BRAND IDENTITY DESIGN BRIEF EXAMPLE TEMPLATE

CREATIVE OVERVIEW
BRAND IDENTITY DESIGN BRIEF
Brand Brief for Positive Charge
TITLE

CLIENT NAME Positive Charge

CONTACT INFO NAME Jane Wendell

PHONE 555-123-9876

EMAIL jane@positivecharge.com

Positive Charge
MAILING ADDRESS 7898 58th St., Ste
Bothell, WA 98011

BRAND DESIGN BUDGET $50,000

AMOUNT
Detailed financial projections
$20,000.00 for follow-up brand refinement (post-test market)
Bank of California
FINANCE SOURCES

NOTES The client will provide us with a statement of work (SOW) to be signed by December 1.

The client wants their brand to speak to environmentally concerned drivers and non-
BRAND IDENTITY DESIGN drivers as well as anyone who wants the convenience that the EV market has to offer.
OVERVIEW
Brand summary, research sources and findings
The brand should speak to existing and potential EV users/drivers.

The client's EV charging stations provide a response to the relative scarcity of such
stations. With an increase in EV charging stations, EV drivers/users will have more
BRAND IDENTITY DESIGN
charging options. The prevalence of EV charging stations will also entice non-EV
OBJECTIVES
users/drivers to switch to EV vehicles, creating the following benefits: allowing for
Detailed goals, desired outcomes, and
cleaner air; lowering the carbon footprint; lowering the cost of driving in communities;
measurable objectives
serving as a model for other forms of clean transportation; and helping communities
achieve climate-change goals.

BRAND MARKETING GUIDELINES

Detailed approval process for all pieces, style guides, links to existing
branding standards The brand should speak to environmentally concerned drivers and non-drivers as well as
anyone who wants the convenience that the EV market has to offer.
BRAND MARKETING MATERIALS
Describe the pieces required along with the strategic COPY (See Creative's design-detail spec [attached] for details)
reach and the desired outcome

PRINT ADS (See Creative's design-detail spec [attached] for details)

DISPLAY ADS (See Creative's design-detail spec [attached] for details)

SIGNAGE / BANNERS (See Creative's design-detail spec [attached] for details)

EVENT / PROMO
PIECES
(See Creative's design-detail spec [attached] for details)

WEBSITE (See Creative's design-detail spec [attached] for details)

 SOCIAL MEDIA (See Creative's design-detail spec [attached] for details)

OTHER (See Creative's design-detail spec [attached] for details)

TARGET AUDIENCE PRIMARY

The who, what, when, and where of the target customer
DEMOGRAPHIC The target audience includes environmentally, socially, and economically conscientious
base
existing and potential EV users/drivers.

SECONDARY
DEMOGRAPHIC Our secondary target audience includes chain stores and franchisees looking to
incorporate EV charging stations into their parking lots.

CALL TO ACTION
Detail the desired reaction of the target audience
"Positive Charge wants you to help us change the world -- for the better. "

BRAND CAMPAIGN LOOK AND FEEL

Describe the desired style of the campaign

It should instill a sense of friendliness, reliability, environmental soundness, and

approachability.

CAMPAIGN MESSAGE
Define key benefits of product, describe its value, and desired target audience take away
The brand should impart the following messages: making a positive difference
environmentally; offering social and economic soundness; and instilling a forward-
thinking feeling in existing and potential customers.

COMPETITIVE ANALYSIS
Describe competitors, their campaign messages, research findings, and supporting
information - list any document attachments Analysis finds that the client's EV charging stations are more cost effective, easier to
install, and more environmentally sound than their competitors' stations. The client’s EV
charging stations are also readily available.

IMAGE REQUIREMENTS GRAPHICS (See Creative's design-detail spec [attached] for details)
List needed imagery and projected sources

PHOTOGRAPHY (See Creative's design-detail spec [attached] for details)

MULTIMEDIA (See Creative's design-detail spec [attached] for details)

We should have the new client branding within six months of signing the contract /
SCHEDULE PROJECTED TIMELINE
SOW.

IMPORTANT DATES /
DEADLINES
The client would like their new brand available for the holidays (early November).

OTHER
Include any other critical information

COMMENTS AND APPROVAL

CLIENT CONTACT NAME & TITLE

Jane Wendell, CMO, Positive Charge

COMMENTS
Primarily, the client wants their brand to positively affect their audience/customers by helping them remember that having completely free EV charging stations in as
many locations as possible will achieve the following results: allow for cleaner air; lower the carbon footprint; lower the cost of driving in communities; serve as a
model for other forms of clean transportation; and help communities achieve climate-change goals.

DATE SIGNATURE
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