All units of THE branding agency, including brand research, design studio, and digital branding unit, need an executive document (Brief) to start each project, which is compiled and communicated to them by the strategy unit. After choosing the model, the strategy unit presents the necessary executive document to the brand research unit. In this document, the essential information that should be obtained and analyzed from the market, audience, competitors, and internal conditions of the organization, is available in document of brand strategy.