Twelve sections to clarify your business, audience, positioning, voice and visual direction before a branding project. Adapt the prompts and share your answers with the team.
Copy the whole brief into a Google Doc, or print it. Answer every prompt honestly. Share it with your designer, agency, or AI tool of choice.
Where the business is today, and where it's trying to go in the next 12–24 months.
The one customer the brand is built for. Pick one.
Name them. Understand what makes them strong and where they're weak.
The one thing you commit to delivering, no matter what.
The single sentence that explains why you exist.
How the brand sounds. Be concrete.
Reference brands, not reference designs. What feeling should the visuals produce?
Critical for Saudi and MENA brands.
Every place the customer meets the brand.
Specific, measurable, 90 days from launch.
Things the brand must not do, touch, or say.
Who signs off. Who influences. Who executes.
Use your answers to explain the audience, scope and decisions your project needs. The brief is free to copy or print; no email signup is required.
