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Brand Voice
Brand Guidelines
Brand Consistency
Brand Identity
ARTICLE #128
Brand Brief: Why it matters and how to write a strong one
Brand Voice
Brand Guidelines
Brand Consistency
Brand Identity
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
Launching a startup, refreshing a faded brand identity, or on the hunt for a stunning new logo? The very first move shouldn’t be an all-nighter with mood boards and color swatches—it’s creating a solid brand brief. This upfront document is like the compass pointing everyone in the right direction, ensuring that creative teams, marketing gurus, and sales folks all share the same vision before a single pixel is designed.
A solid brand brief isn’t just paperwork; it’s the bedrock of every public-facing element your company puts out. It captures core values, clarifies your brand’s distinct advantages, and sets the stage for how you’ll communicate your story. Let’s find out how to build a powerful brand brief that nails your goals, conveys your essence, and keeps your team aligned, complete with real-world examples to spark inspiration.
Launching a startup, refreshing a faded brand identity, or on the hunt for a stunning new logo? The very first move shouldn’t be an all-nighter with mood boards and color swatches—it’s creating a solid brand brief. This upfront document is like the compass pointing everyone in the right direction, ensuring that creative teams, marketing gurus, and sales folks all share the same vision before a single pixel is designed.
A solid brand brief isn’t just paperwork; it’s the bedrock of every public-facing element your company puts out. It captures core values, clarifies your brand’s distinct advantages, and sets the stage for how you’ll communicate your story. Let’s find out how to build a powerful brand brief that nails your goals, conveys your essence, and keeps your team aligned, complete with real-world examples to spark inspiration.
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
Consider a brand brief like a cheat sheet that sums up everything collaborators need to know—without drowning them in fluff. Getting it right can save you from a mountain of second-guessing and misalignment down the road.
1. Summary of the opportunity
It’s not every day you kick off a branding project, so why now? Spell out the main objective, the scope of work, and any big “no-go” areas. This is also the spot to clarify who you are aiming to reach and why your business stands out. If you are the neighborhood’s best bargain or a planet-loving champion in your field, don’t bury that lead—shout it from the rooftop here. People often skip this part, assuming “everyone knows,” but trust me, not everyone does.
Mention any trends or changes in the market that make this the right time to revamp or launch a brand initiative. Maybe new competitors are heating up the space, or perhaps customers have shown interest in something you haven’t tapped yet. Paint a picture of what’s triggering this project so everyone is on the same page.
2. Unique Selling Proposition (USP)
Why pick you over that rival down the street (or on the other side of the internet)? The USP zeroes in on your competitive edge, boiled down to a quick, memorable statement. It could be your unrivaled expertise, your unbeatable pricing, or that quirky personal touch customers can’t find anywhere else. Think of it like an elevator pitch’s cooler cousin: short, direct, and impossible to ignore. Try running your USP by a few folks who have no idea what you do. If they get it instantly, you are likely on the right track. If they scratch their heads, keep refining until it’s crystal clear.
3. Mission statement
Where does your brand deliver real value? A solid mission statement explains why you exist and why it matters to your target audience. No need for fancy words—just aim for clarity and sincerity. This isn’t the place to wax poetic about “reshaping global paradigms.” Instead, focus on what you are trying to achieve or solve and why potential customers should care. Many brands miss the mark by turning the mission statement into corporate jargon. Keep it simple. Think of the best friend who asks, “What are you really trying to do here?” and answer them straight.
4. Level of brand recognition
Time for a quick reality check: are you a household name or a hidden gem waiting to be discovered? If most people know your brand in your local community but you are invisible outside it, say so. Collaborators need an honest snapshot of your brand’s current standing—both strengths and blind spots. If certain groups adore you while others have never heard of you, highlight that. You might be famous among tech aficionados, but a complete unknown to family shoppers. Context matters when shaping a brand strategy, especially if you are aiming to expand into new markets or demographics.
Consider a brand brief like a cheat sheet that sums up everything collaborators need to know—without drowning them in fluff. Getting it right can save you from a mountain of second-guessing and misalignment down the road.
