as a strong brand identity can attract and retain customers.

Customer service excellence is essential for ensuring customer satisfaction and fostering brand loyalty.

Lastly, efficient supply chain management, adaptability to market changes, and a commitment to sustainability are crucial for the long-term viability and success of a clothing brand.

The Project

Project presentation.

Our clothing brand project is designed to cater to the fashion-forward and environmentally conscious consumer. With a prime location in a trendy urban district or online presence targeting a global audience, our brand will offer a range of stylish, sustainable clothing items. From casual wear to formal attire, each piece will be crafted using eco-friendly materials and ethical manufacturing practices.

The emphasis will be on creating a unique blend of fashion and sustainability, ensuring that each garment not only looks good but also contributes positively to the environment.

Our clothing brand aims to set a new standard in the fashion industry, promoting eco-conscious apparel as a desirable and mainstream choice, thus influencing positive change in consumer habits and the fashion ecosystem.

Value Proposition

The value proposition of our sustainable clothing brand is centered around offering fashionable, high-quality apparel that aligns with the values of environmental responsibility and ethical production.

Our dedication to creating stylish yet sustainable clothing provides a compelling alternative for consumers who are not only fashion-conscious but also wish to make a positive impact on the planet.

We are committed to fostering a culture of sustainability in fashion, where customers can express their personal style without compromising on their ethical standards.

Our brand aspires to be a beacon in the sustainable fashion movement, offering a meaningful choice to consumers and leading the way towards a more responsible and eco-friendly fashion industry.

Project Owner

The project owner is a fashion enthusiast with a strong commitment to sustainability and ethical practices in the industry.

With a background in fashion design and a deep understanding of the environmental impact of the clothing industry, they are determined to launch a clothing brand that stands out for its dedication to style, quality, and sustainability.

Driven by a vision of change and innovation, they are resolved to offer clothing that not only appeals to the aesthetic sensibilities of consumers but also supports a healthier planet.

Their commitment to ethical fashion and their passion for design make them the driving force behind this project, aiming to revolutionize the industry and empower consumers to make choices that are both stylish and sustainable.

The Market Study

Market segments.

The market segments for this eco-conscious clothing brand are diverse and multifaceted.

Firstly, there is a growing demographic of environmentally aware consumers who prioritize sustainable and ethically produced apparel to reduce their carbon footprint.

Additionally, fashion-forward individuals seeking unique, trendy designs that also align with their values form a significant segment.

The market also includes socially conscious shoppers who support brands with fair labor practices and a commitment to giving back to communities.

Lastly, influencers and public figures who advocate for sustainability in fashion can be key segments by endorsing the brand's ethos and products to a wider audience.

SWOT Analysis

A SWOT analysis of this eco-conscious clothing brand project highlights several factors.

Strengths include a strong brand ethos centered on sustainability, high-quality and durable materials, and unique design aesthetics.

Weaknesses might encompass the higher price points associated with sustainable materials and ethical manufacturing processes.

Opportunities can be found in the growing consumer demand for sustainable fashion, potential partnerships with eco-friendly initiatives, and leveraging digital marketing to reach a global audience.

Threats could involve the fast fashion industry's dominance, market saturation with eco-conscious competitors, and the potential for economic downturns affecting consumer spending on higher-priced items.

Competitor Analysis

Competitor analysis in the sustainable clothing sector indicates a competitive landscape.

Direct competitors include other eco-friendly clothing brands that emphasize sustainability and ethical production.

These brands compete on the basis of their sustainability credentials, design innovation, and brand loyalty.

Potential competitive advantages include superior garment quality, a strong sustainability narrative, transparent supply chains, and a loyal customer base that values the brand's mission.

Understanding the strengths and weaknesses of these competitors is crucial for carving out a unique market position and fostering customer loyalty.

Competitive Advantages

Our dedication to sustainability and ethical practices is the cornerstone of our brand's competitive edge.

We offer a curated collection of clothing that not only meets the latest fashion trends but does so with minimal environmental impact, using organic, recycled, and upcycled materials.

Our commitment to transparency in our supply chain and our partnerships with fair-trade certified suppliers resonate with our customers, building trust and loyalty.

