Brand brief template
One page a designer can use: who, job, offer, proof, constraints, channels, success, and a single approver. Not a moodboard dump.
Fill before the kickoff. If a cell is blank, the kickoff will invent it under time pressure. That is how you get three logos.
One approver. A committee can comment. Only one name ships.
flowchart TD
W["Who"] --> J["Job"]
J --> O["Offer"]
O --> P["Proof"]
P --> A["Approver"]
Who and the job
- Who it is for (one primary, not five personas)
- Job they hire you to do (in their words)
- Who it is not for
Offer and proof
- The offer in one sentence
- How it works (the mechanism, not an adjective)
- Proof you may show (named, permissioned, or first-party only)
- Claims you will not make
Constraints
- Must keep (name, color, legal line, existing site)
- Must kill
- Channels in order: site, proposal, signage, social, packaging
- Time window and what “done” looks like for v1
Governance
- Single approver (name and role)
- Who may comment, who may not veto
- Success in 90 days (usable, not “more awareness”)