1. Summary of the opportunity
It’s not every day you kick off a branding project, so why now? Spell out the main objective, the scope of work, and any big “no-go” areas. This is also the spot to clarify who you are aiming to reach and why your business stands out. If you are the neighborhood’s best bargain or a planet-loving champion in your field, don’t bury that lead—shout it from the rooftop here. People often skip this part, assuming “everyone knows,” but trust me, not everyone does.
Mention any trends or changes in the market that make this the right time to revamp or launch a brand initiative. Maybe new competitors are heating up the space, or perhaps customers have shown interest in something you haven’t tapped yet. Paint a picture of what’s triggering this project so everyone is on the same page.
2. Unique Selling Proposition (USP)
Why pick you over that rival down the street (or on the other side of the internet)? The USP zeroes in on your competitive edge, boiled down to a quick, memorable statement. It could be your unrivaled expertise, your unbeatable pricing, or that quirky personal touch customers can’t find anywhere else. Think of it like an elevator pitch’s cooler cousin: short, direct, and impossible to ignore. Try running your USP by a few folks who have no idea what you do. If they get it instantly, you are likely on the right track. If they scratch their heads, keep refining until it’s crystal clear.
3. Mission statement
Where does your brand deliver real value? A solid mission statement explains why you exist and why it matters to your target audience. No need for fancy words—just aim for clarity and sincerity. This isn’t the place to wax poetic about “reshaping global paradigms.” Instead, focus on what you are trying to achieve or solve and why potential customers should care. Many brands miss the mark by turning the mission statement into corporate jargon. Keep it simple. Think of the best friend who asks, “What are you really trying to do here?” and answer them straight.
4. Level of brand recognition
Time for a quick reality check: are you a household name or a hidden gem waiting to be discovered? If most people know your brand in your local community but you are invisible outside it, say so. Collaborators need an honest snapshot of your brand’s current standing—both strengths and blind spots. If certain groups adore you while others have never heard of you, highlight that. You might be famous among tech aficionados, but a complete unknown to family shoppers. Context matters when shaping a brand strategy, especially if you are aiming to expand into new markets or demographics.
Brand brief vs creative brief
Consider a brand brief as the master blueprint for how a brand looks, feels, and behaves. It digs into everything from your brand’s core purpose and future ambitions to the specific values you want people to associate with your name. This is where you lay out the fundamentals that guide every aspect of brand expression, be it the choice of logo, tone of voice, or even the vibe of your social media posts. If you are aiming for a warm, friendly, eco-conscious image, the brand brief makes that crystal clear so everyone involved understands the heart and soul of what your brand stands for.
A creative brief is more like a project roadmap, which focuses on a single campaign, product launch, or specific marketing effort. It spells out goals, tasks, and the key elements the creative team needs to get the job done. It can include deliverables, timelines, target audiences, and metrics for success. It should reflect the larger vision found in the brand brief, but it doesn’t need to restate the entire brand philosophy—just the parts that help shape this particular endeavor.
Consider a brand brief as the master blueprint for how a brand looks, feels, and behaves. It digs into everything from your brand’s core purpose and future ambitions to the specific values you want people to associate with your name. This is where you lay out the fundamentals that guide every aspect of brand expression, be it the choice of logo, tone of voice, or even the vibe of your social media posts. If you are aiming for a warm, friendly, eco-conscious image, the brand brief makes that crystal clear so everyone involved understands the heart and soul of what your brand stands for.
A creative brief is more like a project roadmap, which focuses on a single campaign, product launch, or specific marketing effort. It spells out goals, tasks, and the key elements the creative team needs to get the job done. It can include deliverables, timelines, target audiences, and metrics for success. It should reflect the larger vision found in the brand brief, but it doesn’t need to restate the entire brand philosophy—just the parts that help shape this particular endeavor.
Why you need a brand brief
A brand brief is more than just another marketing document—it’s the backbone that holds your brand story together. By spelling out who you are and where you want to go, this brief stops everyone (colleagues, stakeholders, and even freelancers) from randomly guessing what the brand stands for. Below are a few ways a solid brand brief can make your life easier and your brand stronger.
