Brand Design Brief

Brand Promise
1. Project Overview – a short description of the project:

2. Nature of the Product:

3. What are the key objectives for this Project?

3a.
3b.
3c.

4. In what business market sector do you primarily operate?

5. What are your key product/service differentiators?

5a.
5b.
5c.

6. What value do you offer your target customer?

Design Brief 1
 Brand Design Brief

Brand Attribute
7. What word comes to mind when you think of your brand?

8. Associate your brand personality with:

8a. Automobile
8b. Celebrity
8c. Animal

9. What does your brand stand for?

10. What benefits does your brand bring to its customers?

Brand Positioning
11. Who are the brand’s current and future customers?

12. How does/would current customers do business with the brand?

13. Who are the target customers and why?

14. What is the brand’s positioning statement?

Design Brief 2
 Brand Design Brief
15. What is the company’s vision

16. What is the company’s key competitive edge?

Brand Perception
17. What are the public’s perceptions of your brand?

18. How is the company perceived by the employees?

19. What are the brand’s

19a. Strengths
19b. Weaknesses

20. Who competes with your brand?

21. Assess your brand’s impact in the following areas (check):

Perceived Quality 1 2 3 4 5 6 7 8 9 10

Name Awareness 1 2 3 4 5 6 7 8 9 10

Brand Associations 1 2 3 4 5 6 7 8 9 10

Brand Loyalty 1 2 3 4 5 6 7 8 9 10

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 Brand Design Brief

23. Comparing you brand to the competition, how is your brand perceived by the target audience?
Place a check mark in the proper quadrant area

Price (+)

Quality (-) Quality (+)

Price (-)

Brand Demographics
24. Is your product going to be bought by one person for use by another?

No Yes Who is Purchaser?

25. Is your product aimed more particularly at:

Women Men Both

26. Is your product aimed more particularly at one or more of the following age segments:

Infants PreSchool School Children Teenagers Adults Seniors

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 Brand Design Brief

27. Check the squares that correspond to the socio-economic group your product is aimed at:

Highest income Lowest Income

28. If your product is associated with any particular leisure activity or situation, please specify:

29. What global image should the overall brand project to the potential customer?

5 4 3 2 1 0 1 2 3 4 5

Necessity Luxury

Sweet Savory

Timeless Fashionable

Amusing Serious

Casual Formal

Exotic Commonplace

Discreet Aggressive

HiTech/Industrial Home made

Contemporary Nostalgic

Particular Universal

Design Brief 5