How to Create a Great Branding Brief

Photo by Sarah Dorweiler on Unsplash
Photo by Sarah Dorweiler on Unsplash

How Crucial Is A Brand Brief?

The most well-established and most strong brands set forth their core values as the pillars on top of their brand identity. These are the base elements of a brand, and everything the builds from them reflects what the brand represents and stands for. Therefore, it should not be surprising that findings indicate that upwards of 60% of consumers relate to specific brands and establish loyalty to them because they share the same values as the brand.

Photo by Brooke Lark on Unsplash
Photo by Brooke Lark on Unsplash
Photo by Helena Hertz on Unsplash
Photo by Helena Hertz on Unsplash

What Makes A Great Brand Brief?

Every brand brief will be different, but certain elements are included in every variation:


What is the brand’s image, and what future goals does it aspire to accomplish?


While the image says what the company seeks to do, the mission speaks to its plans to attain these accomplishments.

The Big Idea

This is commonly regarded as the company’s catchphrase, mantra, or tagline. It indicates a particular action that adopts the role being the brand’s theme (ex: Nike’s “Just Do It”)

Core Values

These are the primary values that a brand stands for. Each core value is best communicated by utilizing thought-provoking questions such as “What I recommend this brand to a loved one?” to represent the value of outstanding customer service. Ultimately, it is a tool for the brand’s employees to answer the critical questions about the brand while basing these answers on the company’s value system.

Brand Promise

A brand promises a customer a type of verbal contract, which, once put forth, should and cannot be broken. When it is, customers are quick to lose their trust and turn away.

Voice, Tone, And imagery

This speaks to how your brand would sound and how it would portray itself if it were a person.


The aspect of a brand brief that, more than any other, will vary from company to company because every company’s culture will be comprised of a different cultural construct. The brief should summarize anywhere from 5 to 7 cultural sayings representing a brand, summing them up in a sentence or two if possible.

Competitive Advantage

What makes a particular brand stand out from its competitors? This point is not about your product or service features but rather the intangibles offered by your brand that distinguish you from the rest.

Photo by Corinne Kutz on Unsplash
Photo by Corinne Kutz on Unsplash

Crucial Market And Target Audience

Who does the brand primarily cater to, and how does it hope to grow to reach more significant audience numbers.

Key Competitors

Who are the brand’s competitors in their industry or their niche. This one should be specific and broken down more granularly if the company provides multiple services or sells various products.

Additional Tips

Here are a few more critical tips for the formulation of an intense brand brief:

Write Down Ideas

When we connect to a brand, we do it on a subconscious level far too often. We rarely think about what indeed draws and connects us to a brand, and not surprisingly, this is because realizing the actual connection is challenging. It helps to write down your logo design brief to serve as a starting point. Once you truly understand your brand vision and figure out what you are looking to achieve, you can detail it in the brand brief.

Keep Customers At The Forefront

Build an image of your ideal customer. What are the problems they have that require solutions? What type of product or service are they after? Why would they want to choose your business instead of competitors? This helps to turn the perspective of observing a brand from the organization’s side and to view it as a client would.

Get Staff Input

A group that can most adequately speak to a brand is the organization’s staff, which the brand represents. Their opinions and contributions can offer invaluable insight into the representation of the brand. Indeed, the team would not openly share their views about a company’s logo, for instance. Still, if prompted with the explanation of why they are being asked about it, they may be able to contribute their take on the matter, offering some potentially game-changing advice.

Photo by Helena Hertz on Unsplash
Photo by Helena Hertz on Unsplash

Final Thoughts

Every aspect of a brand identity should link back to the core principles outlined in the branding brief. This will be a guiding hand for all of the principles that a brand uses in the production and marketing of its products.



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