1. Smoother decision-making
Suppose you are about to launch a new campaign or tweak your website design, but half the team thinks it should be formal while the other half wants something playful. A brand brief clears up these debates. It lays out the essential elements of your brand like tone, core messaging, and visual style so everyone knows the direction to take. Instead of waffling, teams can make choices that align with documented guidelines, speeding up the workflow and reducing guesswork.
2. Enhances brand recognition
A well-structured brand brief outlines everything from colour palettes to the tone of your messaging, so your branding doesn’t feel scattered across platforms. Over time, customers begin to spot and remember these consistent elements. Consider it as a signature style that sets you apart in a crowd of competitors.
3. Improves customer understanding
Ever tried appealing to “everyone” and ended up resonating with no one? Creating a brand brief usually involves digging into who your customers are, what they care about, and how your brand fits into their world. This research then guides your marketing strategies to hit the right notes with your target market. If you know your audience loves eco-friendly products and witty social posts, your brand brief becomes the game plan for delivering exactly that.
4. Keeps communication consistent
Inconsistency can kill a brand’s credibility. Imagine using a relaxed, casual tone on social media but switching to a super-formal style in email newsletters. Audiences get confused fast. A brand brief ties all these elements together, preventing weird mismatches. Marketers, writers, and designers should all reference it to confirm they are on the same page when rolling out new ads or social posts.
5. Strengthens collaboration
Cross-functional teams often come with different vocabularies, methods, and creative angles. A brand brief acts like a universal translator, which gives everyone a common language to work from. If you want to deal with a digital agency, an in-house graphic designer, or a PR team, a clear brand brief will cut through confusion and set the tone for fruitful partnerships.
6. Helps shape brand guidelines
Brand guidelines can be as simple or detailed as you want. They cover everything from logos to fonts, color palettes, and even brand personality. But to build these guidelines in an effective way, you need a firm grasp of your brand’s fundamentals. That’s where the brand brief shines. It’s a handy source document that maps out the heart and soul of your brand, making it much easier to develop practical, consistent guidelines.
A brand brief is more than just another marketing document—it’s the backbone that holds your brand story together. By spelling out who you are and where you want to go, this brief stops everyone (colleagues, stakeholders, and even freelancers) from randomly guessing what the brand stands for. Below are a few ways a solid brand brief can make your life easier and your brand stronger.
1. Smoother decision-making
Suppose you are about to launch a new campaign or tweak your website design, but half the team thinks it should be formal while the other half wants something playful. A brand brief clears up these debates. It lays out the essential elements of your brand like tone, core messaging, and visual style so everyone knows the direction to take. Instead of waffling, teams can make choices that align with documented guidelines, speeding up the workflow and reducing guesswork.
2. Enhances brand recognition
A well-structured brand brief outlines everything from colour palettes to the tone of your messaging, so your branding doesn’t feel scattered across platforms. Over time, customers begin to spot and remember these consistent elements. Consider it as a signature style that sets you apart in a crowd of competitors.
3. Improves customer understanding
Ever tried appealing to “everyone” and ended up resonating with no one? Creating a brand brief usually involves digging into who your customers are, what they care about, and how your brand fits into their world. This research then guides your marketing strategies to hit the right notes with your target market. If you know your audience loves eco-friendly products and witty social posts, your brand brief becomes the game plan for delivering exactly that.
4. Keeps communication consistent
Inconsistency can kill a brand’s credibility. Imagine using a relaxed, casual tone on social media but switching to a super-formal style in email newsletters. Audiences get confused fast. A brand brief ties all these elements together, preventing weird mismatches. Marketers, writers, and designers should all reference it to confirm they are on the same page when rolling out new ads or social posts.
5. Strengthens collaboration
Cross-functional teams often come with different vocabularies, methods, and creative angles. A brand brief acts like a universal translator, which gives everyone a common language to work from. If you want to deal with a digital agency, an in-house graphic designer, or a PR team, a clear brand brief will cut through confusion and set the tone for fruitful partnerships.
6. Helps shape brand guidelines
Brand guidelines can be as simple or detailed as you want. They cover everything from logos to fonts, color palettes, and even brand personality. But to build these guidelines in an effective way, you need a firm grasp of your brand’s fundamentals. That’s where the brand brief shines. It’s a handy source document that maps out the heart and soul of your brand, making it much easier to develop practical, consistent guidelines.
