A 40-page deck is not a brand strategy. A powerful brand culls the message down to a clear concise phrase. Simplicity liberates creativity.
A proper brand strategy forces you to prioritize. Of all the things your brand can say, you must decide what is core essence versus what are support points.
It’s difficult for a marketer to commit to a brand POV because it forces them to not have other POVs.
Editing is the hard part. As Blaise Pascal said, “Sorry I wrote you such a long letter, I did not have time to write you a shorter one.”