# Brand kickoff agenda

- Source: https://simeoncreatives.com/resources/brand-kickoff-agenda
- Hub: Branding & Creative Strategy

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.

```mermaid
flowchart LR
    W["Who"] --> O["Offer"]
    O --> P["Proof"]
    P --> V["Voice"]
    V --> A["Approver"]
```
*Five locks. If one is missing, do not open Figma.*

## The clock

| Minutes | Block | Done when |
| --- | --- | --- |
| 0–10 | Why we are here | One sentence on what is broken now |
| 10–30 | Who and the job | ICP and offer drafted, not polished |
| 30–50 | Proof and refuse | What we can show, what we will not claim |
| 50–70 | Voice and non-examples | Three do / three do not |
| 70–90 | Approver and next | Named 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

- [How we run a branding kickoff](https://simeoncreatives.com/blog/how-we-run-a-branding-kickoff)
- [Brand positioning in a crowded market](https://simeoncreatives.com/blog/brand-positioning-framework)
- [Why corporate brands require a system, not just a logo](https://simeoncreatives.com/blog/why-corporate-brands-require-a-system-not-just-a-logo)