# Brand Brief Template

## Document Control

| Field | Value |
|-------|-------|
| **Template Version** | 1.0.0 |
| **Last Updated** | 2025-01-28 |
| **Owner** | Brand Manager |
| **Status** | DRAFT |
| **Brand Brief ID** | [Auto-generated or manual] |

---

## YAML Frontmatter

```yaml
brand:
  id: "[BRAND-ID]"
  name: "[Brand Name]"
  category: "[Parent Brand | Sub-Brand | Product Brand | Campaign Brand]"
  status: "ACTIVE"

document:
  created_by: "[Name]"
  creation_date: "[YYYY-MM-DD]"
  last_updated: "[YYYY-MM-DD]"
  version: "1.0.0"
  owner: "[Brand Manager Name]"

governance:
  approval_status: "[DRAFT | UNDER REVIEW | APPROVED]"
  approved_by: "[Name]"
  approval_date: "[YYYY-MM-DD]"
  next_review_date: "[YYYY-MM-DD]"
```

---

## 1. Brand Overview

### 1.1 Brand Identity

**Brand Name**: [Official brand name]

**Brand Tagline**: [Official tagline or slogan]

**Brand Category**: [Select one]

- [ ] Parent/Master Brand
- [ ] Sub-Brand
- [ ] Product Brand
- [ ] Campaign/Initiative Brand

**Brand Relationship**: [If sub-brand or product brand, describe relationship to parent]

```text
[Describe how this brand relates to the broader brand architecture]
```

### 1.2 Brand Purpose

**Why We Exist**: [Brand purpose statement]

```text
[1-2 sentences describing the fundamental reason the brand exists
beyond making money - the positive impact it has on customers,
industry, or society]
```

**Brand Vision**: [Where we're going]

```text
[1-2 sentences describing the aspirational future state the brand
is working toward]
```

**Brand Mission**: [What we do]

```text
[1-2 sentences describing what the brand does to fulfill its purpose
and move toward its vision]
```

### 1.3 Brand Values

**Core Values**: [The non-negotiable principles that guide the brand]

1. **[Value Name]**: [Brief description of what this means in practice]
2. **[Value Name]**: [Brief description of what this means in practice]
3. **[Value Name]**: [Brief description of what this means in practice]
4. **[Value Name]**: [Brief description of what this means in practice]

**Values in Action**: [Examples of how values are demonstrated]

```text
[Provide concrete examples of how these values show up in products,
customer experience, marketing, or company culture]
```

---

## 2. Brand Positioning

### 2.1 Positioning Statement

**Target Audience**: [Who the brand serves]

**Category/Frame of Reference**: [Market/category the brand competes in]

**Point of Difference**: [What makes the brand unique]

**Reason to Believe**: [Why customers should believe the difference]

**Full Positioning Statement**:

```text
For [target audience],
[Brand Name] is the [category/frame of reference]
that [point of difference]
because [reason to believe].
```

### 2.2 Brand Essence

**Brand Essence**: [The heart and soul of the brand in 1-3 words]

**Essence Description**: [What the essence means]

```text
[Expand on the brand essence - what does it mean, how does it manifest,
why is it central to the brand identity]
```

### 2.3 Brand Personality

**If the brand were a person, it would be**: [Description]

```text
[Describe the brand as if it were a person - age, occupation, interests,
style, demeanor, etc. This helps make the brand voice tangible.]
```

**Personality Traits**: [Select 3-5 that best describe the brand]

- [ ] Innovative
- [ ] Trustworthy
- [ ] Bold/Daring
- [ ] Sophisticated
- [ ] Accessible/Friendly
- [ ] Expert/Authoritative
- [ ] Playful
- [ ] Caring/Compassionate
- [ ] Efficient
- [ ] Premium/Luxury
- [ ] Down-to-earth
- [ ] Energetic
- [ ] Other: [Specify]

**Personality Archetype**: [Optional - if using archetype framework]

- Primary: [Hero | Sage | Innocent | Explorer | Rebel | Magician | Everyman | Lover | Jester | Caregiver | Creator | Ruler]
- Secondary: [If applicable]

