Creating a Brand Identity: A Guide for Designers: (Graphic Design Books, Logo Design, Marketing)

by Catharine Slade-Brooking

Developing a good written brief is an art in itself. Using a variety of headings or trigger questions will ensure that all the information collected during the research phase is integrated into the document. Key points to include are: Background. Any information related to the project, including information about the product or service to be branded, what it does, why it does it and how it does it. Aims and objectives. The problem the client wishes the team to solve and any challenges that have been identified. All the key creative elements that will need to be addressed, such as brand creation, extensions, methods of communication and so on. Target audience. All the information gathered on the intended consumer, for instance age range, gender, social status, lifestyle, needs and aspirations. Tone of voice. The style that has been identified as being the most appropriate for communicating the brand message to the audience. USP. The unique selling point and how it will be used to develop a clear communication strategy. What will be the benefits of this brand for the consumer? Why will they buy it rather than competitor brands? Creative outcomes. All the creative elements, such as brand identity, strapline (slogan), website, advertising, promotion, packaging etc. Budget and delivery schedule. Sticking to the deadline is vital. The client needs to know that the brand can be released onto the market on schedule. All costings should be defined and detailed so that the client ca...