Brand Name

BRAND BRIEF

Brief Date: Client Name Designer Name Designer social handles

00/00/2020 Client Email Designer Email Designer Website
THE WHAT
WHO ARE YOU & WHAT DOES YOUR PRODUCT DO?
BUSINESS

Client name:
Client email:
Phone number:
Company name & address:

Timeline & Deadline

When do you need this project to be delivered, and is there any factors affecting that? Are the dates flexible or not?

Business name Name on Logo Name Meaning

What is the business/company name? What is the name you want to use on the Logo What is the meaning of the name used, and
& in which language/s? why did you choose it?
Listed in preference of use.

Industry Industry Characteristics Location

What category does your product/ service What are the characteristics that define the Where is your business located?
belong to? industry to which your product belongs to? Where are your users located?

Who are the decision-makers? Website & Social Handles Tagline

Who are the decision-makers & what factors Provide your business's website and social Does your brand have an existing tagline?
influence their decisions? media account handles if present. Do you need one?

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BUSINESS

Project objectives
What do you need delivered out of this project?
Logo design - identity design - Visual identity system - collaterals.

Brand Goals
What are your business short, medium and long term goals?What is the main problem that you want to solve?
Awareness - Brand positioning - Increase revenue - Efficiency - Innovate new solutions - Brand recognition - Engagement - Brand loyalty - Brand
advocates - Brand equity - Focus - Market Share - Margins.

Framework:
We want/ aim to (projects goal) to/ that would/ that can be (brands goal)

Business Description/ Brand Story

What is your business about? How did you come to start your business and why do you do what you do & how do you do it?

New Business: Launch Date Existing Business: Date Established

When do you expect your business to launch and operate? When was your business established & launched?
How long have you been operational?

Deliverables & Scope of Work

What specific design deliverables do you need?

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BUSINESS

Product/Services List
What are the products and services you provide? Which is your core offering?

Product Features/Specifications Benifit/End Value

What tangible specifications does your product offer to your users? Why do your users need you? What is the end value they receive
What are the products selling points that would make the user want from using your product?
to use or buy it?

Products Point of Difference Product/Service Availability

What makes your products different than your competitors? How and where can your user find you and know about you?
Why should your customers buy from you rather than others?

Brand Architecture
Are there any subbrands for your brand or product lines? What is your brand architecture?

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THE WHO
WHO IS YOUR PRODUCT DIRECTED TO?
WHO ARE YOUR COMPETITORS?
TARGET AUDIENCE

Users Customers
Who are your users? How would you generally describe your targeted audience?
Are there different segments of users that shares the same attributes?

Gender ratio:

Age brackets:

Occupation/ postions:

Attributes & lifestyle chracteristics:

Brand identity
How would your users/ community describe you?
Problem, challenges and needs:

Living in:

Target audience overview

Whom is your product/ service directed to?

(Brand name's) target audience are (gender ratio), between (age brackets), (occupation or position), (attributes &
lifestyle characteristics) , who (verb; need, want, aspire, concerned, worried, annoyed) to/about ( their problem &
challenges). They mostly live in (country/s).

Example:
Males & females, 25-55 years old, technology-driven managers and CEOs running non-profit organizations and charities
living a fast life, multitasking while managing their organizations who want customizable web tools to help them generate
more donations online by reaching out to more advocates.

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TARGET AUDIENCE

Primary user persona

Create a user persona that would be the ideal customer of this brand.

Suggested name:
Gender:
Marital status:
Education:
Occupation:
Age:
Nationality/ location:
Lifestyle, interests, hobbies, values:
He/ She (attribute relative to the business solution; technology driven, living a fast paced life, use social media, etc.)

Needs, problem:
He/ She needs, wants, aspires, concerned, lacks, annoyed) to/about ( their problem relative to your business solution)

Primary user persona:

(Primary user persoas name) is a (age) (gender). He/ She (attribute relative to the business solution; technology-driven,
living a fast paced life, use social media, etc.) and is a (occupation or position), who (needs, wants, aspires, concerned,
lacks, annoyed to/about their problem relative to your business solution). He/ She is (nationality) that lives in (country/s)

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TARGET AUDIENCE

Secondary user persona

Suggested name:
Gender:
Marital status:
Education:
Occupation:
Age:
Nationality/ location:
Lifestyle, interests, hobbies, values:
He/ She (attribute relative to the business solution; technology driven, living a fast paced life, use social media, etc.)

Needs, problem:
He/ She needs, wants, aspires, concerned, lacks, annoyed) to/about ( their problem relative to your business solution)

Secondary user persona:

(Primary user persoas name) is a (age) (gender). He/ She (attribute relative to the business solution; technology-driven,
living a fast paced life, use social media, etc.) and is a (occupation or position), who (needs, wants, aspires, concerned,
lacks, annoyed to/about their problem relative to your business solution). He/ She is (nationality) that lives in (country/s)

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DIFFERENTIATION

Brand Competitors
Who are your main competitors?
List their names and provide their websites, social media account links, etc

Direct comp: Indirect competitors:

What makes you different from your competition?