---

## 3. Voice and Tone Guidelines

### 3.1 Brand Voice

**Voice Pillars**: [The 3-4 consistent characteristics of how the brand sounds]

**Pillar 1: [Name]**

- **Definition**: [What this means]
- **In Practice**: [How this shows up in content]
- **Example**: [Actual example of this voice pillar]

**Pillar 2: [Name]**

- **Definition**: [What this means]
- **In Practice**: [How this shows up in content]
- **Example**: [Actual example of this voice pillar]

**Pillar 3: [Name]**

- **Definition**: [What this means]
- **In Practice**: [How this shows up in content]
- **Example**: [Actual example of this voice pillar]

**Pillar 4: [Name]** (Optional)

- **Definition**: [What this means]
- **In Practice**: [How this shows up in content]
- **Example**: [Actual example of this voice pillar]

### 3.2 Tone Modulation

**Tone Spectrum**: [How tone adjusts by context while maintaining voice]

| Context | Tone Adjustment | Example |
|---------|----------------|---------|
| Customer Success Story | [More celebratory, warm] | [Example phrase] |
| Product Launch | [More energetic, bold] | [Example phrase] |
| Support/Help Content | [More patient, clear] | [Example phrase] |
| Thought Leadership | [More authoritative, insightful] | [Example phrase] |
| Crisis Communication | [More empathetic, transparent] | [Example phrase] |
| Social Media | [More conversational, timely] | [Example phrase] |

### 3.3 Language Guidelines

**We Are**:

- [Characteristic - e.g., "Conversational, not corporate"]
- [Characteristic - e.g., "Confident, not arrogant"]
- [Characteristic - e.g., "Clear, not overly technical"]
- [Characteristic - e.g., "Warm, not overly familiar"]

**We Are Not**:

- [Anti-pattern - e.g., "Not stuffy or formal"]
- [Anti-pattern - e.g., "Not cutesy or juvenile"]
- [Anti-pattern - e.g., "Not jargon-heavy"]
- [Anti-pattern - e.g., "Not apologetic or uncertain"]

**Word and Phrase Preferences**:

| Prefer | Avoid | Why |
|--------|-------|-----|
| [Preferred term] | [Avoided term] | [Reason] |
| [Preferred term] | [Avoided term] | [Reason] |
| [Preferred term] | [Avoided term] | [Reason] |

**Grammar and Style**:

- **Contractions**: [Use freely | Use sparingly | Avoid]
- **Sentence Length**: [Preference for short/punchy vs. longer/flowing]
- **Active vs. Passive Voice**: [Preference]
- **Punctuation Style**: [Oxford comma? Em-dashes? Exclamation points?]

---

## 4. Visual Identity

### 4.1 Logo Usage

**Primary Logo**: [Description and link to asset]

**Logo Variations**:

- **Horizontal**: [When to use]
- **Vertical**: [When to use]
- **Icon/Mark Only**: [When to use]
- **Monochrome**: [When to use]

**Clear Space**: [Minimum clear space around logo]

**Minimum Size**: [Minimum size for print and digital]

**Logo Don'ts**: [Common mistakes to avoid]

- [ ] Don't stretch or distort
- [ ] Don't change colors
- [ ] Don't place on busy backgrounds without container
- [ ] [Other specific don'ts]

### 4.2 Color Palette

**Primary Colors**:

| Color Name | Hex | RGB | CMYK | Usage |
|------------|-----|-----|------|-------|
| [Color 1] | [#000000] | [R,G,B] | [C,M,Y,K] | [Primary brand color, CTA buttons, headers] |
| [Color 2] | [#000000] | [R,G,B] | [C,M,Y,K] | [Secondary brand color, accents] |

**Secondary Colors**:

| Color Name | Hex | RGB | CMYK | Usage |
|------------|-----|-----|------|-------|
| [Color 3] | [#000000] | [R,G,B] | [C,M,Y,K] | [Usage description] |
| [Color 4] | [#000000] | [R,G,B] | [C,M,Y,K] | [Usage description] |

