BRAND DEVELOPMENT BRIEF
Client full Name
First Name
Last Name
Role on Project
Company name
Phone Number
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Area Code
Phone Number
E-mail
Names, designations and contact information for other key decision makers.
What is the company mission/vision?
Why are we in brand development?
New product/service branding
Brand refresh
Re-branding
Product or Service description/concept statement
For whom are we creating this product/service and brand?
What is the product/service "Reason for Being"?
What impression do we want the brand to make on our audience?
What is required?
Brand research
Brand strategy
Brand name
Logo
Brand stationery
Brand standards
Full brand identity system
Brand microsite
Brand communications
Brand Video
Branded event package
Package design
Livery/uniforms
Notes on requirements (if any)
Branding Criteria
Brand Personality
How much can we invest in brand development?
When do we need to say it?
Keep this in mind:
Avoid this:
This is what competitive brands are doing well:
This is what competitive brands are doing poorly:
These are some other brand examples worth emulating
Supporting documents
How will we measure the success of brand development
discipline and consistency across communications
stakeholder/employee approval
Timeline: Major milestones
Agency Briefing
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Estimate approval
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Strategic Approach Approval
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Naming and Design begins
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Branding Approval
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Final Client Review
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Asset production
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Materials to printers/live
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Submit
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AM/PM Option
Submit Brief to Agency
Clear Form
Print Form
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