Free Brand Brief Templates

Smartsheet Contributor Joe Weller on Oct 03, 2021

We’ve gathered the top brand brief templates and tips for filling them out for brand managers, creative directors, designers, marketers, project managers, and producers to use when creating and launching successful branding campaigns. 

On this page, you’ll find a simple brand brief template, a brand identity design brief template, a brand identity brief example template, and a brand positioning brief template. Plus, see helpful tips on using a brand brief template.


Brand Brief Template

Brand Brief Template

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Use this comprehensive brand brief template to standardize your branding-related client-intake process and in-house brand-planning practices. The template includes sections for brand profile, brand objectives, target audience, brand attitude, and key brand-messaging takeaways to improve the impression of your organization. This dynamic, reusable brand brief template helps ensure that your client and brand-team members remain apprised of all brand-specific developments — from initial brainstorming stages to announcing and launching your brand.


Brand Brief Example Template

Brand Brief Example Template

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Manage the development of your brand with this powerful, all-inclusive brand brief example template. We provide answers to the crucial branding questions in editable text that you can overwrite to complete the following brand-profile elements: 

  • As an organization, who are you?
  • What is your organization's purpose?
  • Who are your customers?
  • How do you want to be perceived in the marketplace?
  • What's your organization's personality?
  • What distinguishes you from your competitors?

Help your client or your own organization express their brand objectives by having them answer the following questions: 

  • What do you hope to achieve with your brand? 
  • What's the primary image you want your brand to convey?
  • How can your brand help you achieve your goals?
  • How can your brand help you best your competitors?
  • Who is your target audience?

Additional sections include details for further brand clarification (e.g., brand tone, brand personality, key brand takeaway, and tagline). Easily track the crucial details of effective brand development with the guidance offered by the sample text in this brand brief example template.


Brand Identity Design Brief Template

Brand identity Design Brief Template

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Plan and track critical branding goals and logistics with this detailed brand identity design brief template. Enter client contact info, brand design budget, brand identity design overview, and brand identity design objectives to help clarify your brand’s look and feel, along with its messaging. This template also helps you drill down into brand-related specifics, including brand image requirements and branding schedule, to ensure that you account for all branding aspects and are on track for launch. 

Read our design brief templates article to find additional templates and learn more about getting the most out of your brand-related design briefs.


Brand Identity Brief Example Template

Brand Identity Brief Design Example Template

Download Brand Identity Brief Example Template 

Microsoft Excel | Microsoft Word | Adobe PDF | Google Docs 

This brand identity brief example template with editable sample text covers all the essentials for planning a successful brand-identity campaign. Instructive sample text guides you through key steps in the branding process, so that you accurately capture intended brand tone, objectives, target audience, call to action, brand campaign look and feel, primary campaign message, and competitive analysis. This example template provides a thorough amount of brand-centric details in a relatively small amount of space, which can help your creative team deliver an innovative and powerful branding campaign.


Brand Creative Brief Template

Brand Creative Brief Template

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Use this all-inclusive brand creative brief template to define all of your planned brand features in a centralized, shareable document. This template helps you answer the all-important “why?” regarding your brand’s purpose, as well as the ultimate impact the brand should have on your target market. You’ll also find space to add the details of your brand’s tone and personality. This template is perfect for capturing both the broad strokes and details of strong brand development, as well as ensuring you account for all relevant features for brand creation and execution. 

Read our creative brief article to find additional templates and learn more about getting the most out of your brand-related creative briefs.


Brand Campaign Brief Template

Brand Campaign Brief Template

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Account for every facet of a successful brand campaign with this easy-to-use, all-inclusive brand campaign brief template. Enter client information (e.g., campaign name, client name, brand, etc.), brand campaign purpose, brand campaign objective, brand target, resources and budget, brand campaign tone, and brand personality traits. This brand campaign-specific template is a useful tool for easily capturing and tracking branding details, including key branding takeaways, taglines, and goals for each of your marketing channels.


Brand Activation Brief Template

Brand Activation Brief Template

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This brand-activation brief template allows you to specify a brand’s essential qualities and intentions, so that you can successfully develop and launch your brand with potent, quantifiable results in the marketplace. List brand-activation purpose (i.e., the crucial “why?” of what you’re trying to achieve), the ultimate impact you want your brand to make, your brand’s fundamental elements, and the target audience (i.e., “Who does the brand speak to?”), as well as your brand’s all-around attitude (its tone and personality). There is plenty of space to add brand-creation details, which can help your marketing and design personnel immediately activate your brand’s full potential.


Brand Development Brief Template

Brand Development Brief Template

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Good brand development not only helps create effective visibility in the marketplace, but it also instills brand loyalty, which results in increased sales and long-lasting business relationships. Use this customizable brand development brief template to create a thorough framework for capturing the details of your brand’s evolution. Whether you want to capture brand-profile details (e.g., “How do you want to be perceived in the marketplace?”), specify brand objectives (e.g., “What’s the primary image you want your brand to convey?”), or clearly state your brand’s objectives, this brand development brief template helps you effectively record all pertinent details.


Brand Identity Creative Brief Template

Brand Identity Creative Brief Template

Download Brand Identity Creative Brief Template

Microsoft Word | Adobe PDF | Google Docs

Marketers, brand managers, designers, and clients can use this brand identity creative brief template to work together seamlessly and define a brand’s requirements and intended market impact. Start with client-related information, and then enter details pertaining to the brand’s campaign, potential opportunities, objectives, target audience, tone, personality, and marketing-channel details. This uniquely customizable brand identity brief template is ideal for creating a brand — from brainstorming phases to market launch — and is a superb solution for keeping brand-creation specifics in a single, sharable location.


