Gartner defines brand strategy agencies as those that help clients crystallize a differentiated strategic market position and bring that strategy to life for leadership, for employees and in the market to drive the organization’s growth. At a minimum, this involves creating a brand strategy and placing it within a brand architecture structure, driving internal leadership support for the brand strategy, and creating 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.