The quality of a branding project depends a lot on the brief. A vague brief leads to vague proposals, quotes that are hard to compare and a first round of work that misses the point. A clear brief saves weeks.
You do not need to write a long document. One or two pages is enough, if they answer the right questions.
What to include
1. Your business in a paragraph
What you do, who you serve, how long you have been around and roughly how big you are.
2. Why now
What has changed that makes you want a new or refreshed brand? A new market, a merger, growth, a new leader, or a feeling that the brand no longer fits. The reason shapes the whole project.
3. The problem you want solved
Be specific. "Buyers think we are a budget option, but our quality is premium" is far more useful than "we want a modern look".
4. Your buyers
Who you sell to, how they choose and what they care about. Include anything you have learned from customer feedback or sales conversations.
5. Your competitors
List three to five competitors and what you like or dislike about how they present themselves.
6. What must stay
Your name, colours, symbols or phrases that customers recognise and you want to keep.
7. What you need
For example: strategy and positioning, name, logo, colours and typography, brand guidelines, website, packaging, signage, sales materials. Be clear about which are in scope now and which may come later.
8. Budget and timing
Share a budget range. It lets agencies propose what is realistic rather than guessing. Include any fixed deadlines, such as a launch or trade show.
9. Who decides
Name the people who will review and approve the work. Projects slow down when new decision makers appear halfway through.
A one-page template
| Section | Your answer |
|---|---|
| Our business | |
| Why now | |
| The problem to solve | |
| Our buyers | |
| Competitors | |
| What must stay | |
| What we need | |
| Budget range and deadline | |
| Decision makers |
How to choose from the responses
- Did they understand the problem, or just repeat your brief?
- Did they ask good questions?
- Does their past work solve problems like yours, not just look nice?
- Is the process clear, with research before design?
- Do you trust the people you met?
Quick answers
Should we ask agencies for free designs? No. Good agencies rarely do free creative work, and designs made without research are guesses. Judge them on thinking and past work.
How many agencies should we brief? Three is usually enough to compare without wasting everyone’s time.
How long does a branding project take? A focused identity project often takes six to twelve weeks. Strategy, naming and a full rollout take longer.
The takeaway
A short, honest brief gets you better proposals and a better brand. Explain why now, the problem to solve, your buyers, your budget and who decides.
Planning a new identity? See our brand identity design and brand strategy services.
