by Gwendi Klisa

You can create a Brand Brief in 4 Easy Steps

Some brands just always look good. Not only the big brands but a lot of smaller ones, too. You know which ones I’m talking about. They look slick, together and memorable. What about your business… are you a proud business owner with a brand brief, or are you wondering how on earth others pull their brand off?

Let’s create a structure for you

Here’s all there is to it: the only difference between the slick brands and the amateur ones is the brand brief. The pros have a structure in place that keeps their brand and all their content on message. An unsuspecting document called a brand brief pulls the strings and makes sure that a brand has an engaging and enchanting message. And we’re about to do the same for your brand. We’ll devise a game plan to keep your brand on track and engage your audience.

The game where Everyone wins

Your messages will be clear and recognisable and your audience will find it rewarding, and easy, to relate to you. As a result you’ll build a dialogue and a relationship with your ideal clients, branded message by branded message you send out.

However, this isn’t going to be all about your client now. There’s something in it for you too!

Above all, having a brand brief will make you focused, calm and inspired throughout your branding journey. Get your brand brief right and your messaging and communications, and your whole brand identity will be easy — and fun — to manage, plus you’ll be rewarded by gathering a tribe you really relate to.

This is where the brand brief comes in

Yes, this is exactly the way we like to work… and at the basis of all this sits your brand brief. In order to create this document, you’ll have to put in some work and look under the hood of your business to gain total clarity about who you are and where you’re going. You’ll ask yourself questions, then distil the answers into simple brand building blocks. These form the basis for your brand brief, a blueprint for you to refer to in the future.

The four steps

I Answering essential questions 

II Distilling the questions into brand building blocks

III Putting it all together in a brand brief 

IV And finally, compressed into a few words, expressing your BIG IDEA

Create a brand brief like a pro

Are you rolling up your sleeves yet? It’s easiest to tackle these brand building blocks in a specific order. So that you get unstuck quickly and make strides toward total brand clarity. Don’t expect a linear process. You’ll usually come back and tweak an individual building block once you’ve answered them all… Think of it as one big puzzle with living and breathing pieces

But it’s a puzzle with a twist, and you may have to go back and tweak one or two of them as you work through them. The more insight you get, the more likely it becomes that you have to modify a block to make sure it fits the picture perfectly. Also, do keep in mind that these building blocks are flexible concepts and they slowly evolve because your customers change, you competition doesn’t stand still, and your market changes.

How does this work in practice?

Let’s say you start out listing your products and services, but, after checking out your competition, notice that your offerings are a bit too similar. You now may have to tweak your products and services in order to find your own unique selling point.

Or you change your brand positioning slightly to address issues your competitor doesn’t cover. After all, we aim to serve a slightly different segment of the market and to avoid setting up shop exactly on your competitor’s plot.

A pleasant side-effect

As a result, do you see how this primes us to deal with the competition in a no-sweat, stress free manner? There really IS enough to go around if you place yourself in a unique position in the market. There’s a tribe looking for exactly what you have to offer.


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