BRAND BRIEF TEMPLATE

BRAND PROFILE

What's the name of your organization?
Why is it named that?
As an organization, who are you?
What is your organization's purpose?
What do you do as a company?
Who are your customers?
Where are your customers located?
How do you want to be perceived in the marketplace?
What's your organization's personality?
Who are your competitors?
What distinguishes you from your competitors?
What is it that makes you better than your competitors?

BRAND OBJECTIVE

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"?
How do you think that your branding can help reinforce your organization's offerings?

BRAND NAME

BRAND NAME
CLIENT CONTACT NAME
PHONE
EMAIL
MAILING ADDRESS

AUTHOR	DATE

PURPOSE | Why?
OPPORTUNITY | Ultimate impact?
TARGET AUDIENCE
BRAND TARGET | Who does the brand speak to?

ATTITUDE
BRAND TONE | What traits are we trying to convey?
BRAND PERSONALITY | What characteristics define the brand?
MESSAGE
THE TAKEAWAY | What is the key idea to be remembered?
TAGLINE | prepared copy, key words, or theme
FURTHERMORE
Include any additional critical information.
COMMENTS AND APPROVAL
COMMENTS
DATE	SIGNATURE

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