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Brand Brief

  • Brand Basics


  • If you don't have one yet, please add this to the list of outputs below.

  • If you don't have one yet, please add this to the list of outputs below.

  • What are we offering the audience - in a single sentance? What is the main benefit we are offering them/the primary promise we are making? If you need help, try the following formula: Our (offering) is the only (category) that (benefit).



  • What do you want to achieve with this brand? Why are you doing this?

  • What do you want people to do in response to seeing your brand? Do you want them to buy something? Contact you? Sign-up for something?


  • Who are we speaking to? Age? Gender? Occupation types? Family status? Lifestyle? Location? Socio-economic level? Likes? Dislikes? Beliefs? Ethnicity?

  • Name your top three competitors. Go!

  • Is there an existing company/brand you admire? Why do you admire them? What makes them special?

  • List all of the services and/or products you offer.

  • Brand Personality

    Okay, enough of the nitty gritty! Here's a few (slightly abstract) questions that will give us a better insight in to your desired brand personality, which will largely determine the brand aesthetic. It's important to answer these questions as objectively as possible - from the perspective of your company's goals - rather than your personal preferences.

  • Which of the above tone examples does your company most closely align?

  • We want to know your company's qualities and values - both internal and external. Do any of the above align with you/your company?

  • What would it be? We've provided some examples below, but feel free to list your own.

  • What would it be? Your selection is not indicative of the font we'll use in your bran identity, bit it will give us clarity around the category.

  • What would it be? Your selection is not indicative of the exact style we'll use in your brand identity, however it gives us an insight in to your perceptions. Fell free to send us examples of other logos you think are visually aligned with your brand.

  • Colour speaks volumes about a brands personality. Are there any colours in particular you'd like us to explore? Do you think bright, neutral, or pastel colours are the way to go?

  • Brand Outputs




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