Branding Brief

Part 1. General information and brand ideology

What’s the name of the project? What does it mean?Spelling and capitalization are also important (upper/lowercase, all caps, etc.) Example: instep, Instep, inStep, InStep or INSTEP.

Do you have a slogan? Should it be incorporated in the logo?

Describe the company’s area of activity.What your company does?

Why do customers choose your company?Feel free to share their reviews/feedbacks

Who are your competitors?Please name as many companies you know as possible with the links to their websites

What makes your product, services or ideas stand out?

What channels do you use to communicate with your clients?This affects where the logo and branding will be placed

Tell us your company’s origin story.Perhaps you have a touching or exciting story about how your company was born :)

What is the organizational structure of your company?
Does your company have a clearly defined hierarchy? If so, what are the departments and positions?

What is your company's mission?A mission statement conveys to consumers and employees the philosophy of a company and how it differs from competitors
Example:
YouTube - "Provide quick and easy access to video content and provide the ability to share videos with each other."
Nike - "Bring inspiration and innovation to every athlete in the world."
Walmart - "We're saving people money so they can live better lives."

What are your company's values?Corporate values are the foundation of an organization's corporate culture. These are conscious and generally accepted beliefs and principles enshrined in rules of conduct and shared by all employees. IKEA values (each IKEA item has a detailed description):
- Togetherness
- Caring for people and planet
- Cost-consciousness- Simplicity
- Renew and improve
- Different with a meaning.

What is your company's development concept (marketing strategy)?A development concept is a work plan for all departments for the next year or several years. It describes expected results and calculations. Example: ZM Corporation (financial and strategic goals): "Achieve average annual growth of earnings per share by at least 10%, return on equity capital by 20-25%, return on capital raised by at least 27%; at least 30% of products sold must be produced over the past 4 years."

What is your target audience?Can you provide a portrait of your typical consumer?
Target audiences are segments of people interested in your product. Example: women aged 25-30 who want to purchase an apartment for family well-being; single men aged 30-35 who buy an apartment for themselves to live separately from their parents and create their own personal space. The client / consumer portrait is the image of a typical representative of the target audience segment Example: Anna, 25 years old. She is married and gave birth to a child three years ago. Makes 40,000 rubles per month. Works from home as a copywriter. The family lives with her husband's parents. She often misses her deadlines because of conflicts with her mother-in-law. Motivation for buying an apartment: wants to gain independence and her own space, so that the child will have his own room and she will have a work area. Strives to maintain a relationship with her husband and his
parents.