Brand & Web Brief

What's your name?*
First Last
Your Organization
What is the name of your organization?
What is the simplest description of what your company does?
Please include the key services or products that you provide.
Please describe the history of your company.
How many employees do you have?
What is the emotional payoff for your customers when they partner with you?
What are the positive things your customers will feel and experience?
Your Purpose
Does your organization have a vision statement?
The destination/goal of your organization. What total success looks like.
What is the vision of your organization?
Does your organization have a mission statement?
The roadmap/plan to reach the vision.
What is your organization's mission statement?
What is the purpose of your company’s existence? Why does it matter?
What are the core principles (values or beliefs) that motivate your company?
What is the most rewarding part of what you get to do at your business or organization?

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Your Target Audience & Competition
Who are the primary customers or clients you are currently serving?
Please be specific: age groups, gender, profession, geographical location, interests, etc.
Who are you looking to target that you are not currently reaching?
How do you reach your audience today? How do they find and learn about you?
How does your audience currently perceive your business or organization? In what areas does it need to improve?
What is the root cause of your customers' problems?
What drives someone to contact or do business with your organization?
How do you demonstrate expertise to solve your customer's problem(s)?
How do you alleviate your customer’s fears/apprehensions of doing business with you?
Who are your competitors?
Please list at least three.
What is the unique, primary benefit that sets you apart from your competitors?
i.e. your selling point or unique value proposition. Why do people choose your products or services over those of your competitors?
How do you deliver on this benefit and provide factual, meaningful, and provable reasons that set you apart from your competitors?

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Your Brand
What is your vision for your brand?
Do you have existing brand guidelines documentation for your current logo?*
(logos, typefaces, colors, etc.)?
Do you have an existing asset library of photography, video, graphics, etc.?*
Does any of your current materials need to be updated to match the new brand identity?
What words describe the basic personality of your brand as it stands now?
(e.g., minimalistic, bold, playful, modern, etc.)

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Your Logo
If you have a current logo, what do you like about it?
Does the new logo need to complement existing brands
(e.g., logos, font, colors of subsidiaries or divisions of your company), or should it stand alone?
What is the exact name that you would like to appear on the logo design? What other words should the logo incorporate (if any)?
Do you have any specific colors you want to include or avoid?
Please provide at least three examples of companies with logos that you like.
Either within your industry or not. What specifically do you like about them? (Colors, font, icon).
Please provide at least three examples of companies with logos that you do not like.
Do you have any ideas regarding specific imagery/icons you would like to see as a logo concept option?
If you have specific imagery/icons you would like to see as a logo concept option, please list out your ideas here.
Are there any fonts that you would like to use? If so, please provide their names.

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Your Website
What would you define a successful website for your organization?
If you have a current website, what areas of the site are successful and why?
What is the primary purpose of your website?
(e.g., sell products, provide information, generate leads, etc.)
Who are the different types of users that will visit your website? Please list all that apply
(e.g., You are a roofing company and those who visit your website are homeowners, commercial property owners, contractors, etc.)
What is the primary action a visitor should take when coming to your site?
Ex. filling out a form, calling your organization, placing an order.

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What is missing from your current website that needs to be in the new website?
(i.e., specific content pages, features, etc.)
Do you have any websites that you like that could be used as inspiration for your new website design?
Think layout, colors, fonts, photos, etc.
Will there be any third-party advertising on the new website?
Do you serve any customers in the European Union, or any other countries?
If so, we'll take steps to comply with the General Data Protection Regulation (GDPR).
Are there legal consideration in you industry that we need to be aware of for the sake of the website?

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Wrap-up
Do you plan to test your new brand (using surveys, focus groups, interviews, direct observation or other form of customer testing)? If so, when and how will the testing be performed?
Is there any additional information pertaining to your website preferences/requirements that we should be aware of?
That's it! Below, you can go back to review your answers if you'd like. When you're ready, go ahead and submit your branding brief. If you'd like to receive an email copy of your brief, provide your email below:
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Your Organization