Brand 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 did your company come to be and how long have you been in business?
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
What is the purpose of your company’s existence? Why does it matter?
Does your organization have a vision statement?
The destination/goal of your organization. What total success looks like.
What is the vision statement 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 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 an existing asset library of photography, video, graphics, etc.?
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?
What elements (if any) do you believe should be carried through to the new logo?
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)?
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.

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Are there any colors you feel would be appropriate or most helpful in your new branding?
Do you have an idea(s) regarding specific imagery/icons you would like to see as a logo concept option?
Please list in detail any imagery/icon ideas you may have regarding a logo concept.
Are there any fonts that you would like to use? If so, please provide the font names.

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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 anything else we should know about your design preferences/requirements?
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