We also engage in community initiatives and environmental advocacy, further solidifying our reputation as a brand that cares beyond profit.

You can also read our articles about: - how to start a clothing brand project: a complete guide - the customer segments of a clothing brand project - the competition study for a clothing brand project

The Strategy

Development plan.

Our three-year development plan for the eco-conscious clothing brand is forward-thinking and sustainable.

In the first year, we aim to establish a strong online presence and build a loyal customer base by offering high-quality, sustainable fashion. We will also focus on creating a strong brand identity that resonates with eco-aware consumers.

The second year will be geared towards expanding our product lines and introducing limited-edition collections to increase brand exclusivity and appeal. We will explore pop-up shops in trendy urban areas to enhance our visibility and customer engagement.

In the third year, we plan to collaborate with eco-friendly designers and influencers to broaden our reach. We will also look into sustainable brick-and-mortar store options in key markets to solidify our brand presence.

Throughout this period, we will stay true to our core values of sustainability, ethical production, and fashion innovation, ensuring we adapt to the evolving demands of our environmentally conscious customers while growing our market share.

Business Model Canvas

The Business Model Canvas for our eco-conscious clothing brand targets environmentally aware individuals and those seeking sustainable fashion options.

Our value proposition is centered around offering stylish, durable, and ethically produced clothing, with a commitment to reducing environmental impact.

We will sell our products through our e-commerce platform and selected physical retail experiences, utilizing key resources such as our sustainable supply chain and digital marketing expertise.

Key activities include sustainable sourcing, design innovation, and community engagement.

Our revenue streams will be generated from online and in-person sales of our clothing lines, while our costs will be primarily associated with sustainable materials, ethical labor practices, and marketing initiatives.

Find a complete and editable real Business Model Canvas in our business plan template .

Marketing Strategy

Our marketing strategy is centered on communicating the importance of sustainable fashion and the environmental benefits of our products.

We plan to engage with our audience through storytelling, showcasing the journey of our products from sustainable sourcing to ethical manufacturing.

We will leverage social media campaigns, collaborations with eco-friendly influencers, and participation in sustainable fashion events to increase brand awareness.

Additionally, we will implement a customer loyalty program to reward repeat customers and encourage word-of-mouth referrals.

Our aim is to create a community around our brand that values sustainability as much as we do, while also driving sales through targeted, value-driven marketing efforts.

Risk Policy

Our risk policy for the clothing brand is designed to mitigate risks associated with fashion trends, supply chain management, and sustainability commitments.

We will continuously monitor fashion trends to ensure our designs remain relevant and desirable. Our supply chain will be managed with a focus on transparency and ethical practices, reducing the risk of reputational damage.

We will conduct regular sustainability audits to ensure our operations align with our environmental goals. Additionally, we will maintain a conservative financial strategy to manage costs effectively.

Insurance coverage will be in place to protect against potential business disruptions or liability issues. Our priority is to deliver sustainable fashion while safeguarding the integrity and financial stability of our brand.

Why Our Project is Viable

We are committed to launching an eco-conscious clothing brand that meets the increasing demand for sustainable fashion options.

With our dedication to ethical production, environmental responsibility, and innovative design, we believe we can carve out a significant niche in the fashion industry.

We are excited to make a positive impact on the environment and society while building a successful and respected brand.

We are adaptable and ready to evolve with the market to ensure the long-term viability of our eco-conscious clothing brand.

You can also read our articles about: - the Business Model Canvas of a clothing brand project - the marketing strategy for a clothing brand project

The Financial Plan

Of course, the text presented below is far from sufficient to serve as a solid and credible financial analysis for a bank or potential investor. They expect specific numbers, financial statements, and charts demonstrating the profitability of your project.

All these elements are available in our business plan template for a clothing brand and our financial plan for a clothing brand .

Initial expenses for our clothing brand include costs for design and production of our initial collections, sourcing high-quality and sustainable fabrics, setting up an online store, and investing in physical retail space if applicable. We will also allocate funds for hiring skilled fashion designers, seamstresses, and support staff, as well as for creating a strong brand identity and executing targeted marketing campaigns to build a customer base.

