A creative brief for a brand identity design.

Before my job as a brand identity designer begins I need to get all relevant information about your business. We need to establish a clear objective and the best way to go about this is to write a Creative Brief.

This is a communication tool that outlines a project’s requirements, expectations and resources. It helps ensure that everyone involved in a project are on the same page.

To make writing this brief easier, here's a questionnaire:


Information about your business/service/product
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• Can you describe what you do in one sentence?
• What background info is relevant?

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​USP
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• What are the benefits and features of your product or service?
• How do you solve your customers’ problems?
• Why should your prospects buy from you or engage with you?
• What makes your business truly unique?
• How are your product/services different from, or better than, the competition?

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Objective

A straightforward plan is required to know what you hope to do and how you plan on doing it. Why do you need our help? How will you measure success?  

• Promote new products or services?
• Grow digital presence?
• Target new customers?
• Retain existing customers?
• Build brand awareness?
• Increase sales?
• Expand into a new market?   

Target audience

Mindset that unites the complete target audience. If possible, try to describe a person you know.

• What is the most relevant desire, need, hope or fear held by target audience that your business can address?
• Are there any specific target audience you wish to reach out, whom you haven’t?
• Share 5 adjectives or words that best describe your IDEAL clients.    

Competitors and business challenges

Understanding what the competition can offer will provide a clearer picture of where your product or service stands in the market.

• List some of your competitors and what they do, and what you like/dislike about them.
• Are there any brands you particularly admire?
• What are your main business challenges?

Tone of voice and Brand personality

Communicating with a consistent tone of voice can build trust, authority and likability. It adds an extra dimension of personality to your communications and helps to embody your brand’s values.

• What tone of voice will your target audience best react to?
• Think about your brand’s personality. How would you describe it?    

Vision and Brand ambition

• Why do you do what you do?
• Where is your brand going and what does its future looks like?
• What is your 10 years plan for your brand?
• Where do you want your product or service to be in the mind of the target audience?
• Share 5 adjectives or words that best describe this ambition.

Mission

• What are you going to do, to make your vision a reality?

If we were to sum all this up in a Tagline
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• What are the key points that need to be communicated?

How does your brand’s image fall between these opposing characteristics?
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• Approachable/Authoritative
• Professional/Amateur
• Masculine/Feminine
• Humorous/Serious
• Conservative/Extravagant
• Simple/Intricate
• Grey/Colorful
• Necessity/Luxury
• Modern/Classic
• Sporty/Elegant
• Extreme/Safe
• Casual/Formal
• Relaxed/Energetic
• Irreverent/Respectful
• Enthusiastic/Matter-of-fact

What colors represent your brand?


What words would you use to describe your brand’s image?


What attributes and/or emotions do you want associated with your brand....
.... and what attributes and/or emotions would you NOT want associated with your brand?


Brands are mostly about storytelling. Do you have a brand? If so:
​What’s the story of your brand?


Budget

A ballpark idea of budget sets the parameters for how much time we have to work with. Are other resources required?
    

Schedule

This schedule should include design presentations, client feedback, content delivery and approval dates.


​Practical considerations and additional information
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List all elements that need to be included. Are there restrictions of any kind, like certain colours that can’t be used etc?

I know, there's quite a lot of questions here.... See how you go and contact me if you'd like some help with it. I listen. I learn. I question. And when we have agreed this creative brief, then I create.

​The more work we put into this part of the project, the more likely we are to get it right! Let's get started! Here's to creating a brand for your business that captures your customer's attention.