Why your brand brief matters and how to write a strong one

January 13, 2023
3 min read
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In the world of branding, clarity is key. It's like having a roadmap for a road trip - without a clear destination in mind, you're bound to get lost along the way. And just like a road trip, your branding journey is a collaboration between you and your agency. Good communication and alignment are crucial right from the start, and that's where a strong brand brief comes in.

A brand brief is the foundation of a successful branding project, and it's your chance to set the tone for the entire journey. It's where you articulate your vision, your values, and what makes your brand unique. It's where you set the stage for the creation of a solid strategy and memorable identity that will connect with your target audience and help you achieve your business goals.

Crafting a comprehensive brand brief can prove difficult, particularly for businesses in their early stages. With this short guide, we aim to clarify the purpose of a brand brief, its significance, and how to create one that effectively communicates your brand vision. By taking the time to create a strong brief, you set the foundation for a successful collaboration that is fully aligned with your goals.

What is an agency brand brief?

A brand brief is a document that outlines the identity and direction of your company. It serves as a comprehensive guide for us, allowing us to understand your business and create a strategy that aligns with your goals and vision. The brief should be clear, concise, and easy to follow, and it should communicate everything we need to know about your company to get started.

The must-haves in your brand brief

Your brand brief should give us a clear idea about who you are and what makes you stand out. Include the following information:

  • A summary of the opportunity — what made you consider starting this project right now?
  • A clear description of what we will be responsible for
  • An understanding of what we won't be responsible for
  • Information about your target audience and market
  • A summary of what makes your company unique, including your USP (Unique Selling Proposition). This is critical to your brand brief, as it helps us understand why someone should choose your business over others. Your mission statement should be clear and concise, answering questions such as "Why should I buy from you?" and "What value do you bring to our relationship?"
  • A clear understanding of your brand's current level of recognition within your market. It's important for us to understand who knows about your company, how well-known it is, and whether it is a household name or still needs more exposure.

Tips for a clear and concise brief

When writing your brief, it's important to be as clear as possible about what you want from us. To ensure that your brief is effective, consider the following tips:

  • Use bullet points and bold text to make it easy to read
  • Be specific with your requirements (i.e., "I want to convey this feeling...", "I need these specific deliverables..." or "I need three different options to test")
  • Provide examples of other brands that have achieved what you're looking for or something similar

Embrace surprises and fresh ideas

A strong brief can mean the difference between a successful branding project and one that falls short. But it is just the beginning of our collaboration. While it serves as a foundation for our work, it should not be so rigid that it limits our ability to come up with new ideas or solutions. We're here to bring our expertise to the table and help you achieve your branding goals. So, be prepared for some surprises — we may have some great ideas that aren't covered by your brief, but that could still benefit your business.

So, there you have it! Everything you need to know about crafting a strong brand brief that will get you the results you want. Now it's time for you to take the reins and get to work. And once you're done, send it our way →

We can't wait to dive in and start turning your vision into a reality!

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