Brand strategy proposal: Free template

Customize this free brand strategy proposal with Cobrief

Open this free brand strategy proposal in Cobrief and start editing it instantly using AI. You can adjust the tone, structure, and content based on your offer, the client’s goals, and the business context. You can also use AI to review your draft — spot gaps, tighten language, and improve clarity before sending.

Once you're done, send, download, or save the proposal in one click — no formatting or setup required.

This template is fully customizable and built for real-world use — ideal for pitching brand positioning projects, strategic identity work, or multi-phase brand development programs. Whether you’re working solo or as part of a creative agency, this version gives you a structured head start and removes the guesswork.

What is a brand strategy proposal?

A brand strategy proposal is a document used to outline your recommended approach to developing, refining, or repositioning a client’s brand. It typically includes your process, deliverables, timeline, and pricing — helping clients understand the value of strategic brand work before committing.

This type of proposal is commonly sent after a discovery call, brand audit, or early-stage consultation. It formalizes your approach while clarifying outcomes and responsibilities on both sides.

A good brand strategy proposal helps you:

• Explain the brand strategy process clearly to non-marketers.
• Set expectations for deliverables like positioning, messaging, or brand architecture.
• Establish credibility and trust in an often-intangible service.
• Align timing, cost, and collaboration needs before you begin.

If you're helping businesses define what they stand for and how to express it, this is the right proposal to use.

Why use Cobrief to edit your proposal

With Cobrief, you can instantly open and tailor this proposal — no formatting required — and improve it with built-in AI editing tools.

• Edit the proposal directly in your browser: No setup or formatting required — just click and start customizing.
• Rewrite sections with AI: Highlight any sentence and adjust tone, simplify language, or add missing context.
• Run a one-click AI review: Get smart suggestions to clarify your process, improve flow, or tighten messaging.
• Apply AI suggestions instantly: Review and accept individual AI suggestions, or apply all improvements across the proposal in one click.
• Share or export instantly: Send your proposal through Cobrief or download a clean PDF or DOCX version ready to send.

Spend less time polishing copy and more time closing the deal.

When to use this proposal

Use this brand strategy proposal when:

• Quoting a positioning or messaging engagement: Lay out the phases, tools, and expected outputs.
• Proposing a full brand identity project: Outline the strategy portion clearly before creative begins.
• Responding to a client brief or RFP: Package your thinking and process professionally.
• Pitching a retainer or advisory role: Clarify how strategy will be delivered over time or in sprints.

It’s especially useful when you need to sell the value of strategy work to clients unfamiliar with the process.

What to include in a brand strategy proposal

This template helps you frame the strategic value of your work clearly and credibly. Use each section to guide the client:

• Executive summary: Start with a concise summary of your understanding of the client’s challenge and how your strategy work will address it.
• Scope of work: Outline what’s included — research, stakeholder interviews, competitor analysis, brand positioning, messaging, voice, or naming. Avoid vague phrases like “brand refresh” — be specific about each deliverable.
• Timeline: Break the engagement into phases (e.g., discovery, development, delivery) and estimate how long each will take. Be clear about client input points.
• Pricing: Show a flat fee or phased pricing structure. Explain what’s included at each stage. If needed, note that additional deliverables (like visual identity) can be quoted separately.
• Terms and conditions: Include payment milestones, review cycles, and collaboration expectations. For example, “Client feedback required within 5 business days to keep project on schedule.”
• Next steps: Give a clear call to action like “Reply to approve” or “Click to confirm and schedule a kickoff.”

How to write an effective brand strategy proposal

Your proposal should feel confident, structured, and client-aware. Use these tips to make your offer more persuasive:

• Speak in outcomes, not deliverables: Talk about clarity, differentiation, and alignment — not just strategy frameworks or models.
• Use plain language: Don’t assume the client understands branding terminology — explain things simply and clearly.
• Show you understand their world: Tailor examples and references to their industry or brand stage.
• Break big processes into smaller steps: It makes the work feel digestible and more valuable.
• Reinforce collaboration: Make clear how and when the client will give input, and how their team will stay involved.
• Always end with clarity: Give one clear next step — don’t leave the follow-up ambiguous.

Frequently asked questions (FAQs)

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This article contains general legal information and does not contain legal advice. Cobrief is not a law firm or a substitute for an attorney or law firm. The law is complex and changes often. For legal advice, please ask a lawyer.