The briefing is your starting point for gathering the foundational insights that will shape your brand identity. Think of it as a treasure map, gathering essential details about your brand's purpose, target audience, and goals.
Key Topics
- Understanding the company’s mission, vision, and values
- Identifying the target audience and unique product features
- Style and design preferences, including colors and inspirations
- Common brand applications
Briefing Questions
GATHER INFORMATION FROM THE CLIENT:
- About the Company:
- What's the story behind your company?
- What are your mission and vision?
- What values drive your business?
- Products or Services:
- What do you offer, and what makes it special?
- Any unique features or benefits?
- Target Audience:
- Who are your customers?
- What are their likes, dislikes, and needs?
- Current Challenges:
- What's not working with your current branding (if any)?
- What problems are you hoping to solve?
STYLE + INSPIRATION:
Design Preferences:
- Any preferred colors or colors to avoid?
- Fonts they love or hate?
- Styles they admire (modern, vintage, minimalistic)?
Inspirational Brands:
- Are there brands they look up to?
- What elements from those brands appeal to them?
Tools to Use:
- Pinterest Boards: Create a shared board to collect visual inspiration.
- Mood Boards: Assemble images, textures, and colors that capture the desired essence.
BRAND USAGE:
- Digital Platforms:
- Websites
- Social media profiles
- Email newsletters
- Print Materials:
- Business cards
- Brochures
- Packaging
- Physical Spaces:
- Signage
- Uniforms
- Vehicles
Pro Tip: Listen actively! Sometimes the most valuable insights come from casual remarks. Encourage the client to share stories about their business journey.
Exercise
Practice creating a brand briefing document based on a fictional company. Pay attention to detail, especially in identifying unique brand values and style preferences.