Brand strategy is often part of a complete branding package including naming and visual identity. It’s the first, crucial step and includes:Discovery (brand immersion through interviews and review of materials)Positioning (defining the pillars that capture the brand essence and placing a brand stake in the competitive ground) Messaging (crafting a brand story, an internal narrative that ties the positioning work together, plus optional other branding copy such as a tagline or slogan)Architecture (optional step appropriate for brands with complex portfolios of offerings)Although timelines vary with scope and complexity, we typically allot about 8 weeks for the brand strategy phase of the process.