Our revenue assumptions are based on a thorough analysis of the fashion market, with a focus on the growing demand for sustainable and ethically produced clothing. We will also consider the competitive landscape and our brand positioning to estimate our potential market share.

We anticipate a gradual increase in sales, starting with a conservative approach and expanding as our brand gains recognition and loyalty among consumers.

The projected income statement outlines expected revenues from our clothing sales, production costs (materials, labor, manufacturing), and operating expenses (rent for retail space, marketing, salaries, etc.).

This results in a forecasted net profit that is essential for assessing the long-term viability of our clothing brand.

The projected balance sheet will display assets unique to our business, such as inventory, equipment for design and manufacturing, and liabilities including loans and other financial obligations.

It will provide a snapshot of the financial condition of our clothing brand at the end of each fiscal period.

Our projected cash flow statement will detail the cash inflows from sales and outflows for expenses, helping us to predict our financial needs. This is crucial for maintaining a healthy cash balance and ensuring smooth operations.

The projected financing plan will outline the mix of equity, loans, and other financing methods we intend to use to fund our startup costs and initial operations.

The working capital requirement for our clothing brand will be carefully managed to ensure we have enough funds to support day-to-day activities, such as fabric procurement, inventory management, and payroll.

The break-even analysis will show the volume of sales we need to achieve to cover all our costs, including initial investments, and to begin generating profit.

It will signal the point at which our business becomes financially sustainable.

Key performance indicators we will monitor include the gross margin on our clothing items, the inventory turnover rate to assess the efficiency of our stock management, and the return on investment to evaluate the profitability of the capital invested in our brand.

These metrics will assist us in measuring the financial performance and overall success of our clothing brand.

If you want to know more about the financial analysis of this type of activity, please read our article about the financial plan for a clothing brand project .

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FREE 6+ Brand Business Plan Samples [ Management, Agency, Strategy ]

The term “branding” refers to the process of identifying your company. It’s how your customers recognize and interact with your company. A successful brand is more than simply a logo; it’s represented in everything from customer service , employee attire, business cards , and location to marketing materials and advertising. Your brand should reflect what your company stands for and what sets it apart from the competition; it should express your company’s qualities, strengths, and personality.

Brand Business Plan

6+ brand business plan samples, 1. brand business plan template, 2. online clothing brand business plan template, 3. brand management business plan, 4. fashion brand business plan, 5. brand strategy business plan, 6. sample brand business plan, 7. brand and patents business plan, how to plan a brand for your business, what is brand development, why is it important to research your target clients.

In order to build a successful brand, you must conduct extensive market research to determine why buyers should be drawn to your company. Customers will remember your business if you have a strong brand, and they will be more confident that your products or services will meet their demands. Customers are more likely to stick with a brand they know and trust. Branding should be addressed early on in the process of creating a firm, as having a strong brand will increase your chances of success.

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A brand is an entire ecosystem that governs how you interact with the outside world. In a sense, your brand is a promise to your customers about how you will conduct business. Because the style, colors, and phrases you use should represent the emotions your customers will have when they use your product, this promise affects how you develop your website, produce your business card, and even respond to messages and reviews.

Building a brand may be a simple process if the creative aspects are broken down into a few easy phases. Don’t worry if you find yourself going back over steps; it’s all part of the process of creating a brand identity. You can make a selection only to discover later that it clashes with other design aspects in your company.

