The Brand Strategist's Toolkit
Seventeen years of strategy,
distilled into six templates.
The exact frameworks I have used to build go-to-market strategies and campaigns for South Africa's biggest brands — across telecoms, FMCG, retail, banking, insurance and healthcare. No theory. Fill-in-the-blank tools you can use on Monday morning.
What's inside
Six templates. Zero fluff.
1. The Creative Brief — eleven sections, one single-minded proposition, and a kill rule for bad briefs.
2. The Go-to-Market Canvas — the entire launch on one page: audience, insight, positioning, channels, budget, KPIs.
3. The Brand Audit Scorecard — eight weighted criteria, scored out of 100. Score the brand customers experience, not the brand book.
4. The Campaign ROI Planner — budget allocator plus ROI worksheet, with a fully worked example.
5. Positioning & Messaging Worksheet — positioning builder plus a four-level messaging hierarchy, with validation tests.
6. The 30/60/90 Launch Plan — phased, owned and dated, with a T-24h launch-day checklist.
Get the toolkit
$49. Yours forever.
All six templates as print-ready PDFs. Use them on unlimited projects, forever. If one template saves you a single bad campaign decision, it has paid for itself a thousand times over.
For junior strategists, founders, and small agencies who want senior-level rigour without the agency invoice.
Fair questions
Before you ask.
Is this just generic template filler?
No. Every template carries the judgement calls of seventeen years — what good looks like, the traps, the kill rules. Generic templates tell you what boxes exist. These tell you how to think inside them.
Who is it not for?
Senior strategists with their own battle-tested system. This is a shortcut for everyone else.
What format?
Six PDFs. Print them, fill them in, reuse them forever.