When PLAN is needed
ALIGN creates agreement. PLAN creates direction. When teams lack a clear definition of the brand, execution drifts over time. Creative becomes inconsistent. Decisions rely on opinion instead of intent. Agencies guess. The consumer gets diluted. PLAN exists to fix that.
This is for you if:
You want the brand clearly defined, not loosely agreed
Execution is inconsistent across teams, markets, or agencies
Every campaign feels like a fresh debate
You want the brand to guide decisions, not slow them down
You need something that holds as the business grows
What you’ll have at the end:
A clear definition of what the brand stands for and why it exists
A sharp understanding of who the brand is for and who it is not
A clear brand idea that everything ladders up to
Defined boundaries for tone, behaviour, and expression
A shared reference teams use to make decisions and brief confidently
How it works:
Deeper working sessions built on the output of ALIGN
Clear thinking shaped into a usable brand framework
Focus on decisions, not decoration
Everything grounded in the consumer, not internal preference
Timing:
Typically 4–8 weeks
Built to fit alongside day jobs
Designed to reduce debate, not add process