**Neutral Colors**:

| Color Name | Hex | RGB | CMYK | Usage |
|------------|-----|-----|------|-------|
| [Dark Gray] | [#000000] | [R,G,B] | [C,M,Y,K] | [Body text] |
| [Light Gray] | [#000000] | [R,G,B] | [C,M,Y,K] | [Backgrounds, dividers] |
| [White] | [#FFFFFF] | [255,255,255] | [0,0,0,0] | [Backgrounds, reversed text] |

**Color Accessibility**: [WCAG compliance notes]

```text
[Note any color combinations that meet WCAG AA or AAA standards,
and any that should be avoided for accessibility]
```

### 4.3 Typography

**Primary Typeface**: [Font family name]

- **Usage**: [Headlines, UI, body text, etc.]
- **Weights Available**: [Thin, Light, Regular, Medium, Bold, Black]
- **Web Font**: [Link or service]
- **Fallback**: [Web-safe fallback font]

**Secondary Typeface**: [Font family name]

- **Usage**: [Where this is used]
- **Weights Available**: [Available weights]
- **Web Font**: [Link or service]
- **Fallback**: [Web-safe fallback font]

**Type Scale**:

| Element | Font | Size | Weight | Line Height |
|---------|------|------|--------|-------------|
| H1 | [Font] | [Size] | [Weight] | [LH] |
| H2 | [Font] | [Size] | [Weight] | [LH] |
| H3 | [Font] | [Size] | [Weight] | [LH] |
| Body | [Font] | [Size] | [Weight] | [LH] |
| Caption | [Font] | [Size] | [Weight] | [LH] |

### 4.4 Imagery and Photography

**Photography Style**: [Description of visual style]

```text
[Describe the look and feel of photography - candid vs. staged,
bright vs. moody, lifestyle vs. product-focused, etc.]
```

**Photography Guidelines**:

- **Subject Matter**: [What we show - people, products, environments]
- **Composition**: [Tight vs. expansive, centered vs. rule-of-thirds]
- **Color Treatment**: [Vibrant vs. muted, warm vs. cool]
- **Mood**: [Energetic, calm, aspirational, authentic, etc.]

**Photography Don'ts**:

- [ ] Avoid stock photos that feel generic or staged
- [ ] Avoid [other specific don't]
- [ ] Avoid [other specific don't]

**Image Assets**: [Link to brand asset library or DAM]

### 4.5 Graphic Elements

**Patterns and Textures**: [Description of any brand-specific patterns]

**Icons and Illustrations**: [Style guidelines]

```text
[Describe icon/illustration style - line weight, level of detail,
color usage, etc.]
```

**Graphic Element Don'ts**:

- [ ] [Specific don't]
- [ ] [Specific don't]

---

## 5. Messaging Hierarchy

### 5.1 Key Messages

**Primary Message**: [The single most important thing to communicate]

```text
[1-2 sentences that capture the core message about the brand]
```

**Supporting Messages**: [2-4 supporting messages that reinforce the primary]

1. **[Message 1 Theme]**: [1-2 sentences]
2. **[Message 2 Theme]**: [1-2 sentences]
3. **[Message 3 Theme]**: [1-2 sentences]
4. **[Message 4 Theme]**: [1-2 sentences] (Optional)

### 5.2 Proof Points

**For Each Supporting Message, Provide Evidence**:

**Message 1**: [Message theme]

- [Proof point with data, example, or evidence]
- [Proof point with data, example, or evidence]

**Message 2**: [Message theme]

- [Proof point with data, example, or evidence]
- [Proof point with data, example, or evidence]

**Message 3**: [Message theme]

- [Proof point with data, example, or evidence]
- [Proof point with data, example, or evidence]

### 5.3 Boilerplate Copy

**Short Boilerplate** (50 words max):

```text
[Concise description of the brand for use in press releases, social bios,
and other space-constrained contexts]
```

**Standard Boilerplate** (100-150 words):

```text
[Standard brand description for use in most marketing materials,
press releases, and about pages]
```

