A plan that defines and concretizes the reason of being, positioning, and storytelling of a brand. It enables (1) to inspire, guide and align, like a roadmap, the rest of the brand elements (visual identity, verbal, web, etc.) and its actions (campaigns, events, etc.) and (2) to turn the brand into a key element in the business growth through the generation of interest, trust, and preference among stakeholders in a credible, differential, and relevant manner.