---
title: "The Eclipse Brand Brief Template"
url: https://www.eclipseagency.net/resources/brand-brief-template
language: en
publisher: Eclipse Agency
updated: 2026-10-08
---

# The Eclipse Brand Brief Template

## 01 Business Context

Where the business is today, and where it's trying to go in the next 12–24 months.

- What does the business actually do, in one plain sentence?
- What's the annual revenue range?
- What's the 24-month growth target?
- What's the single biggest bottleneck to hitting that target?

## 02 Target Customer

The one customer the brand is built for. Pick one.

- Who is the primary customer? Be specific — age, role, income, location, language.
- What do they currently use instead of you?
- What would they say is the most annoying thing about that alternative?
- What's the real moment they'd decide to switch?

## 03 Competitors

Name them. Understand what makes them strong and where they're weak.

- Who are the 3 most real competitors for your target customer's attention?
- What is each of them objectively better at than you?
- Where do they consistently frustrate customers?
- What's the position in the market no competitor currently owns?

## 04 Brand Promise

The one thing you commit to delivering, no matter what.

- Complete the sentence: "We will always ___ for our customers."
- What are you willing to sacrifice in order to keep that promise?
- If a customer felt you broke the promise, what would that look like?

## 05 Positioning Statement

The single sentence that explains why you exist.

- For [target customer] who [struggle/goal], [your brand] is the [category] that [distinctive benefit] unlike [alternative].
- Stress-test: would a competitor feel comfortable saying the same sentence? If yes, sharpen it.

## 06 Voice and Personality

How the brand sounds. Be concrete.

- If the brand were a person, how would they talk at a dinner with new friends?
- List 3 adjectives that describe the voice and 3 adjectives that definitely don't.
- Formal or casual? Playful or serious? Humble or confident? Arabic register: formal, colloquial, or mixed?

## 07 Visual Direction

Reference brands, not reference designs. What feeling should the visuals produce?

- Name 3 brands (any industry) whose visual feel you admire, and why.
- Name 3 brands whose visual feel you specifically do NOT want to resemble.
- Is the intended feel more editorial, technical, organic, premium, youthful, established, experimental?

## 08 Language Strategy

Critical for Saudi and MENA brands.

- Is the primary audience Arabic-first, English-first, or bilingual?
- If Arabic: which dialect register — Fus-ha, Saudi dialect, pan-Gulf, or casual Khaleeji?
- Is the brand name the same in both languages, or does it adapt?

## 09 Customer Experience Touchpoints

Every place the customer meets the brand.

- List every real touchpoint, from discovery to post-purchase: ads, website, social, booking, payment, delivery, service, follow-up.
- For each, note: does it currently reinforce the brand or contradict it?
- Which 3 touchpoints, if fixed, would most change how customers feel about you?

## 10 What Success Looks Like

Specific, measurable, 90 days from launch.

- Business metric: revenue, conversion rate, CAC, retention?
- Brand metric: unaided recall, perception shift, NPS?
- Timeline: when do we measure? By whom?

## 11 Constraints and Non-Negotiables

Things the brand must not do, touch, or say.

- Category words or images that are off-limits (religious, political, regional).
- Existing brand elements that must be preserved (for legal, historical, or cultural reasons).
- Timeline hard stops (product launch, event, season).
- Budget ceiling.

## 12 Decision Maker & Stakeholders

Who signs off. Who influences. Who executes.

- Who has final sign-off on brand direction?
- Who else must be aligned before decisions are made?
- Who on the client side will own rollout and governance after launch?
- What's the escalation path if a decision is blocked?

## Next step

[Discuss your branding project](https://www.eclipseagency.net/contact?service=branding)