Brand Brief Importance
It’s easy to create a brand brief. Simply copy/paste the below into your own document and fill in the blanks. Use the output with anyone who is part of your team – internally or externally. This helps ensure everyone understands your business and can embed your brand into whatever work being completed on your behalf. This exercise also helps clarify goals and leadership alignment whether you are a solo business or a larger organization without an embedded internal marketing team.
INTRODUCTION
A. Background: Provide a brief overview of the organization/company.
B. Purpose: Explain the purpose of the brand brief and its intended audience.
BRAND OVERVIEW
A. Brand Name: State the name of the brand.
B. Brand Essence: Define the core values and essence that the brand represents.
C. Brand Mission: Describe the brand’s purpose and what it aims to achieve.
D. Brand Vision: Outline the long-term aspirations and goals for the brand.
E. Target Audience: Identify the primary target audience and their key characteristics.
COMPETITIVE ANALYSIS
A. Market Landscape: Provide an overview of the industry and market in which the brand operates.
B. Competitor Analysis: Identify key competitors and analyze their brand positioning, strengths, and weaknesses.
C. Unique Selling Proposition (USP): Define the unique value proposition that sets the brand apart from competitors.
BRAND IDENTITY
A. Brand Personality: Describe the desired personality traits that reflect the brand’s character.
B. Brand Values: Enumerate the core values that guide the brand’s actions and decisions.
C. Brand Voice: Determine the tone and communication style that best represents the brand. D. Brand Visual Identity: Outline the visual elements such as logo, colors, typography, and imagery that represent the brand.
KEY MESSAGES
A. Brand Promise: Summarize the primary benefit or promise the brand offers to its target audience.
B. Elevator Pitch: Craft a concise and compelling description of the brand that captures its essence.
C. Tagline: Develop a memorable and impactful tagline that encapsulates the brand’s identity.
MARKETING AND COMMUNICATIONS STRATEGY
A. Marketing Objectives: Clearly state the specific marketing goals that the brand aims to achieve.
B. Target Channels: Identify the key marketing channels and platforms to reach the target audience.
C. Campaign Themes and Initiatives: Outline potential marketing campaigns, themes, or initiatives that align with the brand’s identity and objectives.
D. Key Performance Indicators (KPIs): Define measurable metrics that will be used to evaluate the success of marketing efforts.
IMPLEMENTATION GUIDELINES
A. Brand Guidelines: Develop a set of guidelines that outline how the brand should be represented consistently across various touchpoints.
B. Brand Assets: Compile a comprehensive list of brand assets, including logos, templates, imagery, and other visual elements.
C. Brand Usage: Provide instructions on the correct usage of the brand assets and guidelines for internal and external stakeholders.
CONCLUSION
A. Summary: Recap the key points discussed throughout the brand brief. B. Next Steps: Outline the recommended actions or steps to be taken to implement the brand strategy effectively.
Remember, this is just an outline, and you can customize it based on the specific needs and requirements of your organization.