Writing a brand brief for an agency (or anyone else)
Putting together a brand brief is a process that demands clarity, honesty, and a solid sense of direction—especially if you are partnering with an agency. Consider it as creating the “master guide” for how your brand should look, sound, and act, so nobody’s left guessing.
1. Company overview
Start with a clear picture of your brand’s reason for being. This is where you answer questions like “What do you actually do?” and “Who do you serve?” Go beyond a one-liner, and throw in the story or inspiration behind your business. That way, anyone reading immediately grasps the heart and soul of what you offer. If your brand has a quirky origin story—maybe you started from a garage or you pivoted from making cat toys to VR headsets—don’t hold back. Those details lend personality and help collaborators see what makes your brand different.
2. Target market
A brand is more than words, colours, and logos; it’s how people perceive everything about your business. Knowing the folks who’ll benefit most from your products or services is a must. If you haven’t locked in on a target audience, check who’s already buying your stuff—or who you originally pictured when your “lightbulb moment” happened.
Current audience: Who’s actually paying for your products now? Look for patterns in demographics or interests.
Who needs your solution? Dive deeper into which segments might find your features irresistible.
Future plans: Think about where you’d like to grow next. Maybe there’s an untapped market you’ve been eyeing.
A target demographic has to be substantial enough to sustain your business. Selling elite caviar ice cream to a very narrow sliver of foodies might sound cool, but can it pay the bills in the long run?
3. Brand promise
Customers want to know exactly what they are signing up for. Your brand promise is that simple, catchy phrase that tells them what they’ll get—whether it’s “fast delivery, every time” or “no chocolate mess,” in the case of M&M’s. The idea is to pinpoint the most pressing problem your brand solves and commit to addressing it. Jot down all the reasons people choose your brand. Is it the quality, the convenience, or the fact that you rescue them from some hassle they loathe? Filter those points into a clear, compelling promise that sticks in the mind.
4. Brand mission (and vision)
Now it’s time to explore the “why” behind your brand. What gets you out of bed every morning? Your mission is the here-and-now driving force, while your vision is how you hope to shape the world in the future. LinkedIn, for instance, aims to connect professionals worldwide (mission), with the vision of creating economic opportunity for every member of the global workforce. Your mission doesn’t have to sound like it’s ready for a motivational poster. Just keep it authentic. If you are aiming to bring eco-friendly products to people on a budget, say it plainly.
5. Value proposition
Your value proposition sets you apart from the competition. It answers the big “Why you?” question. Are your products cheaper, better quality, or more user-friendly? Do you cater to hidden needs consumers don’t even realise they have? The answers form your unique selling proposition. Questions you should ask include:
How do your offerings differ from others in the market?
Are you saving customers time, money, or headaches?
What emotional drivers are at play? (e.g., status, security, convenience)
Try to sum this up in a statement that would make sense to someone who knows nothing about your industry. Clarity trumps buzzwords every time.
6. Competitor analysis
Spying on your competition can be eye-opening—and it’s not as shady as it sounds. Identify at least your top three rivals and note what they are doing well or where they are failing. Maybe you are offering something they can’t replicate, like a proprietary technology or a unique brand story. Understanding these nuances can help you double down on your strengths. Some businesses occasionally buy a competitor’s product or sign up for their service just to experience it firsthand. It’s a simple way to uncover areas where you can shine brighter.
7. Brand values
Brand values help shape the deeper “why” behind everything you do. This isn’t about slapping a random list of virtues on a wall—integrity, innovation, synergy, blah blah blah. It’s about uncovering the principles you genuinely live by. If sustainability is big in your brand, show it in how you source materials or handle waste. Authentic values resonate more than empty claims. Ask employees and customers what they think your brand stands for. Their answers might surprise you or confirm your instincts.
8. Brand culture
Brand culture is the vibe that runs through your entire organization. It affects everything from how employees interact to how a new hire feels on their first day. When you articulate brand culture, you make it easier to attract the right people, those who believe in what you are doing and can help you do it better. A strong brand culture can reduce turnover, boost creativity, and keep everyone genuinely excited about coming to work.
