Brand kickoff agenda

A 90-minute session that locks who you are for, what you refuse, and who approves. Design without these decisions is decoration.

Send this the day before. If a decision-maker cannot attend, reschedule. A kickoff with deputies produces a mood board and a second kickoff.

Capture decisions in the worksheet, not in the chat transcript.

flowchart LR
    W["Who"] --> O["Offer"]
    O --> P["Proof"]
    P --> V["Voice"]
    V --> A["Approver"]
Navy cloth table with a cream agenda booklet titled Decisions, a brass timer, and index cards
The artifact is the decision log, not the workshop vibe.

The clock

MinutesBlockDone when
0–10Why we are hereOne sentence on what is broken now
10–30Who and the jobICP and offer drafted, not polished
30–50Proof and refuseWhat we can show, what we will not claim
50–70Voice and non-examplesThree do / three do not
70–90Approver and nextNamed owner, date for first routes
  • Pre-read sent: current site, last three campaigns, any old guidelines
  • In the room: someone who can say no to a colour without a committee

Decisions that must leave the room

  • Ideal customer profile (ICP): industry, size, who signs
  • The job they hire you for, in their words
  • The alternative they already have (in-house, freelancer, wait)
  • One proof artifact you are allowed to lead with
  • Three things you will not look like (cheap, luxury cosplay, generic SaaS)
  • One approver for identity. “The team” is not an approver

Within 48 hours

  • Decision log sent (this agenda, filled)
  • Open questions listed, each with an owner
  • Next working session booked (routes or messaging, not another vibe round)

Related guides