Client/Brand:
[Type over to complete]
Date:
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Project:
[Type over to complete]
Job no:
[Type over to complete]
Brief writer:
[Type over to complete]
Budget:
[Type over to complete]
Objective/goal
Branding brief
[What exactly is your objective/goal with this brief? ]
[What are the critical success factors?]
[What will success look like? How will you know that it's been achieved?]
[Will there be both qualitative and quantitative measurement?]
Positioning – Write down your company’s elevator pitch
Branding brief
Be clear what problem you solve, why it is a problem, and who has this problem.
Then fill in the gaps, below, to create your pitch:
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2.
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It’s been created for ............................ (your demographic type/audience segment/target user/customer)
who............................ (state their need/their problem).
The............................ (name of your product/service)
is a............................ (the kind of product/service it is)
that............................ (a statement of its key benefit. The reason why your audience needs it/will buy it).
Unlike ........................(your primary competitor/alternative to your product/service)
we ............................ (say what differentiates you from the alternatives/your existing competition).
Current/desired positioning/brand image
Branding brief
[1. What is the Brand's current and desired positioning?] [It's Brand Promise? It's personality?]
[For example, Mercedes might be positioned as the best-engineered car in the world.]
[2. What is the Brand's current and desired brand image?]
[Mercedes Brand image might be 'superiority of craftmanship and safety down to the smallest detail']
Target audience
Branding brief
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[What relevant insight do you have on the primary audience?] [What has research told you?]
[What makes them tick? What problems do they have? (related to the brand/product/service or not).]
[What is the age grouping, demographics, geodemographics, likes/dislikes, etc?]
[Be as specific as possible about each audience. Be as three-dimensional and as interesting as possible.]
Competitors
Branding brief
[How do they differentiate themselves? ]
[What is their brand positioning? Brand Promise? Brand personality? Brand print? Brand identity? Etc, Etc.]
Company values
Branding brief
[List the brand's/company's most important values to its customers. ]
[What makes the company different/better than its competitors? ]
[Can you substantiate these differentiators? ]
Brand promotion
Branding brief
[How will the brand be promoted - internally - externally? ]
[Are there any mandatory inclusions or limitations? ]
Budget
Timings:
[What's the budget for this job?]
[What are ALL the critical dates?]
[Break it down into (production, fees, media, etc]
[Does it include 3rd party costs?]
APPROVAL
Name
Date
Name
Date
The Chartered Institute of Marketing
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