# Branding brief

Fill this in with your client, ideally on a call. Mark anything not yet known as “TBC” rather than guessing.

---

## Details

Client / company: [Name]
Completed by: [Name, role]
Date: [Date]

## Business

- What does the business do and for whom? [Answer]
- Where is it heading in the next three years? [Answer]

## Why now

- Why rebrand or create a brand now? [Answer]
- What isn’t working with the current identity? [Answer]

## Audience

- Who are the most important customers? [Answer]
- What do they value? [Answer]

## Personality

- Three words the brand should feel like? [Answer]
- Three words it should never feel like? [Answer]

## Competitors

- Who are the main competitors? [Answer]
- How should we look and sound different? [Answer]

## Deliverables and constraints

- Which assets are needed (logo, palette, type, guidelines)? [Answer]
- Budget, deadline and anything that must stay? [Answer]

---

## Before work starts

- [ ] The objective is specific and agreed.
- [ ] The audience is described in a sentence or two.
- [ ] Deliverables and formats are listed.
- [ ] Budget and deadline are confirmed.
- [ ] One approver is named.
- [ ] Anything unknown is marked TBC with an owner.

---

# Example: Oakmere Bakery rebrand

Sample answers from a fictional client.

## Sample answers

- **Why now?** We’re opening two new sites and launching wholesale; the logo doesn’t work small.
- **Personality?** Warm, crafted, generous. Never twee or rustic.
- **Competitors?** Two chains in town use kraft paper and hand lettering; we want to stand apart.
- **Must stay?** The oak leaf, in some form.

Template by Angelwood — https://angelwood.io/templates