The document is a template for a Branding Team to select key elements of a corporate branding strategy, including mission, vision, values, positioning, tagline, logo, and colors. Each member will review options for each element and select their preferred option with reasons. The team will then meet to discuss selections and make final decisions on branding choices that represent the interests of stakeholders.

1. Brand Selection Template
Purpose
The purpose of this tool is to help drive consensus on corporate branding choices. The
Branding Team, comprised of key stakeholders representing the interests of their
constituencies, will democratically determine the optimal branding strategy based on
corporate goals & objectives.
Each member of the Branding Team will review the following options, circle the one that they
feel is the best fit for the organization, and describe the reasons for their decision. Once all
the results are compiled, a meeting will be held to incorporate additional insights and
feedback, and to make the final selections.
Scope
Included in this selection process will be choices regarding mission, vision, corporate values,
core competencies, positioning statement, corporate tagline, elevator pitch, logo, and color
scheme. There may be other aspects of your brand that you wish to include in this selection
tool.

2. Branding Team Members
Stakeholder Role Stakeholder Name
Brand Champion
Sales Representative
Senior Executive
Customer Advocate
Other Representative
Other Representative
Other Representative
Other Representative
Branding Choices
Company Mission Statement
Option 1:
Option 2:
Option 3:
Why?

3. Company Vision Statement
Option 1:
Option 2:
Option 3:
Why?
Corporate Values
Option 1:
Option 2:
Option 3:
Why?

4. Positioning Statement
Option 1:
Option 2:
Option 3:
Why?
Corporate Tagline
Option 1:
Option 2:
Option 3:
Why?

5. Elevator Pitch
Option 1:
Option 2:
Option 3:
Why?
Color Scheme
Option 1:
Option 2:
Option 3:
Why?
Logo
Option 1:
Option 2:
Option 3:

6. Why?
Core Competencies
Option 1:
Option 2:
Option 3:
Why?
Branding Team Sign-off
I have completed my branding selections and feel that my choices are indicative of the
department/business unit I represent. I agree to communicate the reasons for my selections,
and attend our final branding strategy & selection meeting.
Name:
Title:
Signature:
Date: