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Brand Voice
Brand Guidelines
Brand Consistency
Brand Identity
Effective Branding
ARTICLE #128
Brand Brief: Why it matters and how to write a strong one
Brand Voice
Brand Guidelines
Brand Consistency
Brand Identity
Effective Branding
Brand Voice
Brand Guidelines
Brand Consistency
Brand Identity
Effective Branding
Written by:
7 min read
Updated on: October 28, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Ever felt like you are juggling flaming torches when it comes to branding—whether it’s a fresh start-up you are launching, a tired brand identity you are revamping, or a new logo you are dying to unveil? Before you lose yourself in mood boards and colour palettes, there’s one important step that often gets brushed aside: creating a well-thought-out brand brief.
It can be taken as the backstage pass to your entire branding show. A concise, powerful brand brief ensures your team—and anyone else you invite on board—knows exactly what your vision is, why it matters, and how you plan to bring it to life. From marketing materials to sales decks and everything in between, this document is your guiding light, helping you stay true to your purpose and values while wowing the public.
We have explained the basics of writing a memorable brand brief so you can capture who you are, what you stand for, and how you’ll communicate that to the world. And yes, we’ll throw in a few real-life examples to keep things practical (and interesting).
Ever felt like you are juggling flaming torches when it comes to branding—whether it’s a fresh start-up you are launching, a tired brand identity you are revamping, or a new logo you are dying to unveil? Before you lose yourself in mood boards and colour palettes, there’s one important step that often gets brushed aside: creating a well-thought-out brand brief.
It can be taken as the backstage pass to your entire branding show. A concise, powerful brand brief ensures your team—and anyone else you invite on board—knows exactly what your vision is, why it matters, and how you plan to bring it to life. From marketing materials to sales decks and everything in between, this document is your guiding light, helping you stay true to your purpose and values while wowing the public.
We have explained the basics of writing a memorable brand brief so you can capture who you are, what you stand for, and how you’ll communicate that to the world. And yes, we’ll throw in a few real-life examples to keep things practical (and interesting).
What is a brand brief?
What is a brand brief?
A brand brief lays out all the key details about what defines your brand and, crucially, what it does not. This might include your company’s goals, personality, and core principles. Some people refer to it as brand strategy guidelines or brand architecture—documents that help maintain consistent branding over time.
Including these finer points in your brief makes life easier for everyone, whether that’s an outside agency or your internal team. After all, if no one’s on the same page about visuals, tone, and messaging, your brand risks sounding (and looking) like it has multiple personalities.
A brand brief lays out all the key details about what defines your brand and, crucially, what it does not. This might include your company’s goals, personality, and core principles. Some people refer to it as brand strategy guidelines or brand architecture—documents that help maintain consistent branding over time.
Including these finer points in your brief makes life easier for everyone, whether that’s an outside agency or your internal team. After all, if no one’s on the same page about visuals, tone, and messaging, your brand risks sounding (and looking) like it has multiple personalities.
Key elements your brand brief should include
Think of your brand brief as a mini “all you need to know” guide. Below are the basics that you really shouldn’t skip.
1. Summary of the opportunity
Why is this branding project kicking off right now? What’s the main goal, and what responsibilities lie within—and outside—its scope? Also, explain who you’re targeting and what sets your business apart. If your brand is the biggest bargain in town or the eco-champion of your sector, mention it here.
2. Unique Selling Proposition (USP)
Why should anyone pick your products or services over a competitor’s? This is where you distil your brand’s competitive edge into a short, punchy statement that resonates with potential customers.
3. Mission statement
What value do you bring? Why should your audience care? A clear, concise mission statement captures the essence of your brand’s purpose. It doesn’t have to be fancy—just honest and meaningful.
4. Level of brand recognition
Where does your brand currently stand in the market? If you’re well-known in certain circles but virtually invisible elsewhere, say so. Your collaborators need to know if you’re a household name or a best-kept secret.
Think of your brand brief as a mini “all you need to know” guide. Below are the basics that you really shouldn’t skip.
1. Summary of the opportunity
Why is this branding project kicking off right now? What’s the main goal, and what responsibilities lie within—and outside—its scope? Also, explain who you’re targeting and what sets your business apart. If your brand is the biggest bargain in town or the eco-champion of your sector, mention it here.
2. Unique Selling Proposition (USP)
Why should anyone pick your products or services over a competitor’s? This is where you distil your brand’s competitive edge into a short, punchy statement that resonates with potential customers.
3. Mission statement
What value do you bring? Why should your audience care? A clear, concise mission statement captures the essence of your brand’s purpose. It doesn’t have to be fancy—just honest and meaningful.
4. Level of brand recognition
Where does your brand currently stand in the market? If you’re well-known in certain circles but virtually invisible elsewhere, say so. Your collaborators need to know if you’re a household name or a best-kept secret.
Brand brief vs creative brief
People often mix these up, but they serve different functions. A brand brief is a broad overview of the brand itself—what it is, where it’s going, and how it might grow. Think of it as your brand’s north star.
A creative brief, on the other hand, relates to a specific project or campaign. It spells out goals, tasks, and deadlines for that particular piece of work, all while referencing the brand brief as a guiding document. Essentially, a creative brief keeps a project’s deliverables aligned with the overarching brand strategy.
People often mix these up, but they serve different functions. A brand brief is a broad overview of the brand itself—what it is, where it’s going, and how it might grow. Think of it as your brand’s north star.
A creative brief, on the other hand, relates to a specific project or campaign. It spells out goals, tasks, and deadlines for that particular piece of work, all while referencing the brand brief as a guiding document. Essentially, a creative brief keeps a project’s deliverables aligned with the overarching brand strategy.
Why you need a brand brief
A detailed brand brief prevents other people from rewriting your story in ways you never intended. Below are six key perks of having one pinned down.
1. Smoother decision-making
When major brand elements are documented, it’s simpler (and faster) to decide on visual design updates, messaging shifts, and new marketing directions.
2. Enhances brand recognition
Making your messaging, visuals, and positioning consistent is the bedrock of brand awareness. A cohesive brand stands out far more than a haphazard one.
3. Improves customer understanding
By mapping out who you’re talking to, you’re better equipped to connect your product or service with genuine customer needs. A thoughtful brand brief ensures you speak the right language.
4. Keeps communication consistent
From your Facebook posts to that trade show banner, a brand brief minimises guesswork. Everyone works with the same reference points, so customers get a unified impression wherever they see you.
5. Strengthens collaboration
Cross-functional teams, freelancers, and agencies all benefit from a shared framework. When your designers, marketers, and PR people have the same anchor document, the entire process runs more smoothly.
6. Helps shape brand guidelines
Brand guidelines detail the visual and verbal identity. To create them effectively, you need absolute clarity on your brand’s core. That’s where a strong brand brief shines brightest.
A detailed brand brief prevents other people from rewriting your story in ways you never intended. Below are six key perks of having one pinned down.
1. Smoother decision-making
When major brand elements are documented, it’s simpler (and faster) to decide on visual design updates, messaging shifts, and new marketing directions.
2. Enhances brand recognition
Making your messaging, visuals, and positioning consistent is the bedrock of brand awareness. A cohesive brand stands out far more than a haphazard one.
3. Improves customer understanding
By mapping out who you’re talking to, you’re better equipped to connect your product or service with genuine customer needs. A thoughtful brand brief ensures you speak the right language.
4. Keeps communication consistent
From your Facebook posts to that trade show banner, a brand brief minimises guesswork. Everyone works with the same reference points, so customers get a unified impression wherever they see you.
5. Strengthens collaboration
Cross-functional teams, freelancers, and agencies all benefit from a shared framework. When your designers, marketers, and PR people have the same anchor document, the entire process runs more smoothly.
6. Helps shape brand guidelines
Brand guidelines detail the visual and verbal identity. To create them effectively, you need absolute clarity on your brand’s core. That’s where a strong brand brief shines brightest.
Writing a brand brief for an agency (or anyone else)
It’s one thing to see the value, but how do you actually craft this document? Here are a few tips.
1. Company overview
Start with an honest look at your business: what you do, who you serve, and why you exist. If someone asks, “So, what’s your company all about?” your brand brief should have that succinct answer ready to go.
2. Target market
A brand isn’t just a bunch of images and words—it’s how people perceive your business. So, you need to know exactly who you’re targeting. Start by examining who has already bought from you. Then, pinpoint the group that would benefit most from your solution. Ensure you’ve defined an audience large enough to sustain your business.
3. Brand promise
Once you know who’s paying attention, confirm what they can expect from your brand. This might be “the fastest delivery in town” or “customer service that actually listens.” Keep it short and make it credible.
4. Brand mission (and vision)
Your mission addresses the here and now: who, why, and what you do. Your vision looks at the bigger change you want to make in the world. LinkedIn, for instance, aims to create economic opportunities for every professional on the planet. It’s lofty, but it guides everything they do.
5. Value proposition
What’s the real reason people choose you over someone else? Is it affordability, high quality, or a unique customer experience? This part cements your brand’s standout factor.
6. Competitor analysis
You can’t outsmart your rivals if you don’t know who they are and what they’re good at. Add at least your top three competitors. Figure out what you do better—or differently. That knowledge can spark ideas you’ll never find by guessing.
7. Brand values
These are the principles you hold dear. Maybe you champion sustainability, or your culture revolves around bold creativity. Either way, it informs how you communicate, hire, and evolve.
8. Brand culture
Think of this as an inside-out perspective. When your internal team understands your culture, they become natural ambassadors. It also helps you attract the right talent—people who actually believe in what you do.
9. Brand voice and image
Are you funny and irreverent? Polished and refined? The voice you choose shapes how consumers feel about you. The same goes for your visuals: ensure they reflect who you are, not just what’s trendy. If you copy Apple’s minimalism without the substance to back it, you risk blending into a sea of dull whiteness.
It’s one thing to see the value, but how do you actually craft this document? Here are a few tips.
1. Company overview
Start with an honest look at your business: what you do, who you serve, and why you exist. If someone asks, “So, what’s your company all about?” your brand brief should have that succinct answer ready to go.
2. Target market
A brand isn’t just a bunch of images and words—it’s how people perceive your business. So, you need to know exactly who you’re targeting. Start by examining who has already bought from you. Then, pinpoint the group that would benefit most from your solution. Ensure you’ve defined an audience large enough to sustain your business.
3. Brand promise
Once you know who’s paying attention, confirm what they can expect from your brand. This might be “the fastest delivery in town” or “customer service that actually listens.” Keep it short and make it credible.
4. Brand mission (and vision)
Your mission addresses the here and now: who, why, and what you do. Your vision looks at the bigger change you want to make in the world. LinkedIn, for instance, aims to create economic opportunities for every professional on the planet. It’s lofty, but it guides everything they do.
5. Value proposition
What’s the real reason people choose you over someone else? Is it affordability, high quality, or a unique customer experience? This part cements your brand’s standout factor.
6. Competitor analysis
You can’t outsmart your rivals if you don’t know who they are and what they’re good at. Add at least your top three competitors. Figure out what you do better—or differently. That knowledge can spark ideas you’ll never find by guessing.
7. Brand values
These are the principles you hold dear. Maybe you champion sustainability, or your culture revolves around bold creativity. Either way, it informs how you communicate, hire, and evolve.
8. Brand culture
Think of this as an inside-out perspective. When your internal team understands your culture, they become natural ambassadors. It also helps you attract the right talent—people who actually believe in what you do.
9. Brand voice and image
Are you funny and irreverent? Polished and refined? The voice you choose shapes how consumers feel about you. The same goes for your visuals: ensure they reflect who you are, not just what’s trendy. If you copy Apple’s minimalism without the substance to back it, you risk blending into a sea of dull whiteness.
