Branding – How To Write The Perfect Brief

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branding guide

What is a brief?

A brief is a document outlining who your company is and what you are looking for in a potential branding project. It helps the designer understand your needs and allows them to create a custom proposal including projected budgets and timelines for your branding project. To make sure that these estimates are accurate and helpful to you, it is worth spending some time to write a good brief.

What to include?

Company basics

Your company now

Goals for the future

Practical details

In this guide, we take you through each of the four components and give you specific questions to answer for each one. We also explain why each question is helpful and deserves a spot in your brief.

Download our brief template


1. Start with the company basics

This information sets the scene for a designer. You want them to understand the business so they can envision a direction for the brand. The following questions will help the designer place your company in the context of your competition and understand who the brand needs to appeal to.


– Why did you start the company and what problem are you solving?

– Who are your customers? Are they your ideal customers or would you like to reach new people?

– Who works in your company?

– What are your core values (use a few keywords)

2. Your company now

This will help the designer get a feeling for the type of company image you want to put forward. If you are rebranding your business or expanding it from a logo to a full brand, these questions will help distinguish the parts that are working from the parts that need to be redesigned. If you are just starting out, think about the way you want people to see your business.


– Why did you decide to create a new brand?

– Do you have a logo and/or brand guidelines?

– What is working and what needs changing?

– Are you looking for a rebrand or would you like to start from scratch?

– Which companies do you admire and why?

– Which companies do you think have poor branding?

packaging, design brief, branding

 3. What are your goals for the future?

This section is all about looking forward to understand how the brand will be applied. If you are a small local store, your brand has different needs compared to a company that wishes to open stores in multiple countries. It also helps explain the scope of the project such as how the brand will be applied. You can see it as the toolkit needed to make the brand successful.


– Where will your brand and logo be seen? E.g. website, packaging, online promotions etc.

–  How will your business change? Will you have different products, more offices etc?

– Are you staying in your existing market or will you expand internationally?

4. The practical details

Last but not least, the practical details are really important to make sure the project runs smoothly. The contact person is especially important if you have a group of people making the decisions. It is important that the same people who attend the designer meetings are the decision makers to avoid confusion and miscommunication. If you are not sure about any of the questions below, consider giving a range or state clearly that it is up to the designer to give a suggestion.


– Timeline

– Budget

– Contact person

For more tips and a peek at the steps in a typical design process, check out our branding help page here.


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