BriefPositioning & brand45 minutes

Brand Brief

One page a designer can build a brand from.

Bad briefs cost weeks. This one names the feeling, the references and the anti-references — so the first draft is close enough to iterate.

Use when

Before you hire a designer or pick a name.

Time

45 minutes

You walk away with

A single-page brief covering voice, references, boundaries and the one feeling.

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01

The one feeling

The one word your customer feels when they land

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The one word they must never feel

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02

Voice and language

Five things we say

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Five things we never say

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Reading age we write at

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03

Visual reference points

Three brands we love (and one thing from each)

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Three brands we don't want to look like

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04

Non-negotiables

Checklist

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Next steps

Keep the momentum.

Landing Page Planner

Turn the brand direction into a page that converts.

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