The Business Model Canvas developed by Alexander Osterwalder and Yves Pigneur is a useful too for developing a concise framework for a new or existing business. Here is a modified version that focuses more on branding and activities to help you in your marketing planning.

Download the customizable sheet

Core Brand Message
Determine what is the key takeaway you want your customers to remember about your brand that differentiates you from your competition.

Customer Segments
Identify you core target audiences. Outline key demographics and psychographics.

Determine how you want your customer to interact with you. Highly personalized service? Seamless and automated? Co-creators with your products? Part of your community?

Key Motivations
Provide key insights about why your customers would use your type of product or service.

Brand Tactics
List the specific branding and marketing activities you execute to communicate your message.

Brand Personality
Identify the tone and style of your communications

List all of the places you interact with your customers.

List both your marketing budget and time needed to execute your tactics.

Metrics for Success
Determine the key performance indicators you will measure to ensure your branding is effective.