Brand Brief is the beacon of the brand and it is one of the most crucial documents talking about the brand’s values, objectives, ethos, vision, mission, and the key differentiating factors that sets it apart from the other competitors in the market and sets a unique identity in the minds of the consumers.
Brand Brief creates a bigger picture as compared to the creative brief as it is a culmination of a lot of work and research working as a strategic document providing a clear purpose and a direction. It is a roadmap to success for every department of the company right from HR, finance, to marketing.
9 Components of a Brand Brief
1) Core Values
Core values are the basic fundamentals of the brand and work as the foundation on which the brand attains all the fame and success. They can be like offering the quality products and services to the consumers, the factor of affordability by offering the prices that are reasonable in nature, innovation, integrity, dependability, or reliability. They work as a significant part of the document.
The vision statement talks about the long-term short-term objectives and aims of the brand and where do the promoters see the brand from the current standpoint.
The mission statement defines the modus operandi and the way forward for the brand to accomplish the vision.
4) Brand Promise
It is the statement made by the brand to its existing and prospective consumers what they can expect from the products and services offered and how the offerings from the brand will be able to solve their problems.
5) Corporate Guidelines
The corporate guidelines of the company showcases the voice, tonality, imagery, color palate, and the way to use and display the logo, mascot, tagline, and the other brand elements in marketing and promotional collaterals such as brochures, leaflets, print advertisements, television commercials, social media, and digital marketing channels amongst others.
It enlightens about the internal working environment, work ethics and principles, code of conduct, and the policies for the stakeholders, vendors, and other business associates.
7) Target Audience
It is the mandate for every brand to define the set of target audience and the target market to which the products and services will be offered in order to attain the business goals and objectives of sales and profits.
8) Competitive Advantage
There are so many brands in the market offering the similar lines of products and services, but every brand has a unique selling proposition and some vital elements that set it apart from the rest of the competition and helps command a premium.
9) Key competitors
It is very important to define the set of key competitors of the brand in order to get correct market research and study conducted and to plan the marketing objectives and sales targets.
Usage & Application of Brand Brief
1) Marketing Department
The document of Brand Brief is actually curated by the branding and marketing department along with the promoters and the key members of the management. Aftermath all the required approvals and conclusions, it is circulated to all the other departments of the company working as a way forward for their respective business processes.
The marketing department uses it to provide the inputs to the design and creative agencies for designing the marketing and promotional materials such as advertisements, brochures, television commercials, and hoarding designs amongst others. It is also beneficial whilst deciding on the PR strategy of the company along with the marketing, branding, and promotional strategies.
2) HR Department
As the document talks about the organizational culture, vision, mission, core values, and the business objectives; it helps the HR department to guide the existing and new employees enlightening them about their job role, duties, and responsibilities and is an effective tool for onboarding the new employees.
3) Finance Department
The main aim of the finance department is to maintain the cash flow of the company, fund management, and get the investors onboard as and when required. As the Brand Brief document showcases the brand promise, target audience, values, and the business objectives; it gives the confidence to the finance managers to culminate the factor of trust and reliance in the minds of the current and prospective investors towards the brand and the company as a whole.
4) Sales Department
The main work of the sales department is to achieve the targets and maintain the healthy and stable relationship with the existing and prospective customers to achieve higher sales and profits for the company. And many a time it happens that they get stuck with the customers and the Brand Brief document acts as a guiding light to resolve any such situation keeping the values, ethics, and objectives of the company intact.
Brand Brief Examples
1. Reebok Brand Brief
Here we discuss the Brand Brief of Reebok as an example to their creative agencies to promote the Easy Tone trainers especially designed for men included the below-mentioned details:
2. Company Background:
It starts with the company background highlighting that it is an American based company and has expanded its operations worldwide and specializes in the sports and lifestyle products having a strong heritage and legacy in sports and fitness products.
The brief talks about creating awareness about the demo of easy tone trainers and offering 25% discount.
4. Target Audience:
The brand specifically highlights that their target audience for this product is men under the age group of 35 to 50 years, married with children, and with the further details of their income level, lifestyle, hobbies, and working style.
5. Brand tone and voice:
Understanding and Compassionate
6. Insight and Approach:
The product is targeted to men who like to be in shape but don’t have time to exercise due to the work and family responsibilities.
The above mentioned Brand Brief was for the creative ad agency to design and execute the print advertisements in the leading publications and magazines.
The Brand Brief document needs to be very crisp, detailed, and precise showcasing the above-mentioned details about the brand enriching the knowledge of the reader about the brand and its offerings.