**Extended Boilerplate** (250+ words):

```text
[Comprehensive brand description including history, mission, achievements,
and future direction for use in detailed company materials]
```

---

## 6. Competitive Positioning

### 6.1 Competitive Landscape

**Direct Competitors**:

| Competitor | Their Positioning | Their Strength | Our Differentiation |
|------------|------------------|----------------|---------------------|
| [Company 1] | [Brief description] | [What they do well] | [How we differ] |
| [Company 2] | [Brief description] | [What they do well] | [How we differ] |
| [Company 3] | [Brief description] | [What they do well] | [How we differ] |

**Indirect Competitors**:

| Competitor | Category | Why They Matter | Our Advantage |
|------------|----------|-----------------|---------------|
| [Company/Solution] | [Alternative category] | [Customer overlap] | [Our edge] |
| [Company/Solution] | [Alternative category] | [Customer overlap] | [Our edge] |

### 6.2 Competitive Advantages

**Unique Strengths**: [What we do that competitors can't easily replicate]

1. **[Strength 1]**: [Description and why it matters]
2. **[Strength 2]**: [Description and why it matters]
3. **[Strength 3]**: [Description and why it matters]

**Market Position**: [How we position relative to competition]

```text
[Describe where the brand sits in the market - premium vs. value,
innovative vs. established, specialist vs. generalist, etc.]
```

---

## 7. Audience Alignment

### 7.1 Primary Audiences

**Audience 1**: [Segment name]

- **Why They Matter**: [Business importance]
- **Their Need**: [What they're looking for]
- **Our Value to Them**: [What we provide]
- **Messaging Emphasis**: [Which messages resonate most]

**Audience 2**: [Segment name]

- **Why They Matter**: [Business importance]
- **Their Need**: [What they're looking for]
- **Our Value to Them**: [What we provide]
- **Messaging Emphasis**: [Which messages resonate most]

**Audience 3**: [Segment name]

- **Why They Matter**: [Business importance]
- **Their Need**: [What they're looking for]
- **Our Value to Them**: [What we provide]
- **Messaging Emphasis**: [Which messages resonate most]

### 7.2 Audience-Specific Considerations

**Language Variations**: [How messaging adjusts by audience]

| Audience | Language Approach | Example |
|----------|------------------|---------|
| [Audience 1] | [More technical, detailed] | [Example phrase] |
| [Audience 2] | [More business-focused, ROI-driven] | [Example phrase] |
| [Audience 3] | [More accessible, benefit-focused] | [Example phrase] |

---

## 8. Channel-Specific Guidelines

### 8.1 Digital Channels

**Website**:

- **Tone**: [How brand voice manifests on website]
- **Visual Approach**: [Photography, graphics, layout preferences]
- **Content Types**: [Blog, case studies, product pages, etc.]

**Email**:

- **Subject Line Style**: [Approach to subject lines]
- **Tone**: [Formal vs. casual, urgent vs. informative]
- **Signature/Footer**: [Standard elements]

**Social Media**:

| Platform | Tone | Content Types | Posting Frequency | Visual Style |
|----------|------|---------------|------------------|-------------|
| LinkedIn | [Professional, insights-driven] | [Articles, company news] | [X/week] | [Clean, professional] |
| Twitter | [Conversational, timely] | [Quick updates, engagement] | [X/day] | [Bold, attention-grabbing] |
| Instagram | [Visual, lifestyle] | [Photos, stories, reels] | [X/week] | [Vibrant, on-brand] |
| Facebook | [Community-focused] | [Updates, events, customer stories] | [X/week] | [Approachable] |

### 8.2 Traditional Channels

**Print**:

- **Tone**: [Approach in print materials]
- **Visual Standards**: [Specific requirements for print]

**Events/Experiential**:

- **Brand Presence**: [How brand shows up at events]
- **Booth/Environment Design**: [Physical brand expression]

**Broadcast/Video**:

- **Visual Style**: [Motion graphics, editing style]
- **Audio/Music**: [Music style, voiceover approach]
- **Pacing**: [Quick cuts vs. longer shots]