What are the common things between you and your competitors?

What brands do you like and which brands do you dislike, and why?
Including or discluding your compeitotrs.

Point of Differentiation/ X Factor

How are you different & what makes your brand/ product/ service unique to your specific target audience?

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THE WHY
WHY DO YOU DO IT?
BRAND CORE

PURPOSE
The WHY questions

Defining the Why, how and what of the brand

Go through this exercise with the client, filling in and in points the
brand's why, how, and what inside the circle and list them as well.

Why do you do what you do?

How do you do it?

WHY
What do you do?
HOW

WHAT

Purpose Statement
Use this framework to come up with the purpose statement:

Framework:
To (why), so that (what)(how)

Example:
To empower health professionals so that they can treat patients more holistically.

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BRAND CORE

Brand Values
What values do you provide to your users?

List 3-6 values that your brand stand for and explain each shortly:

Brand Vision
Where is your brand going & what do you want your brand to achieve in the future? What are your short & long-term goals for your business?

Brand Mission
What is the commitment that you provide to your users which will guide your decisions?

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THE HOW
HOW DO YOU DO IT?
BRAND PERSONALITY

What is your brand personality?

How would you like your target audience to perceive your brand.

3 2 1 0 1 2 3

Youthful Mature

Feminine Masculine

Simple Complex

Traditional Contemporary

Friendly Authoritative

Playful Serious

Rebel Conventional

Industrial Natural

Mass Elite
appeal
Expensive
Economical
Elegant
Casual
Classic
Innovative

What is your brand personality dimension?

Choose the primary personality dimension for the brand you are working on, this is a general personality model, and you can choose other
characteristics from any of these attributes as well.

SINCERITY EXCITEMENT COMPETENCE SOPHISTICATION RUGGEDNESS

Down to earth Daring Reliable Upper Class Outdoorsy

. Family oriented . Trendy . Hard Working . Glamorous . Masculine
. Small town . Exciting . Good Looking . Western
Intelligent
Honest Spirited . Technical Charming Tough
. Sincere . Cool . Corporate . Feminine . Rugged
. Real . Young . Smooth
Successful
Wholesome Imaginative . Leader
. Original . Unique . Confident

Cheerful Up-to-date
. Sentimental . Independent
. Friendly . Contemporary

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BRAND PERSONALITY

Tone/Voice
How do you want to sound to your users?
Pick one of each category.

Choose one voice attribute from each column inspired from the brand values and attributes. Add more custom adjectives or pick others from the
brand voice/ tone of voice list or come up with relevant ones to the brand.

Casual or formal Energetic or quiet Edgy or considering Funny or serious

Are you casual Are you energetic Are you edgy Are you funny
or serious? or quiet? or considering? or serious?

Casual Energetic Considering Funny

Friendly Dynamic Understanding Sarcastic
Relatable Passionate caring Playful
Sympathetic Upbeat Coarse Witty
Proper Calm Provocative Traditional
Articulate Reserved Unapologetic Conservative
Formal Quiet Edgy Serious

Tone of Voice list

Enthusiastic Honest Attentive Expert Strong

Charming Clear Silly Empathetic Lyrical
Personable Leader Friendly Welcoming Free
Caring Trustworthy Spiritual Guiding Open
Playful Logical Magical Intelligent Charismatic
Knowledgable Refined Serine Proud Efficient
Teacher Experimental Feminine Busy Curious
Wise Collaborative Masculine Dynamic Direct
Funny Powerful Mother Driven Nurturing
Sarcastic Technical Witchy Introverted Natural
Professional Universal Healing Examining Picky

language Used Look & Feel

Language/s intended for use through communication with the target How do you want your company to look & how do you
audience. want your users to feel your brand?

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DESIGN

Brand Implementations
What are the main applications of your logo?
Where will the logo & identity be used & applied?

Channels
What platforms is your brand going to use?

TV Signages, billboards
Website Digital signages
Social Media point of sales , counters, shelf cards,etc
Mobile App Product packaging
Printables Guerrilla placements
Wearables

Design Mandates
Is there a set of design elements associated with the brand, its industry or preferences that you need to be used on your branding?
Fonts, colors, imagery, symbol, icon

Is there any constraints invloving your brand, its industry, target audience culture that we need to avoid using?
Fonts, colors, imagery, symbol, icon

Do you have an in-house designer or a hired one to implement the work?

If no, then make identity simpler and suggest apps or offer templates, in photoshop if they know how to use them

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BRAND KEYWORDS & NOTES

Brand Keywords
What words can be used to describe your brand or that are related to your brand, its industry, what makes you unique?

Brand Attributes
What are your brand's distinguishing characteristics and essence and how would you describe your brand?
Use at least 5 adjectives.

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BRAND BRIEF CONFIRMATION

Next steps:
Directly after meeting: At a later date:
From: From:
Requirements: Requirements:

Client Name:

Signature:

Daet signed:

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