A brand strategy brief, at its very best, is a story. A story with beginning, middle and end. Like good entertainment it contains a problem, solution(s), tension and resolution. Most importantly, it needs to appeal to the reader/viewer (aka the consumer) in order to take hold.
I write brand briefs for a living. In each and every one, the story has to flow. If the flow is interrupted by some structural anomaly, the brief will confuse. The money part of the brief is the finish — the claim and proof array. (Once claim, three proof planks.) It is the organizing principle for product, experience and messaging. If the claim does not fit the rest of the story like a glove, something is wrong with the story.
The brand brief story is written for the brand marketing lead. Once the claim and proof array are approved, and immutable, the brief is just a tool for brand managers and agents. Then the storytelling or as Co:Collective calls it Story Doing, is in the hands of the marketing team and creative people. And I am on the my next assignment.
In branding the brand brief is the greatest story ever told.