9. Brand voice and image
Your brand voice is how you “sound” to the world—witty, warm, authoritative, or maybe a little offbeat. Consistency here lets people instantly recognise you in a crowded marketplace. If the voice doesn’t match the visuals, you risk confusing your audience. Sure, Apple’s minimalism might look sleek, but blindly copying it could leave your brand feeling generic. Aim for something that’s timeless and true to your business rather than chasing design trends that fade faster than last year’s memes.
Putting together a brand brief is a process that demands clarity, honesty, and a solid sense of direction—especially if you are partnering with an agency. Consider it as creating the “master guide” for how your brand should look, sound, and act, so nobody’s left guessing.
1. Company overview
Start with a clear picture of your brand’s reason for being. This is where you answer questions like “What do you actually do?” and “Who do you serve?” Go beyond a one-liner, and throw in the story or inspiration behind your business. That way, anyone reading immediately grasps the heart and soul of what you offer. If your brand has a quirky origin story—maybe you started from a garage or you pivoted from making cat toys to VR headsets—don’t hold back. Those details lend personality and help collaborators see what makes your brand different.
2. Target market
A brand is more than words, colours, and logos; it’s how people perceive everything about your business. Knowing the folks who’ll benefit most from your products or services is a must. If you haven’t locked in on a target audience, check who’s already buying your stuff—or who you originally pictured when your “lightbulb moment” happened.
Current audience: Who’s actually paying for your products now? Look for patterns in demographics or interests.
Who needs your solution? Dive deeper into which segments might find your features irresistible.
Future plans: Think about where you’d like to grow next. Maybe there’s an untapped market you’ve been eyeing.
A target demographic has to be substantial enough to sustain your business. Selling elite caviar ice cream to a very narrow sliver of foodies might sound cool, but can it pay the bills in the long run?
3. Brand promise
Customers want to know exactly what they are signing up for. Your brand promise is that simple, catchy phrase that tells them what they’ll get—whether it’s “fast delivery, every time” or “no chocolate mess,” in the case of M&M’s. The idea is to pinpoint the most pressing problem your brand solves and commit to addressing it. Jot down all the reasons people choose your brand. Is it the quality, the convenience, or the fact that you rescue them from some hassle they loathe? Filter those points into a clear, compelling promise that sticks in the mind.
4. Brand mission (and vision)
Now it’s time to explore the “why” behind your brand. What gets you out of bed every morning? Your mission is the here-and-now driving force, while your vision is how you hope to shape the world in the future. LinkedIn, for instance, aims to connect professionals worldwide (mission), with the vision of creating economic opportunity for every member of the global workforce. Your mission doesn’t have to sound like it’s ready for a motivational poster. Just keep it authentic. If you are aiming to bring eco-friendly products to people on a budget, say it plainly.
5. Value proposition
Your value proposition sets you apart from the competition. It answers the big “Why you?” question. Are your products cheaper, better quality, or more user-friendly? Do you cater to hidden needs consumers don’t even realise they have? The answers form your unique selling proposition. Questions you should ask include:
How do your offerings differ from others in the market?
Are you saving customers time, money, or headaches?
What emotional drivers are at play? (e.g., status, security, convenience)
Try to sum this up in a statement that would make sense to someone who knows nothing about your industry. Clarity trumps buzzwords every time.
6. Competitor analysis
Spying on your competition can be eye-opening—and it’s not as shady as it sounds. Identify at least your top three rivals and note what they are doing well or where they are failing. Maybe you are offering something they can’t replicate, like a proprietary technology or a unique brand story. Understanding these nuances can help you double down on your strengths. Some businesses occasionally buy a competitor’s product or sign up for their service just to experience it firsthand. It’s a simple way to uncover areas where you can shine brighter.
7. Brand values
Brand values help shape the deeper “why” behind everything you do. This isn’t about slapping a random list of virtues on a wall—integrity, innovation, synergy, blah blah blah. It’s about uncovering the principles you genuinely live by. If sustainability is big in your brand, show it in how you source materials or handle waste. Authentic values resonate more than empty claims. Ask employees and customers what they think your brand stands for. Their answers might surprise you or confirm your instincts.