Real-life brand brief examples
Your brand brief clarifies vision, values, and purpose, ensuring consistent direction—even as you expand. Many small teams skip it because of time, but having one lays a solid foundation for future growth. Below are standout brand briefs worth exploring.
RNLI
The Royal National Lifeboat Institution (RNLI) saves lives at sea. While they vary their photography, the rest of their materials revolve around a signature style and tone: active, personal, and reliable. Simple, direct language underscores their down-to-earth brand personality.
Discord
Discord positions itself as “a million things,” captured by their slogan “Imagine a place.” That sense of open-ended fun is reflected in a friendly, often playful tone. Even missteps can be turned into moments of whimsical interaction—a deliberate choice, not an accident.
Cisco
Cisco’s ambitious mission is all about “bringing people together” through technology. Their brand documentation (running many pages) lays out exactly how each interaction, product, or communication should look and feel. That clarity helps keep Cisco’s global brand experience cohesive.
Your brand brief clarifies vision, values, and purpose, ensuring consistent direction—even as you expand. Many small teams skip it because of time, but having one lays a solid foundation for future growth. Below are standout brand briefs worth exploring.
RNLI
The Royal National Lifeboat Institution (RNLI) saves lives at sea. While they vary their photography, the rest of their materials revolve around a signature style and tone: active, personal, and reliable. Simple, direct language underscores their down-to-earth brand personality.
Discord
Discord positions itself as “a million things,” captured by their slogan “Imagine a place.” That sense of open-ended fun is reflected in a friendly, often playful tone. Even missteps can be turned into moments of whimsical interaction—a deliberate choice, not an accident.
Cisco
Cisco’s ambitious mission is all about “bringing people together” through technology. Their brand documentation (running many pages) lays out exactly how each interaction, product, or communication should look and feel. That clarity helps keep Cisco’s global brand experience cohesive.
Frequently Asked Questions
What does a good brief look like?
It should include an overview of the business, brand values, tone, target audience, and main goals. Brevity is fine as long as the important details are clear.
How to write a successful brief?
Summarise crucial traits: personality, voice, messaging, and competitive positioning. Keep it straightforward—just ensure you cover the fundamentals that any branding team would need.
Why is it so important for brands to create a strong image?
It builds trust, boosts sales, and potentially grows market share. It also unifies your employees under a shared identity, so you’re all moving in the same direction.
Final Thoughts
Now that your brand brief is ready don’t just tuck it away in a dusty folder. Share it for internal review because this isn’t a solo mission—it’s a collective effort that involves every department with a say in your company’s future. And remember, this isn’t carved in stone. As your business priorities shift, your brand brief should evolve right along with them. Keep track of each revision (so you’re not left wondering, “Wait, when did we decide to change our entire brand voice?”). Ultimately, a solid brand brief is the linchpin that ensures your creative team stays on-brand and aligned with your values, no matter what new twists appear on the horizon.
Frequently Asked Questions
What does a good brief look like?
It should include an overview of the business, brand values, tone, target audience, and main goals. Brevity is fine as long as the important details are clear.
How to write a successful brief?
Summarise crucial traits: personality, voice, messaging, and competitive positioning. Keep it straightforward—just ensure you cover the fundamentals that any branding team would need.
Why is it so important for brands to create a strong image?
It builds trust, boosts sales, and potentially grows market share. It also unifies your employees under a shared identity, so you’re all moving in the same direction.
Final Thoughts
Now that your brand brief is ready don’t just tuck it away in a dusty folder. Share it for internal review because this isn’t a solo mission—it’s a collective effort that involves every department with a say in your company’s future. And remember, this isn’t carved in stone. As your business priorities shift, your brand brief should evolve right along with them. Keep track of each revision (so you’re not left wondering, “Wait, when did we decide to change our entire brand voice?”). Ultimately, a solid brand brief is the linchpin that ensures your creative team stays on-brand and aligned with your values, no matter what new twists appear on the horizon.
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Work with us
Click to copy
work@for.co
FOR® Industries
We’re remote-first — with strategic global hubs
Click to copy
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hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®