A brand brief is a document that outlines the key elements of a brand, including its positioning, target audience, tone of voice, and key messages. It also includes a brand’s history and any relevant background information. The brand brief is used as a reference point for all communications related to the brand, ensuring that all materials are consistent with the brand’s identity. 

A well-crafted brand brief can be an invaluable tool for both small businesses and large corporations alike. By clearly articulating the brand’s mission and values, the brand brief helps to ensure that all marketing efforts are aligned with the brand’s overarching goals. Ultimately, the brand brief is a critical part of any successful marketing strategy.

The 9 elements of a successful brand brief

A strong brand brief should include:

Core Values

A brand’s core value is the essence of what it stands for and how it wants to be perceived by its customers. It should be reflective of the brand’s history, mission, and vision. The core value should guide all aspects of the brand, from the brand brief to the marketing strategy. It is the North Star that keeps the brand on track and focused on its goals. 

A strong core value can help a brand to stand out from its competitors and create a lasting impression with consumers. Ultimately, the core value should be something that resonates with the customers and drives their loyalty to the brand.

Vision

A brand’s vision is its reason for existing – it embodies the brand’s purpose and sets the direction for everything that the brand does. A brand’s vision should be ambitious and inspirational, something that the brand can strive towards. It should be clear and concise, so that everyone involved in the brand – from the CEO to the interns – knows what the brand is trying to achieve. 

Ultimately, a brand’s vision should be something that gets people excited about the brand and makes them want to be a part of its journey. 

Mission

A brand’s mission is to create an emotional connection with their consumers. In order to do so, they must first understand what their consumers’ values are and what they are looking for in a product or service. Once they have established this connection, they can then begin to craft a message that resonates with their consumers on a deeper level. 

A strong brand will be able to consistently deliver on its mission, creating a loyal following of consumers who are emotionally invested in the success of the brand.

Brand Promise

A brand promise is a commitment that a company makes to its customers. It is a statement of what the company will do or provide, and it should be something that sets the company apart from its competitors. 

A brand promise should be clear, concise, and easy to remember. It should also be something that the company can realistically deliver on. A brand promise is not a slogan or a tagline; it is a serious commitment that the company makes to its customers. A well-crafted brand promise can build customer loyalty and help to differentiate a company from its competitors.

Corporate Guidelines

Every business has a set of corporate guidelines that dictate how the company should be run. These guidelines typically cover topics such as ethics, financial reporting, and customer service. The corporate guidelines provide a framework for decision-making and help to ensure that the company operates in a consistent and ethical manner. 

While the specific details of the corporate guidelines may vary from company to company, they all share a common goal: to promote a positive and productive work environment. By adhering to the corporate guidelines, businesses can create a positive culture and environment that employees will be proud to be a part of.

Culture

A brand culture is the set of values, traditions, and beliefs that define a business and guide its decisions. It shapes the way employees interact with customers and each other, and it influences the products and services that a company offers. 

A strong brand culture can be a major source of competitive advantage, helping to attract and retain customers, build loyalty, and spur innovation. However, creating and maintaining a strong brand culture is not easy. It requires careful planning and execution, as well as ongoing effort to ensure that the culture remains relevant and effective. But for businesses that are able to build a strong brand culture, the rewards can be significant.

Target Audience

The target audience is the group of people who are most likely to be interested in your product or service. When you are creating advertising, it is important to think about who your target audience is and what will appeal to them. This can help you to create more effective campaigns that are more likely to result in sales. 

There are a number of ways to identify your target audience. You can consider things like demographics, interests, and purchase history. Once you have a good idea of who your target audience is, you can start to create messages that will appeal to them.

Competitive Advantage

A company’s competitive advantage is the unique attribute or combination of attributes that gives it an edge over its rivals in the marketplace. This could be anything from a lower cost structure to a better differentiated product offering. 

A sustainable competitive advantage is one that is not easily replicated by others and gives a company a durable edge in the market. Many companies try to build a sustainable competitive advantage by investing in brand equity, developing strong relationships with customers, or investing in research and development. While there are no guarantees in business, these are some of the best strategies for creating a long-term competitive advantage.

Key competitors

In business, the key competitor is the company that poses the greatest threat to your own company’s success. This competitor can be a direct competitor, meaning they offer the same product or service as you do, or they can be an indirect competitor, meaning they offer a different product or service that can be used in lieu of yours. 

To determine who your key competitor is, you must first understand your own company’s strengths and weaknesses. Once you have a clear understanding of your own company’s position in the market, you can then begin to look at who your biggest threats are. 

When evaluating your competition, it’s important to consider things like their market share, their pricing strategy, their advertising budget, and their overall reputation. By taking all of these factors into consideration, you can get a clear picture of who poses the biggest threat to your company’s success.