Brand identity brief
Plan a brand identity that reflects the business, speaks clearly to its audience, and works across the places where people will encounter it.
Branding and identity · 45 min · Standard · 39 questions
Business and project goals
What does the company offer?
What are we trying to change?
Why is a new identity needed now?
How will we know the new identity works?
Audience
Who is the identity for?
What matters most to this audience?
What do people think about the brand today?
What should people understand about the brand right away?
Current brand
Which existing brand elements should stay?
Which parts of the current identity cause problems?
What do customers already recognize?
What must the new identity avoid losing?
Positioning
How should the company be positioned?
Which category should people place it in?
Why do customers choose it?
Which alternatives do customers compare it with?
Which visual conventions are common in this category?
Brand personality
How should the brand feel?
How should the brand sound?
What should the brand never feel like?
Visual direction
What first impression should the identity create?
Which visual references feel relevant?
Which visual directions should we avoid?
Which accessibility needs must shape the visual system?
Required applications
Where will the identity appear most often?
Which identity assets are required?
Include only assets that a real team or supplier will need to use.
Which application will be hardest to design for?
Which languages or regions must the identity support?
Constraints
Which elements cannot change?
Which production limits must we work within?
Which legal or licensing checks are required?
What budget or timing limits affect the work?
Feedback and approval
Who makes the final decision?
Who should give feedback?
Which criteria will be used to choose a direction?
Launch and ownership
When should the new identity launch?
Which touchpoints should change first?
Who will maintain the identity after launch?
How will teams learn to use the new identity?
How to use this brief
Use this brief as a bank of questions for the conversation. Choose what is relevant, mark covered questions as you go, and skip anything that has already been answered.
Use this brief when...
Use when you need to plan a brand identity that reflects the business, speaks clearly to its audience, and works across the places where people will encounter it.
Best used as: Live call · Async intake
- Category
- Branding and identity
- Discussion time
- 45 minutes
- Depth
- Standard
- Last updated
- Jul 21, 2026
- Scope
- Design briefs
- Best used as
- Live callAsync intake
- Design roles
- Brand designer
- Audience
- Marketing teamsDesign leadsDesign agenciesFounders and operators
- Platforms
- Brand systemDigitalPrint
- Company type
- B2BB2CAgency
- Product stage
- LaunchGrowthMature product
- Tags
- branding-and-identitybrand-identitybrand-and-communicationnew-brandidentity-creation