• Analyze your competitors and audience – What is the demographic of your intended audience? What makes your product or service superior to others? What are you capable of that no one else can? Attempting to answer these questions will assist you in determining what will resonate with your target clients as well as how other organizations in the market portray themselves. This might help you determine the direction of your branding initiatives right away. It will either assist in the elimination of possibilities that are already taken or do not resonate with clients. Alternatively, it will emphasize imagery, tone, content, and graphics that are most appealing to your ideal customer. In either instance, it just helps you think more critically about your brand’s aesthetic and communication features.
• Define your brand – Your goods and services will not appeal to everyone. By being particular, your brand should reflect this. By having a distinct focus and a persona that your target market can relate to. When establishing your value proposition and mission statement , you’ve probably already gone through part of this.
• Choose your name – Your competition analysis and brand-defining tasks have already provided you with some choices for a name for your company. As previously stated, branding is much more than just your name and logo, yet your name does carry some weight. It’s the word or phrase that connects all of your other brand pieces, but it’s not what gives your brand personality.
• Select brand colors – After you’ve decided on a name, you’ll need to visually establish your brand. For customers, this is frequently the most emotive aspect, and it affects purchase psychology.
• Write a slogan or tagline – Your value proposition is very similar to your tagline or slogan. It’s a one-sentence slogan that’ll appear under your logo, in advertising , on social bios, and everywhere else it feels appropriate. Short and memorable slogans are ideal. It should also include a modest call to action for your customers, if possible.
• Collect brand images – Photography has the power to pique the interest—and wallets—of potential clients. The impact of well-chosen images with a consistent theme on how your brand is regarded is significant.
• Create a logo for your business – This is frequently the first thought, although it should be addressed somewhere in the middle of the design process. It’s all too simple to create a visually appealing image that has nothing to do with your brand’s fundamental message.
• Know the branding assets that you need – It’s time to figure out what kind of brand assets you’ll need for your company. This goes beyond simply establishing fundamental elements and really assists you in creating a list of precise images to which your brand will need to adapt.
• Establish your brand guidelines – This will address the fundamentals of your brand as well as how it should be presented across various platforms. Most likely, you won’t have every scenario covered at first, but this will provide you with a source of truth to refer to when creating new pictures.

The process of building and strengthening your professional services brand is known as brand development. We divide the process into three phases when assisting businesses with brand development. The first step is to ensure that your brand strategy is correct and linked with your business goals. The second step is to create all of the tools you’ll need to communicate your brand, including a logo, tagline, and website. Finally, you’ll need to enhance your newly created or revised brand.

Understanding your target client’s perspectives and priorities, anticipating their wants, and putting your message in language that connects with them can all be aided by research. It also reveals how people perceive your company’s capabilities and present brand. As a result, the marketing risk associated with brand development is significantly reduced.

If you want to see more samples and formats, check out some brand business plan samples and templates provided in the article for your reference.

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Branding Plan

As a company that wants to continuously thrive, you need to make sure you find good and effective ways to market the products and/or services of your company. With that in mind, you need to immediately plan out the steps you need to take in order to have a successful market and sell what your company offers. Making a plan as to what you need to do will set attainable goals and help you keep track of your progress so far. Furthermore, it will also help you make sure you do precisely what steps are needed in order to achieve your goals.

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Aside from that, you need to make sure you establish your brand to your target demographic and make it known to potential customers. As you continue to make sure your business survives, making sure your brand becomes easy to recognize and well-known to the customers is essential to the process. With that in mind, a plan is important and helpful in advertising and keeping your brand alive. This article will help you plan for your brand as well as other important matters you should remember when you want to push your brand further.

What Is a Brand/Branding Plan?

As mentioned earlier, in order to ensure the survival of the company, it is important to assert and advertise your brand anywhere and anytime possible. However, you still need to choose specific strategies to use in doing so; otherwise, your effort will be futile. You need to have a thorough plan outlining which specific strategies should be done when so that it will be easier for you to execute them as well as measure your progress.

With that in mind, a brand or branding plan is a document that contains the strategies and tactics the company will use to do the direction they want to go for their brand as well as achieve the goals they have set. The brand plan is basically an umbrella that which encapsulates the marketing sales and product development plans . It puts into details what each aspect needs to perform in order to help the brand at the same time setting objectives that operations and finance need to support.

It is basically a plan that helps you utilize your brand’s limited resources to drive the biggest return. In this sense, a branding plan is a significant document that holds steps, actions, and procedures needed to accomplish in order to ensure the success of the brand. And since the brand is the most valuable asset of the company, a branding plan aligns, steers, and inspires all other functional areas of the company. Through this plan, the company has a guide on what steps to take, how and what the areas are supposed to do in order to support the branding efforts.

