In this guide, we’ll walk you through the process of creating an impactful brand brief that empowers your team to craft memorable, consistent, and engaging brand experiences across all touchpoints. Creating a strong brand is crucial for any business. It helps establish a clear and complete vision for your brand, ensuring that all marketing initiatives, creative direction, and sales collateral are consistent and aligned. To achieve this, it’s important to compile a comprehensive brand brief that effectively communicates your brand’s essence, goals, and expectations.
A brand brief is a comprehensive overview of exactly what a brand is and what it stands for. It outlines the objectives, goals, values, and vision of your brand, allowing anyone involved with creating brand assets to communicate the direction, purpose, and positioning of the business as clearly as possible. A strong brand brief should include the mission statement, brand promise, brand values, target audience, brand positioning, competitive advantage, brand voice, and brand culture.
Many teams often confuse brand briefs with creative briefs. While both documents serve the purpose of communicating creative ideas, they have distinct differences. A creative brief is an overview of a brand-specific project, outlining the project-specific mission, goals, objectives, and how a creative team intends to achieve them. On the other hand, a brand brief focuses on the overall brand perception and goals, providing guidelines for creating brand assets that align with the brand’s vision and values.
Providing a brand brief offers several advantages for your business, including ensuring brand accuracy, facilitating collaboration and feedback, maintaining control over brand image, and serving as a reference for external contractors and agencies.
To write a brand brief, clarify the core idea behind your business and define your target audience. Create a compelling brand promise, establish a clear mission and vision, differentiate your value proposition from your brand promise, analyze your competitive advantage, define brand values and culture, and determine your brand voice.
To inspire you, here are a few examples of brand briefs from well-known brands, including Virgin and Nike.
Writing a brand brief may seem overwhelming, but it’s a crucial step in establishing a strong and consistent brand identity. By clarifying your brand story, values, and goals, you provide your creative team with the necessary foundation to create work that aligns with your brand. Remember to involve key stakeholders in the process and use this guide as a reference to get started today. Streamline your brand management processes with Ziflow to ensure consistency and efficiency in your creative content production cycle.