Brand and Web Brief (Non Profit) 1Organization2Audience3Objectives4Values5Logo6Colors & Fonts7Website8Website Cont. What's your name?* First Last Your OrganizationWhat 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 organization: how did your organization come to be and how long have you been around?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 PurposeDoes your organization have a vision statement?The destination/goal of your organization. What total success looks like. Yes No What is the vision of your organization?Does your organization have a mission statement?The roadmap/plan to reach the vision. Yes No What is your organization's mission statement?What is the purpose of your organization's existence? Why does it matter?What is the unique, primary benefit that sets you apart?What are the core principles (values or beliefs) that motivate your staff and key volunteers?What is the most rewarding part of what you get to do at your business or organization?Your Target AudienceWho are the primary people 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?What would you say is competing for the attention of the people you are trying to reach and serve? Please list at least three.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?Describe the ideal person you serve.What are the biggest pain points of the people you are reaching? What drives someone to contact or engage with your organization?How many people volunteer with your organization?How many people does your organization directly serve?What three words does the public *currently* associate with your organization?What aspect of your image needs improvement? How do you want your image to be seen in two years? Ten years? Target Audience & CompetitionWho 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 clients' problems?What drives someone to contact or do business with your organization?How do you demonstrate expertise to solve your clients' problem(s)?How do you alleviate your clients' 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? Objectives For Your BrandWhat is your vision for your new brand?Do any of your current materials need to be updated to match the new brand identity?What personality traits would you like your brand to portray? Your LogoIf 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 brand need to complement existing brands (e.g. logos, font, colors of existing brands you engage with), 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 or organizations 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 or organizations with logos that you do not like. 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? Yes No 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. Your WebsiteHow would you define a successful website for your organization?If you have a current website, what areas of the site are successful and why?Who are the different types of users that will visit your website? Please list all that applyUse characteristics, such as age, experience, education, etc.Why will users come to your site?What is the primary “action” a visitor should take when coming to your site?Ex. filling out a form, calling your organization, downloading content.Describe any vision you have for the look and feel of the new website. Are there any special features or functionalities that you will need / would like in the new web design?(e.g. photo gallery, video streaming, login forms, etc).Please list 3–5 websites whose look and feel resemble your vision. Please include a note about what you like about each of them.Will there be any third-party advertising on the new website?Are there legal considerations that we need to be aware of for the sake of the website? Wrap-upDo you plan to test your new brand (using surveys, focus groups, interviews, direct observation or other forms of testing)? If so, when and how will the testing be performed?Is there anything else we should know about your design preferences/requirements?Often organizations are known for what they are against. In a few sentence describe what your organization is for?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:Email
