Clear position + proof + tools people use daily (templates, talk tracks) + how you’ll measure conversion.

A useful deliverable isn’t a “brand book.” It should include: (1) Positioning (who you’re for + why you win), (2) Role-relevant proof (evidence candidates trust), (3) Tradeoffs (who won’t thrive), and (4) Activation tools that ship into workflow: job post modules, outreach templates, recruiter & hiring-manager talk tracks, objection handling, interview/close scripts, and a simple careers-site “why this role” block. Finally, it needs measurement: which funnel conversions you’re targeting (reply rate, apply quality, offer acceptance, time-to-fill) and how you’ll track improvement. The goal is becoming more choosable to the right people—so the deliverable must change behavior at decision points.