---

## 9. Brand Guardrails

### 9.1 Non-Negotiables

**What We Must Always Do**:

- [ ] [Non-negotiable practice]
- [ ] [Non-negotiable practice]
- [ ] [Non-negotiable practice]

**What We Must Never Do**:

- [ ] [Absolute don't]
- [ ] [Absolute don't]
- [ ] [Absolute don't]

### 9.2 Legal and Compliance

**Trademark Usage**: [How to properly use trademarked brand names]

**Claims and Disclaimers**: [Required disclaimers or substantiation for claims]

**Regulatory Considerations**: [Industry-specific regulations]

```text
[Describe any legal, regulatory, or compliance considerations
that affect brand communications - financial services disclaimers,
healthcare privacy, food/beverage claims, etc.]
```

### 9.3 Brand Approval Process

**Who Reviews**:

| Content Type | Reviewer | SLA | Approval Level |
|--------------|----------|-----|----------------|
| Social posts | [Role] | [24 hours] | [Approval/Review] |
| Blog articles | [Role] | [2 business days] | [Approval/Review] |
| Press releases | [Role] | [3 business days] | [Approval/Review] |
| Major campaigns | [Role] | [1 week] | [Approval/Review] |
| Legal/Regulatory | [Legal] | [As needed] | [Required approval] |

**Escalation Path**: [When to escalate brand questions]

---

## 10. Reference Materials

### 10.1 Brand Asset Library

**Digital Asset Management**: [Link to DAM or asset repository]

**Asset Categories Available**:

- [ ] Logo files (all formats)
- [ ] Brand guidelines PDF
- [ ] Photography library
- [ ] Icon/illustration library
- [ ] Templates (presentation, document, email)
- [ ] Font files
- [ ] Color palettes (digital files)

### 10.2 Examples and Templates

**Good Examples**: [Links to exemplary brand applications]

- [Example 1 name]: [Link] - [Why it's a good example]
- [Example 2 name]: [Link] - [Why it's a good example]
- [Example 3 name]: [Link] - [Why it's a good example]

**Templates Available**:

- [ ] Presentation template
- [ ] Document template
- [ ] Email signature
- [ ] Social media templates
- [ ] [Other template]

### 10.3 Additional Resources

**Brand Training**: [Link to training materials or sessions]

**Brand Contact**: [Brand team contact for questions]

- **Name**: [Brand Manager Name]
- **Email**: [email@domain.com]
- **Slack**: [#brand-questions]

---

## Agent Notes

### For Brand Manager

- **Consistency Check**: Ensure all sections align and reinforce the same brand identity
- **Completeness**: Verify all visual assets are linked and accessible
- **Clarity**: Ensure voice/tone guidelines are specific enough to be actionable
- **Approval Status**: Confirm this brief has necessary stakeholder approval

### For Content Strategist

- **Message Testing**: Validate that messaging hierarchy reflects customer research
- **Tone Application**: Ensure tone guidelines can be practically applied across channels
- **Audience Mapping**: Verify messaging aligns with audience needs and preferences

### For Creative Director

- **Visual Integrity**: Ensure visual guidelines are comprehensive enough for creative execution
- **Flexibility**: Balance brand consistency with creative flexibility
- **Asset Availability**: Confirm all referenced visual assets are production-ready

### For Copywriter

- **Voice Clarity**: Ensure voice pillars are distinct and provide clear writing direction
- **Example Quality**: Verify examples accurately demonstrate intended voice/tone
- **Language Guidance**: Check that word preferences and grammar guidelines are comprehensive

### For Marketing Ops

- **Template Deployment**: Ensure templates are available in all necessary tools/platforms
- **Asset Distribution**: Verify brand assets are accessible to all who need them
- **Approval Workflow**: Confirm approval process is documented in workflow tools

---

## Template Version History

| Version | Date | Author | Changes |
|---------|------|--------|---------|
| 1.0.0 | 2025-01-28 | MMK Framework Team | Initial template creation |

---

**END OF TEMPLATE**