ABSTRACT
Every brand strategic communication plan should begin with an outline. Outlining what is contained in the plan is an efficient way to begin the brand strategic communication planning project. Of course, all plans are unique depending upon the company, brand, or organization. However, there are fundamentals that should be part of any plan.
Exhibit 7.1 contains an outline for a brand strategic communication plan. It covers ten broad areas, beginning with an executive summary and ending with ways to measure the results of your plan. Other than the executive summary, each component of the plan builds on the prior component. For example, marketing objectives/strategies lead into the role that communication plays in solving the marketing challenge. This leads to brand communication objectives, which then lead to brand communication strategies and tactics. Each brand communication plan is not unlike a book. It tells a story. In this case, the story is how you plan to solve the brand's marketing challenge.