Elements of a Brand Plan

In order to make determine which strategies should be prioritized, you need to have a clear understanding of what you need in order to set and achieve the goals and objectives of the brand. Afterward, you can immediately start planning for the brand; this is when you start drafting a brand plan. However, it is important to remember that there are important aspects you need cover in your brand plan in order for it to be effective. With that, here are some of the most important elements of a brand plan you need to include:

1. Situation Analysis

A situational review is a deep-dive business review assessing where you currently are in the business or industry. In order to have an effective situational analysis you have to look at factors connected to your business such as the category, consumer, competitors, channels, and the brand. You have to determine what is driving your business as well as what is preventing you from fulfilling it. You also need to include the risks that may arise and the opportunities that has still to be tapped into.

2. Key Issues

After a summary is made from the situation analysis, you can determine what issues you are facing or about to face. With this in mind, key issues are basically the inhibitors that are preventing you from achieving the goals and objectives you already set. In this section, you will determine the inhibitors and the risks your brand is exposed to. At the same time, you will also need to include what effects these inhibitors and risks will cause your brand, how they can affect your growth, sales, etc.

3. Vision/Purpose/Goals

This section will contain of the branding plan contains the vision you have for the brand. You can only plan out the strategies you want to apply if you have a good reason behind it. In this case, the vision you have for your brand is basically where you want your brand to be after a certain period of time. You have to clearly define the purpose of your brand so that it will be easier for you to make a plan. In addition to that, you can also set measurable goals or objectives that will be what drives your plans as well as your strategies.

4. Strategies

In your branding plan, it is essential to include specific strategies and tactics, mostly marketing related, that you need to do in order to achieve the vision and goals you have for the brand. However, you need to remember that the strategies that should be included in your brand must be studied and tested. It is important that these strategies have ample data that supports their effectiveness; otherwise, resources will be wasted. In this case, it is important to remember that the strategies you use help you get to where you envisioned your brand to be on a certain period of time.

Since you have already identified and determined the strategies that you need to do in order to achieve you vision and goals, you need to be able to execute them according to the provisions or procedures of the said strategies. The way you execute your plan will be heavily influenced by the strategies you have included; this means that you have to be able to create a bond with your target customers in order to establish your brand’s reputation based on a distinct positioning and influence them to change how they feel, think, and act toward your brand.

In order to know if your efforts have borne the fruit you desire, you need to measure their effectiveness. Depending on how you want to measure your progress and growth as a brand, you need to assess whether there are significant changes brought about your shift in your old branding plan. You can conduct a survey , interviews, and so on in order to gather data you can measure and compare to your previous progress or growth. Measuring your progress will help you determine whether the strategies you have in place have been working or not.

Strategic Questions to Answer When Making a Branding Plan

In order to make an effective branding plan, you need to be aware of certain aspects and factors in your brand that can affect your overall growth. You need to know the current status and be aware with the current situation your brand is currently at. This will help you make better choices and make better decisions in order to help your brand grow even more or maybe penetrate new market, whatever you purpose may be. With that in mind, here are strategic questions you can use as guide when making a branding plan:

1. Where could we be?

This question refers to the vision/purpose/goals you have for your brand. You need to know and determine what you want to achieve in order to make moves that will help you get there. In order to answer this question effectively, you need to assess where you currently are and envision where you want your brand to go. In addition to that, you need to set a practical timeline of when you want achieve your goals. Doing this will ensure you set goals that are achievable and measurable. Answering this question will help you put specific vision and/or goals in your branding plan.

2. Where are we?

This pertains to your current situation. A thorough situational analysis will help you understand and be aware of where you are at in terms of growth and progress. When you started your brand you have already set goals and visions you need to achieve within a period of time, that will help you assess your current situation. In this case, you need to determine what has driven your brand to continue until such day, what inhibitors have prevented you to do certain things, the risks you have faced and may arise, and the opportunities you have yet to dive into.

3. Why are we here?

In order to answer this question, you need to figure out your current competitive position, the main strength your brand has, the connection your customers have with your brand, and the current business situation that your brand is facing. If you have figured out the mentioned aspects, you will have a better picture of why your brand is currently in the position it is now. Since you are aware of your current situation, you should also be aware why you are there. Figure out why you have grown so much from your first few months or why you have shown little progress so far.

4. How can we get there?

This is where your strategies and tactics come into the picture. However, in order to come up with suitable strategies, you need to think back to your vision. Your strategies will highly depend on the numbers, progress, etc. you want to achieve. You need to make sure that your strategies will help you pursue and get to the point where you want your brand to be; otherwise, the plan will have to be subjected to major improvements and changes. In addition to this, make sure that the strategies you use have been tested out prior to it being included in your branding plan.