Brand Design Brief Template

Brand Design Brief Template

Download Brand Design Brief Template

Microsoft Word | Adobe PDF | Google Docs

The key to creating a successful brand is to ensure that its dynamic, engaging qualities seamlessly help you build relationships with customers and potentially turn them into loyal, lifelong customers. A well-designed brand helps you control the impression you make and how much business you generate. Use this brand design brief template to help you get to know your customers, reexamine your organization’s purpose, and consider how best to create and present a brand that truly and effectively represents you and generates positive results. When creating a brand design, take the following into consideration: 

  • Who are the users of your products and services? 
  • What is the tone — i.e., the look and feel — of your desired brand? 
  • How do you want consumers to perceive your brand? 
  • How will your brand help distinguish you from competitors? 
  • How will your brand improve your company’s reputation? 
  • What do you ultimately hope to achieve with your brand? 

Use this one-of-a-kind brand design brief template to help account for all key brand-design components and associated business goals from your brainstorming stage. Then you can deliver your well-planned and dynamically designed brand to market quickly.


Brand Naming Brief Template

Brand Naming Brief Template

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There’s something to be said for brand simplicity. The most-recognized brands in the world easily distinguish themselves from their competitors, connect on an emotional level with customers, deliver on their promises, and exhibit a clear sense of purpose. This brand naming brief template offers rich, question-by-question steps to guide you through the process. Answer the big questions related to the purpose of your business, what you hope to convey with your brand, and how you’re superior to the competition — so that naming your brand is a breeze.


Brand Positioning Brief Template

Brand Positioning Brief Template

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Good brand positioning is a smart-looking logo and a catchy tagline, but great brand positioning exceeds expectations by defining a company’s offerings and creating a positive image that makes a lasting impression on a designated target market. Use this customizable brand positioning brief template to create an effective brand-positioning plan that captures your brand’s crucial strategic-positioning details. Whether you need to drill down into specifics about who your target audience is or how your brand can help reinforce your organization’s offerings, this brand positioning brief template captures brand-positioning details for the development and delivery of game-changing brands.


Brand Refresh Brief Template

Brand Refresh Brief Template

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Similar to a personal makeover, a brand refresh entails a reevaluation and overhaul of how the public perceives you and your brand. This brand refresh brief template is the key to reinvigorating your brand. Use the template to assist you in reevaluating key branding components, reassessing your target audience, and then creating effective rebranding objectives and related messaging.


Brand Research Brief Template

Brand Research Brief Template

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As with investing in customer research, performing in-depth brand analysis will eventually pay off exponentially. When you undertake user research, you have to bypass your own assumptions and truly listen to your customers’ experiences, needs, and wishes. The result is a stronger company that understands and can better serve its customers. When you conduct a deep dive into the effectiveness of your brand and how suitable it is for your target audience, you need an effective method to capture the details of that research. This brand research brief template is the perfect tool to ensure that your investment in investigating brand effectiveness produces well-reasoned and market-changing results.


Brand Logo Brief Template

Brand Logo Brief Template

Download Brand Logo Brief Template

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A logo is the visual representation of your brand, so it’s crucial to have one that serves as the connecting point between your organizations and your customers. Use this brand logo brief template to ensure that your logo proactively meets the needs and goals of your organization and target audience. This template’s unique Creative section provides ample space for you to develop your logo-related verbiage, tagline, imagery, desired design style, colors, and other visual considerations.


What Is a Brand Brief Template?

A brand brief template provides a framework to create or refresh your brand from the ground up. These templates include details about your brand profile, brand objective, target audience, brand attitude, brand messaging, and brand-related creative ideas.  

Your brand has a lot riding on it. It’s the key to how your target audience, strategic partners, and the public perceive your organization. Whether you’re looking for your brand to make a big splash in the marketplace or your primary branding focus is to instill lifelong customer loyalty, you want your branding efforts to result in stronger long-term customer relationships, as well as an increase in sales. A brand brief template can help ensure that you accurately and effectively capture brand-profile details, brand objectives, opportunities, tagline copy, and more.

The following branding components are crucial in a brand brief template:  

  • Brand Profile: Enter the details related to your organization’s brand profile (e.g., organization’s purpose, identify your customers, your company’s personality, competitors, etc.).  
  • Brand Objectives: Enter information pertaining to the objectives of your brand (e.g., what you hope to achieve, the primary image you want your brand to convey, how it can help you achieve your goals, your target audience, etc.).  
  • Brand Name: Enter brand-name ideas, or the final/agreed-upon name.  
  • Target Audience: Enter details about your target audience (e.g., who your brand speaks to, who you’re looking to engage with your products and services, etc.). 
  • Brand Attitude: Explain your brand’s desired or existing attitude (e.g., its tone and personality, what traits you’re trying to convey, what characteristics define it, etc.).  
  • Message: Add the primary sentiment you want your brand to instill, and what key idea you want your target audience to remember. 

Additionally, although brand brief templates differ, some may include the following important sections for further ensuring that your branding process includes all relevant details:  

  • Creative Details: Enter such details as brand verbiage, tagline, imagery, desired design style, colors and other visual considerations, etc. 
  • Design Budget: Add detailed financial projections for your branding project, including total amount, finance sources, and any money-related notes. 
  • Marketing Materials: Enter information about any required marketing pieces along with your brand’s strategic reach and desired outcomes.  
  • Brand Competitive Analysis: Provide competitor details, their brand-campaign messages, research findings, etc.  
  • Campaign Look and Feel: Describe the desired style of your brand campaign.  
  • Campaign Message: Enter details about your brand’s benefits for your target audience, including your brand’s values and the intended takeaways for your desired target audience. 

Whether you need to capture details on your brand research, logo, design, activation or identity for effective branding, the right brand brief template can help ensure that you address all applicable brand-related components.


Create Effective Brand Briefs with Smartsheet

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