Gartner defines brand strategy agencies as those that help clients crystallize a differentiated strategic market position and bring that strategy to life for internal and external stakeholders — from employees to customers — to drive the organization’s growth. At a minimum, agencies create a brand strategy and place it within a brand architecture structure, drive internal leadership support for the brand strategy, and create identity guidelines. Brand strategy agencies may offer a wide range of ancillary services, such as research, design, content creation, brand management and innovation, to contextualize or express the brand strategy.