Planning & practice
How to brief a branding project
A useful branding brief connects the business problem to the decisions the brand needs to make.
NWN field notes
A practical starting point.
Begin with the change you need.
Explain what is happening in the business and why the brand needs attention now. You might be introducing a new offer, moving into a different market, bringing several services together or correcting an identity that no longer fits. Describe the desired outcome before listing individual design items. A logo, website and campaign should respond to the same business direction.
Describe the audience and offer.
Identify who needs to understand or choose the business. Explain what you provide, why it matters to that audience and what they currently believe or do. Include the alternatives they consider and the qualities that distinguish your offer. Separate confirmed customer knowledge from assumptions you want the project to test. Specific context is more useful than a request to look premium.
Map what already exists.
Share the current identity, website, packaging, content and any relevant research. Tell us which elements can change and which need to be retained. Include ownership or usage restrictions on material supplied for the project. If several stakeholders will approve the work, identify them early and explain how feedback will be consolidated.
Define the scope and limits.
List likely deliverables and where they will be used: identity, packaging, collateral, website, social communication or campaign material. Distinguish the immediate launch requirement from later ambitions. Share the target date, its reason and a budget range where available. This helps align strategy, design and execution around a feasible scope.
Use references to explain decisions.
References become useful when you explain what you respond to: clarity, typography, colour, tone, layout or how a product is presented. Include things you want to avoid as well. The purpose is to communicate direction, not to copy another identity. If you are unsure which deliverables you need, begin with the business problem and let the scoping conversation resolve them.