5. What do we need to do?

This question is related to the fourth question. In order to accurately answer this question, you need to determine how to properly execute your strategies. This is where the testing of strategies comes in hand since it will give you of an overview of how the strategy can be effective, which means the most effective execution of such strategies have also been tested out. It is important to remember that although you tested the strategies, the market continuously changes and you need you make decisions to help you adapt. In addition to the strategies, how to measure their effectiveness as well as your overall progress should be included.

A branding plan is an essential document that will help you establish a connection with your customers. It can either make or break you brand. With that in mind, it is why it is important to study your market and plan accordingly. Although a branding plan will serve as your guide as you establish your brand in the market, make sure you are able to adapt to changes along the way. We hope you find the topics discussed in this article informative and useful.

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8 Business Plan Templates You Can Get for Free

8 min. read

Updated April 10, 2024

A business plan template can be an excellent tool to simplify the creation of your business plan. 

The pre-set structure helps you organize ideas, covers all critical business information, and saves you time and effort on formatting.

The only issue? There are SO many free business plan templates out there. 

So, which ones are actually worth using? 

To help remove the guesswork, I’ve rounded up some of the best business plan templates you can access right now. 

These are listed in no particular order, and each has its benefits and drawbacks.

What to look for in a business plan template

Not all business plan templates are created equal. As you weigh your options and decide which template(s) you’ll use, be sure to review them with the following criteria in mind:

• Easy to edit: A template should save you time. That won’t be the case if you have to fuss around figuring out how to edit the document, or even worse, it doesn’t allow you to edit at all.
• Contains the right sections: A good template should cover all essential sections of a business plan , including the executive summary, product/service description, market/competitive analysis, marketing and sales plan, operations, milestones, and financial projections. 
• Provides guidance: You should be able to trust that the information in a template is accurate. That means the organization or person who created the template is highly credible, known for producing useful resources, and ideally has some entrepreneurial experience.
• Software compatibility: Lastly, you want any template to be compatible with the software platforms you use. More than likely, this means it’s available in Microsoft Word, Google Docs, or PDF format at a minimum. 

1. Bplans — A plan with expert guidance

Since you’re already on Bplans, I have to first mention the templates that we have available. 

Our traditional and one-page templates were created by entrepreneurs and business owners with over 80 years of collective planning experience. We revisit and update them annually to ensure they are approachable, thorough, and aligned with our team’s evolving best practices.  

The templates, available in Word, PDF, or Google Doc formats, include in-depth guidance on what to include in each section, expert tips, and links to additional resources. 

Plus, we have over 550 real-world sample business plans you can use for guidance when filling out your template.

Download: Traditional lender-ready business plan template or a simple one-page plan template .

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2. SBA — Introduction to business plans

The U.S. Small Business Administration (SBA) offers two different business plan templates along with a short planning guide. 

While not incredibly in-depth, it’s enough to help you understand how traditional and lean plans are structured and what information needs to be covered. The templates themselves are more like examples, providing you with a finished product to reference as you write your plan.

The key benefit of using these templates is that they were created by the SBA. While they may provide less guidance, you can be assured that the information and structure meet their expectations.

Explore: The SBA’s planning guide and free templates

3. SCORE — Planning workbook

SCORE’s template is more like a workbook. It includes exercises after each section to help you get your ideas down and turn them into a structured plan.

The market research worksheets are especially useful. They provide a clear framework for identifying your target market and analyzing competitors from multiple angles. Plus, they give you an easy way to document all the information you’re collecting.

You will likely have to remove the exercises in this template to make it investor-ready. But it can be worth it if you’re struggling to get past a blank page and want a more interactive planning method.

Download: SCORE’s business plan template

4. PandaDoc — A template with fillable forms

PandaDoc’s library offers a variety of industry-specific business plan templates that feature a modern design flair and concise instructions. 

These templates are designed for sharing. They include fillable fields and sections for non-disclosure agreements, which may be necessary when sending a plan to investors.  

