How to brief your branding agency

December 8, 2023
3 min read
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When initiating a partnership with a branding agency, one of the most crucial steps is providing a comprehensive brief. This process, although seemingly straightforward, can often feel like a daunting task. That's where we step in! In this guide, we'll walk you through the essential points your brief should cover to ensure your agency fully understands your vision, goals, and expectations. With this knowledge, they'll be perfectly equipped to create a brand strategy that accurately represents your business and resonates with your target audience. So let's dive into the details!

Vision and story behind your brand

Start by describing the concept or vision of your startup in a single sentence. Think of it as your elevator pitch. Then, dig a little deeper into the origins of your brand. The story behind your startup gives us context and helps us understand your motivation. It adds a human element to your brand, which can often be a powerful tool for connecting with your audience.

The fundamentals

Detail the name of your company and the product or service you're offering at launch. Describe your pricing structure and distribution model. This information is key to understanding how your product or service fits into the marketplace.

Mission, values, and unique selling proposition

Your mission outlines what you aim to change in the world, and your values are the principles that guide your decisions. Your unique selling proposition (USP) is what sets your offering apart from the competition. Be as specific as possible when outlining these elements, as they will heavily influence your brand strategy.

Your ideal customer and key messages

Define your target audience in terms of demographics (age, location, income, etc.) and psychographics (values, attitudes, lifestyle, etc.). Understand their pain points and how your product or service can help. What are the key messages you want to convey to them? Understanding your audience helps us tailor a strategy that resonates.

Your competition and differentiators

Identifying your potential competitors helps us understand the market landscape. But, more importantly, we need to know what sets you apart from them. What makes your brand unique?

Brand personality and perception

How would you describe the personality of your brand? What perceptions do you want your brand to elicit a year from now? These answers will guide us in shaping your brand's voice and visual identity.

Visual elements and inspirations

If you have any colour preferences, symbol ideas, or specific visual elements you want to be incorporated into your brand, let us know. Also, share any brands that inspire you and why. These will help us visually express your brand's personality.

Goals, success measurement, and brand voice

Lastly, outline any immediate goals that should guide our strategy. How will you measure success for your brand and this brand strategy project? Finally, define your brand voice on the spectrum we've provided. This helps us align the tone of your communication with your brand's personality.

Remember, the more detail you provide, the better. These answers will directly influence the creation of a brand strategy that truly represents your vision and appeals to your audience. We can't wait to get started!

Note: Be as detailed as you can be with your answers. The more information you provide, the better we can tailor our services to meet your brand's unique needs.

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I am a creative director and product designer based in London. I have helped companies like Google, Meta, Netflix, Mercedes-Benz, Burberry and Nike create extraordinary brand experiences.

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