BRAND IDENTITY DESIGN

BRIEF EXAMPLE TEMPLATE

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

CLIENT NAME Positive Charge

CONTACT INFO NAME Jane Wendell

PHONE 555-123-9876

EMAIL jane@positivecharge.com
Positive Charge
MAILING ADDRESS 7898 59th St., Ste
Bothell, WA 98011
BRAND DESIGN BUDGET $50000
AMOUNT
Detailed financial projections $20,000.00 for follow-up brand refinement (post-test market)
FINANCE Bank of California
SOURCES
The client will provide us with a statement of work (SOW) to be
NOTES
signed by December 1.

The client wants their brand to speak to environmentally concerned

BRAND IDENTITY DESIGN drivers and non-drivers as well as anyone who wants the
OVERVIEW convenience that the EV market has to offer.
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 charging options. The prevalence of EV
charging stations will also entice non-EV users/drivers to switch to EV
vehicles, creating the following benefits: allowing for cleaner air;
BRAND IDENTITY DESIGN lowering the carbon footprint; lowering the cost of driving in
OBJECTIVES communities; serving as a model for other forms of clean
Detailed goals, desired outcomes, transportation; and helping communities achieve climate-change
and measurable objectives
goals.

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

EVENT / PROMO
(See Creative's design-detail spec [attached] for details)
PIECES
 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 target audience includes environmentally, socially, and
The who, what, when, and where of
DEMOGRAPHIC economically conscientious existing and potential EV users/drivers.
the target customer base

Our secondary target audience includes chain stores and

SECONDARY
franchisees looking to incorporate EV charging stations into their
DEMOGRAPHIC
parking lots.

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

BRAND CAMPAIGN LOOK

AND FEEL It should instill a sense of friendliness, reliability, environmental
Describe the desired style of the soundness, and approachability.
campaign
The brand should impart the following messages: making a positive
CAMPAIGN MESSAGE difference environmentally; offering social and economic
Define key benefits of product, describe its value, and
soundness; and instilling a forward-thinking feeling in existing and
desired target audience take away
potential customers.

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

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

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

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

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

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

Any articles, templates, or information provided by Smartsheet on the website are for
reference only. While we strive to keep the information up to date and correct, we make no
representations or warranties of any kind, express or implied, about the completeness,
accuracy, reliability, suitability, or availability with respect to the website or the information,
articles, templates, or related graphics contained on the website. Any reliance you place on
such information is therefore strictly at your own risk.