But the real benefit is their compatibility with PandaDoc’s platform. Yes, they are free, but if you’re a PandaDoc subscriber, you’ll have far more customization options. 

Out of all their templates, the standard business plan template is the most in-depth. The rest, while still useful, go a bit lighter on guidance in favor of tailoring the plan to a specific industry.

Explore: PandaDoc’s business plan template library  

5. Canva — Pitch with your plan

Canva is a great option for building a visually stunning business plan that can be used as a pitch tool. It offers a diverse array of templates built by their in-house team and the larger creative community, meaning the number of options constantly grows.

You will need to verify that the information in the template you choose matches the standard structure of a traditional business plan. 

You should do this with any template, but it’s especially important with any tool that accepts community submissions. While they are likely reviewed and approved, there may still be errors.

Remember, you can only edit these templates within Canva. Luckily, you only need a free subscription, and you may just miss out on some of the visual assets being used. 

To get the most value, it may be best to create a more traditional planning document and transfer that information into Canva. 

Explore: Canva’s business plan gallery

6. ClickUp — The collaborative template

Out of all the project management tools that offer free business plan templates, ClickUp’s is the most approachable.

Rather than throwing you into all the features and expecting you to figure it out—ClickUp provides a thorough startup guide with resource links, images, and videos explaining how to write a plan using the tool. 

There’s also a completed sample plan (structured like an expanded one-page plan) for you to reference and see how the more traditional document can connect to the product management features. You can set goals, target dates, leave comments, and even assign tasks to someone else on your team. 

These features are limited to the ClickUp platform and will not be useful for everyone. They will likely get in the way of writing a plan you can easily share with lenders or investors. 

But this is a great option if you’re looking for a template that makes internal collaboration more fluid and keeps all your information in one place.

Sign Up: Get a free trial of ClickUp and explore their template library

7. Smartsheet — A wide variety of templates

I’m including Smartsheet’s library of templates on this list because of the sheer number of options they provide. 

They have a simple business plan template, a one-page plan, a fill-in-the-blank template, a plan outline, a plan grading rubric, and even an Excel-built project plan. All are perfectly usable and vary in visual style, depth of instructions, and the available format.

Honestly, the only drawback (which is also the core benefit) is that the amount of templates can be overwhelming. If you’re already uncertain which plan option is right for you, the lengthy list they provide may not provide much clarity.

At the same time, it can be a great resource if you want a one-stop shop to view multiple plan types.

Explore: Smartsheet’s business plan template library  

8. ReferralRock affiliate marketing business plan

I’m adding ReferralRock’s template to this list due to its specificity. 

It’s not your standard business plan template. The plan is tailored with specific sections and guidance around launching an affiliate marketing business. 

Most of the template is dedicated to defining how to choose affiliates, set commissions, create legal agreements, and track performance.

So, if you plan on starting an affiliate marketing business or program, this template will provide more specific guidance. Just know that you will likely need to reference additional resources when writing the non-industry sections of your plan.

Download: ReferralRock affiliate marketing business plan template

Does it matter what business plan template you use?

The short answer is no. As long as the structure is correct, it saves you time, and it helps you write your business plan , then any template will work. 

What it ultimately comes down to, is what sort of value you hope to get from the template. 

• Do you need more guidance? 
• A simple way to structure your plan? 
• An option that works with a specific tool?
• A way to make your plan more visually interesting?

Hopefully, this list has helped you hone in on an option that meets one (or several) of these needs. Still, it may be worth downloading a few of these templates to determine the right fit. 

And really, what matters most is that you spend time writing a business plan . It will help you avoid early mistakes, determine if you have a viable business, and fully consider what it will take to get up and running. 

If you need additional guidance, check out our library of planning resources . We cover everything from plan formats , to how to write a business plan, and even how to use it as a management tool . 

If you don’t want to waste time researching other templates, you can download our one-page or traditional business plan template and jump right into the planning process.

See why 1.2 million entrepreneurs have written their business plans with LivePlan

Kody Wirth is a content writer and SEO specialist for Palo Alto Software—the creator's of Bplans and LivePlan. He has 3+ years experience covering small business topics and runs a part-time content writing service in his spare time.

Table of Contents

• Qualities of a good template
• ReferralRock
• Does the template matter?

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