A Branding brief

Client/Brand: Project: Brief writer: [Type over to complete] [Type over to complete] [Type over to complete] Date: Job no: Budg et: 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?] [Type over to complete] [Type over to complete] [Type over to complete]

Positioning Write down your companys 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: 1. Its been created for ............................ (your demographic type/audience segment/target user/customer) 2. who............................ (state their need/their problem). 3. The............................ (name of your product/service) 4. is a............................ (the kind of product/service it is) 5. that............................ (a statement of its key benefit. The reason why your audience needs it/will buy it). 6. Unlike ........................(your primary competitor/alternative to your product/service) 7. we ............................ (say what differentiates you from the alternatives/your existing competition). Current/desired positioning/brand image Branding brief

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[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 [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 [What's the budget for this job?] [Break it down into (production, fees, media, etc] [Does it include 3rd party costs?] Timings: [What are ALL the critical dates?]

The Chartered Institute of Marketing 2

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The Chartered Institute of Marketing 3