Brand mission, purpose, reason for being. What it is recognised and respected for, the reputation has in the market. Products it sells and why someone should care.

Overview of the ideal buyer. See the target avatar sheet attached to this brief for more information.

What the brand needs to achieve (recognition, market share, change in behaviour…)

Single statement communicating the brand's core message, usually the tagline.

How the prospect should feel and the words they would use when they encounter the brand.

Dot point list of facts that support the USP, proposition and desired response, delivering on the brand promise.

Specific date for delivery or time allocated.

Specific budget set for this project