Branding Brief - Template Outline

You must also include a professional, written brief to accompany your final project presentation. 

Writing project, marketing, creative or event briefs can be challenging. Follow these guidelines to help you organize the information. How you plan the layout and graphics is up to you. There are many templates online, and the length of your brief depends on many factors. If you find a template online that you think better serves our purpose, please let me know.   For our purposes, please just include the areas listed below:

1. Cover Page: this is a formal business proposal, so make it look nice. Use a cover page with the name of your agency, address, title, logo, team members, job number, client, and date.
2. Objective:  What is the ultimate purpose of the project? Sometimes this section is called 'Deliverables' as in what is the agency expected to deliver to the client at the end of the project?
3. Project History:  Has your agency worked with the client before? If so, when, and for what? If not, has your agency worked on similar projects and can you be considered experienced, or even experts in what the client is asking? If so, how?
4. Background and introduction to the issue:  What has led the client to ask for a brief?  What has been the client's 'journey' so far, and in which direction does the client wish to go?
5. Branding Objective: Primary and secondary objectives should be listed here.
6. What is the key message? Which brand values will be transmitted as a result of this project?
7. Who are we addressing? Primary & Secondary target audiences, and how you will plan 'communication' for those audiences.
8. What is the call to action? What do you expect the target audiences will do as a result of the communication?
9. What is the reward? Imagine target audiences asking "What's in it for me?"
10. How will we reach the audience? Which outlets will you use to reach your target audiences (e.g. print, digital ads, videos, social media, event, speciality stores, partners, TV, radio, outdoor billboards?)?
11. Mandatories:  items such as logo, naming, packaging, gadgets, legal copy for the EU or other countries/regions, contact info (website, social networks, email, phone, street address, Whatsapp....).