BRAND IDENTITY DESIGN
BRIEF EXAMPLE TEMPLATE

CREATIVE OVERVIEW
BRAND IDENTITY DESIGN BRIEF TITLE	Brand Brief for Positive Charge
CLIENT NAME	Positive Charge
CONTACT INFO	NAME	Jane Wendell
PHONE	555-123-9876
EMAIL	jane@positivecharge.com
MAILING ADDRESS	Positive Charge 7898 59th St., Ste Bothell, WA 98011
BRAND DESIGN BUDGET	AMOUNT	$50000 $20,000.00 for follow-up brand refinement (post-test market)
Detailed financial projections
FINANCE SOURCES	Bank of California
NOTES	The client will provide us with a statement of work (SOW) to be signed by December 1.
BRAND IDENTITY DESIGN OVERVIEW Brand summary, research sources and findings	The client wants their brand to speak to environmentally concerned drivers and non-drivers as well as anyone who wants the convenience that the EV market has to offer. The brand should speak to existing and potential EV users/drivers.
BRAND IDENTITY DESIGN OBJECTIVES Detailed goals, desired outcomes, and measurable objectives	The client's EV charging stations provide a response to the relative scarcity of such stations. With an increase in EV charging stations, EV drivers/users will have more charging options. The prevalence of EV charging stations will also entice non-EV users/drivers to switch to EV vehicles, creating the following benefits: allowing for cleaner air; lowering the carbon footprint; lowering the cost of driving in communities; serving as a model for other forms of clean transportation; and helping communities achieve climate-change goals. The brand should speak to environmentally concerned drivers and non-drivers as well as anyone who wants the convenience that the EV market has to offer.
BRAND MARKETING GUIDELINES Detailed approval process for all pieces, style guides, links to existing branding standards	The brand should speak to environmentally concerned drivers and non-drivers as well as anyone who wants the convenience that the EV market has to offer.
BRAND MARKETING MATERIALS Describe the pieces required along with the strategic reach and the desired outcome	COPY	(See Creative's design-detail spec [attached] for details)
PRINT ADS	(See Creative's design-detail spec [attached] for details)
DISPLAY ADS	(See Creative's design-detail spec [attached] for details)
SIGNAGE / BANNERS	(See Creative's design-detail spec [attached] for details)
EVENT / PROMO PIECES	(See Creative's design-detail spec [attached] for details)
WEBSITE	(See Creative's design-detail spec [attached] for details)
SOCIAL MEDIA	(See Creative's design-detail spec [attached] for details}
OTHER	(See Creative's design-detail spec [attached] for details)
TARGET AUDIENCE The who, what, when, and where of the target customer base	PRIMARY DEMOGRAPHIC	The target audience includes environmentally, socially, and economically conscientious existing and potential EV users/drivers.
SECONDARY DEMOGRAPHIC	Our secondary target audience includes chain stores and franchisees looking to incorporate EV charging stations into their parking lots.
CALL TO ACTION Detail the desired reaction of the target audience	"Positive Charge wants you to help us change the world -- for the better. "
BRAND CAMPAIGN LOOK AND FEEL Describe the desired style of the campaign	It should instill a sense of friendliness, reliability, environmental soundness, and approachability.
CAMPAIGN MESSAGE Define key benefits of product, describe its value, and desired target audience take away	The brand should impart the following messages: making a positive difference environmentally; offering social and economic soundness; and instilling a forward-thinking feeling in existing and potential customers.
COMPETITIVE ANALYSIS Describe competitors, their campaign messages, research findings, and supporting information - list any document attachments	Analysis finds that the client's EV charging stations are more cost effective, easier to install, and more environmentally sound than their competitors' stations. The client’s EV charging stations are also readily available.
IMAGE REQUIREMENTS List needed imagery and projected sources	GRAPHICS	(See Creative's design-detail spec [attached] for details)
PHOTOGRAPHY	(See Creative's design-detail spec [attached] for details)
MULTIMEDIA	(See Creative's design-detail spec [attached] for details)
SCHEDULE	PROJECTED TIMELINE	We should have the new client branding within six months of signing the contract / SOW.
IMPORTANT DATES / DEADLINES	The client would like their new brand available for the holidays (early November).
OTHER Include any other critical information
COMMENTS AND APPROVAL
CLIENT CONTACT NAME & TITLE
Jane Wendell, CMO, Positive Charge
COMMENTS
Primarily, the client wants their brand to positively affect their audience/customers by helping them remember that having completely free EV charging stations in as many locations as possible will achieve the following results: allow for cleaner air; lower the carbon footprint; lower the cost of driving in communities; serve as a model for other forms of clean transportation; and help communities achieve climate-change goals.
DATE	SIGNATURE

DISCLAIMER Any articles, templates, or information provided by Smartsheet on the website are for reference only. While we strive to keep the information up to date and correct, we make no representations or warranties of any kind, express or implied, about the completeness, accuracy, reliability, suitability, or availability with respect to the website or the information, articles, templates, or related graphics contained on the website. Any reliance you place on such information is therefore strictly at your own risk.