Brand Brief
Brand Basics
Company Name
If you don't have one yet, please add this to the list of outputs below.
Company Tagline
If you don't have one yet, please add this to the list of outputs below.
Key Message
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).
Supporting Message/s
Features & Benefits
Objective of the brand
What do you want to achieve with this brand? Why are you doing this?
Call to Action
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?
Tone of Voice
Target Audience
Who are we speaking to? Age? Gender? Occupation types? Family status? Lifestyle? Location? Socio-economic level? Likes? Dislikes? Beliefs? Ethnicity?
Competition
Name your top three competitors. Go!
Brands you admire
Is there an existing company/brand you admire? Why do you admire them? What makes them special?
Services/Products
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.
Language
Which of the above tone examples does your company most closely align?
Expressive, relaxed, conversational - "Gidday, folks! Fuel here. We're a lovely bunch, and we do the whole shebang (including impromptu bake-offs).
Conservative yet friendly - Hello, we're Fuel Agency. We offer a range of creative and communication services - the coffee's on us."
Formal, no fluff - Fuel Agency is a nationally respected company, with a focus on end-to-end marketing solutions."
Other (provide an example/explain why below)
Qualities
We want to know your company's qualities and values - both internal and external. Do any of the above align with you/your company?
Reliable
Trustworthy
Kind
Detail-oriented
A little bit sassy
Bold
Quality over quantity
Open minded
Down-to-earth
Eccentirc
Innovative
Good communicators
Collaborative
Transparent
Growth
Relateable
Constant improvement
Conservative
Other - Please list below
If your company was a car...
What would it be? We've provided some examples below, but feel free to list your own.
Ferrari - Luxury, powerful, attention to detail, extroverted, confident
Jeep - Functional, fun, gritty, down to earth, 'cool', adventurous, youthful
Toyota Corolla - Reliable, no frills, relatable, humble, loyal, well-respected
Mazda CX5 - Family-oriented, inclusive, trustworthy, safety-conscious, well-rounded
Electric Car - Innovative, experimental, eco-friendly, forward-thinker, values-driven
Nissan Cube - A bit weird, unconventional, eclectic, alternative, disruptive, expressive
Other - (provide and example/explain why below)
If your company was a font
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.
Helvetica - Versatile, Corporate, Timeless, Practical
Bebas Neue - Masculine, Bold, Serious, No frills, Direct
Benton Modern - Elegant, Feminine, Premium, Luxury, Form over function
Museo Slab - Multi-faceted, Friendly yet reserved, Neutral
Journey - Youthful, Down-to-earth, Gritty, Imperfect, Personal
Space Mono - Quirky, Disruptive, A bit weird, Forward-thinking
If you company was a logo...
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.
Minimal - Elegant, timeless, sophisticated
Wordmark - No fuss, simple, humble, focussed
Handmade - Youthful, cheerful, personal, relaxed, playful
Corporate - Versatile, serious, professional
Emblem - Offical, entitled, prestigious, premium
Abstract - Artistic, explorative, multi-faceted, emotive
Colours
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?
Brights
Muted/neutral
Pastels
Brand Outputs
Identify the outputs you'd like
Logo
Tagline
Brand elements - Font suite (the cost of the license additional to quote) - Colour palette - Photography style
Business card (excl. print costs)
Email Signature
Website hompage/single-scroll (excl. build costs)
Brand Name
Full website design
Vehicle signage
Brochure
Flyer
Promotional products (i.e pens)
Uniform branding
Adverts
Product packaging
Letterhead
Social media artwork
Newsletter
Other - Please list below
Additional notes/comments
*
Brief approved by client
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