Helping you write a brand brief
Why do I need a brief and how do I go about drafting one?
A brand brief will add clarity and prevent conversations that may go in circles. The more information you can give your agency, the more they understand you and your needs. It’s not just paperwork, its vital to explain why you need a new brand so that it can be created successfully against your expectations.
Why does it matter?
Because great design doesn’t happen by accident. A brand brief keeps everyone involved on the same page. It helps you:
- Be clear on your goals
- Understand your audience inside and out
- Define what makes you different
- Spot opportunities to stand out in your market
- Set the creative direction (aka, make things look and sound amazing)
Without it, we’re all just guessing. And we don’t like guessing.
Where do we start?
Don’t worry, we’ll set the buzzwords aside and talk you through every step of the way. It’s a lot less scary than it sounds, and you probably have all the answers rolling around in your head; it’s just time to put them all in one place.
All you need to do is tell a story, the story of who you are and what you do.
Who are you?
Nothing formal, no stuffy suits or awkward small talk. Just who you are and why you think you’re onto something amazing. Whether you’re an established company looking for something new or a start-up with a dream and a business plan on the back of a napkin, let’s hear it.
And if you get stuck, here are a few questions we’d love to know the answers to…
How did it all start?
Was it a kitchen table breakthrough, a long-harboured dream, or even just luck and happy accidents?
What are the little and (not so little) wins you’ve had so far?
How do you sound? (Your tone of voice)
Whether you’re in the boardroom, or out for lunch, we all switch up the way we talk depending on who’s in front of us. We wear different hats. What hat do you wear when you talk to your customers? Is it pink and frilly or black and mysterious? Do you want to have a joke with them? Reassure them on a serious decision? Give them confidence and inspire?
Dream target audience
If you could conjure your dream customer from thin air, who would they be? Not how old they are, and if they have between 0 and 2.4 children. But, what kind of music do they listen to, how do they dress, who do they vote for, and what sort of job do they have?Demographics can be helpful, but in ever more saturated markets, you need to get specific. The nitty gritty of how they live their lives. Name them, give them nicknames. Think of them like friends you have yet to meet. Learn what makes them tick inside and out, like having a very intense crush on someone or thousands of hypothetical someones.
Where can you interact with them? In person and online, how can you meet them where they already live?
What brands do you already know they love?
What problems do they have that you could solve? Or what opportunity can you open their eyes to?
What brands make you jealous? (competitors and aspirations)
The green-eyed monster that comes for us all, so you may as well use that energy to stalk your competitors. Learn what works for them and what you can adapt for your brand.
- What brands do you want to be like?
- What do you like about their branding?
- Are there any patterns or common attributes to these brands?
- USP (Unique Selling Point)
What’s not working about your current branding?
The elephant(s) in the room that make your colleagues go shifty-eyed and the topics you keep ending back at, but can’t seem to push past. The elements of the brand that have an unflattering fit, that you haven’t had the time or the opportunity to try on something new.
- Bad press, you can’t quite shake.
- A visual style that hasn’t grown with you.
- Or a lack of cohesion.
Sometimes fresh eyes on the problem are the only way to find a solution.
What do you actually need help with?
Not sure? Why not start with…
- Brand strategy
Feeling a bit lost? Brand positioning will help you find your place in the market and distinguish yourself from what’s already out there. From research to a final guide that will take you by the hand and walk you through the process. - Campaigns and Content
If you are looking for something more short-term, a way to make a splash with punchy design and seasonal messaging. Something right now and focused on a specific topic to conquer. - Website
Want an online hub for your brand? From e-commerce to open forum, your website sets the tone with your target audience. Make sure it’s smooth sailing, not a slog of disappointing design and confusing navigation. (We can also help you draft your website brief!) - Editorial and Print
For when you literally want people to be able to read you like a book. Whether it’s reports, business cards, magazines or brochures.
Timeframe
Factor in time for things not to be perfect the first time round, and coordinate with your team to find the realistic date on the calendar when everything absolutely must be done by and work back from there. Take enough time for yourselves to be able to get approvals and create any content!
Budget
Always awkward to discuss, but the more transparent you can be the easier the process is. Just be honest about what you can afford. It will likely involve everyone’s least favourite word (compromise). Start with the dream, but know what can be crossed off the wish list in a push.
Get in touch
To discuss your project in more detail, or for more help drafting a brand brief, or any other project brief please email us and we will help as much as possible.