8. Brand culture
Brand culture is the vibe that runs through your entire organization. It affects everything from how employees interact to how a new hire feels on their first day. When you articulate brand culture, you make it easier to attract the right people, those who believe in what you are doing and can help you do it better. A strong brand culture can reduce turnover, boost creativity, and keep everyone genuinely excited about coming to work.
9. Brand voice and image
Your brand voice is how you “sound” to the world—witty, warm, authoritative, or maybe a little offbeat. Consistency here lets people instantly recognise you in a crowded marketplace. If the voice doesn’t match the visuals, you risk confusing your audience. Sure, Apple’s minimalism might look sleek, but blindly copying it could leave your brand feeling generic. Aim for something that’s timeless and true to your business rather than chasing design trends that fade faster than last year’s memes.
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
Who should be involved in writing a brand brief?
Anyone with a stake in how your brand is presented—this might include leadership, marketing, product teams, and sometimes even customer service. If an agency is helping out, they’ll need input too. The more perspectives you gather, the more solid and accurate the end result.
Do small startups really need a brand brief, or is it mainly for big companies?
Size doesn’t matter when it comes to brand clarity. Small startups often benefit even more from having one, because every resource counts, and there’s no room for scattered messaging. A well-structured brand brief keeps early efforts focused and helps avoid costly detours.
How often should a brand brief be updated?
Whenever major changes happen—like a shift in leadership, a new target audience, or a significant pivot in products or services. If your business environment remains steady, reviewing it annually (or at least every couple of years) keeps it fresh and relevant.
Final Thoughts
Now that your brand brief is officially out of your head and onto the page, resist the urge to stuff it in a folder where good intentions go to die. Pass it around for feedback because your brand isn’t just your baby. Every department that shapes the company’s future deserves a peek. And if they look at you funny or raise questions, that’s a good thing; it means they are thinking critically about how to make your brief even stronger.
Keep in mind, that this document isn’t set in stone for all eternity. As your company scales, pivots, or just decides to target a new audience, your brand brief should flex to keep up with the changes. Track every adjustment, so you are not stuck later wondering, “Did we collectively hallucinate that shift in brand voice?” Ultimately, a well-maintained brand brief is like a GPS for creativity—guiding your team toward on-brand work and reinforcing your core values, no matter how many unexpected twists pop up in your industry. Think of it as the single source of truth that helps everyone—from design interns to top execs—keep marching to the same beat.
Frequently Asked Questions
Who should be involved in writing a brand brief?
Anyone with a stake in how your brand is presented—this might include leadership, marketing, product teams, and sometimes even customer service. If an agency is helping out, they’ll need input too. The more perspectives you gather, the more solid and accurate the end result.
Do small startups really need a brand brief, or is it mainly for big companies?
Size doesn’t matter when it comes to brand clarity. Small startups often benefit even more from having one, because every resource counts, and there’s no room for scattered messaging. A well-structured brand brief keeps early efforts focused and helps avoid costly detours.
How often should a brand brief be updated?
Whenever major changes happen—like a shift in leadership, a new target audience, or a significant pivot in products or services. If your business environment remains steady, reviewing it annually (or at least every couple of years) keeps it fresh and relevant.
Final Thoughts
Now that your brand brief is officially out of your head and onto the page, resist the urge to stuff it in a folder where good intentions go to die. Pass it around for feedback because your brand isn’t just your baby. Every department that shapes the company’s future deserves a peek. And if they look at you funny or raise questions, that’s a good thing; it means they are thinking critically about how to make your brief even stronger.
Keep in mind, that this document isn’t set in stone for all eternity. As your company scales, pivots, or just decides to target a new audience, your brand brief should flex to keep up with the changes. Track every adjustment, so you are not stuck later wondering, “Did we collectively hallucinate that shift in brand voice?” Ultimately, a well-maintained brand brief is like a GPS for creativity—guiding your team toward on-brand work and reinforcing your core values, no matter how many unexpected twists pop up in your industry. Think of it as the single source of truth that helps everyone—from design interns to top execs—keep marching to the same beat.
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Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
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®
Work with us
Click to copy
work@for.co
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
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
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Kyiv, UA
kyiv@for.co
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Lagos, NG
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