About this template

Section 1: Brand strategy

Introduction

Helpful context
Briefly describe the brand and its products or services.
If it is an existing brand, provide a brief narrative that explains the brand's history and its unique positioning in the market. This can help the designer create a design that reflects the brand's values and differentiators.
Outline the goals and objectives of the brand design project.

Example:

Section	Description	Input from client
Introduction	Provides a brief overview of the brand and its products or services. Outlines the goals and objectives of the brand design project, such as creating a new logo or revamping the brand's visual identity. Gives a high-level overview of the project, setting the stage for the rest of the brief. Explains the purpose of the brand design brief.	"Our client is looking to revamp their visual identity to better align with their target audience and increase brand awareness"
Brand Description	Briefly describes the brand and its products or services. If it is an existing brand, provides a brief narrative that explains the brand's history and its unique positioning in the market. Helps the designer create a design that reflects the brand's values and differentiators.	"Our client's brand is a premium organic skincare line with a focus on natural and sustainable ingredients"
Goals and Objectives	Outlines the goals and objectives of the brand design project.	"Our client's goal is to create a new logo that is modern and represents their commitment to natural and sustainable ingredients"

Target audience

Helpful context
Describe the primary and secondary target audiences for the brand.
Include information about their demographics, interests, and needs.

Example:

Description	Input from client
Primary Target Audience	"Young, urban women aged 25-35 with an interest in natural and organic skincare products"
Secondary Target Audience	"Women aged 35-45 who prioritize self-care and are willing to invest in high-quality skincare products"
Demographics	Age: 25-45, Gender: Female, Income: $50,000+, Geographic Location: Urban
Interests	Natural and organic products, self-care, wellness
Needs	High-quality skincare products that align with their values and lifestyle
Appeal	Design should be modern, clean and sophisticated to appeal to our target audience who are looking for a high-quality, natural and organic skincare brand.