Step 1 - Develop Brief

From rough ideas in your head to initial thoughts on paper.

“The Brand Design Quick Guide”

QUICK INTRODUCTION ON THE INTENTION BEHIND THE “QUICK GUIDE’S” DESIGN

CREATIVE BRIEF

Watch the video and then fill out the Creative Brief below this section. If you have any questions please send them to willem.design@outlook.com and someone from our team will contact you shortly.

Fill Out Your Creative Brief

Name

First Name

Last Name

Company

1. What is the main VALUE PROPOSITION of your business?

2. Does your business have a MISSION STATEMENT? If so, please provide it below.

3. Briefly describe the business brand. Does it have a PERSONA OR ARCHETYPE? If so please elaborate. If not describe something unique about your business instead.

4. Describe the audience that this work will be connecting with.

5. What specifically will MOTIVATE YOUR CUSTOMERS to take the action you want? What will make them pay you for your product or service?

6. How would you describe the TONE of your business brand? Use descriptive adjectives or imagery if is possible. (Example: Starbucks is global business with local feel, Human, artistic, facilitating a comfortable place, open, friendly, transparent, inclusive)

7. GOAL - What specifically are you trying to accomplish with this strategy, design and/or brand work?

8. POINT OF DIFFERENTIATION A. Describe some of your competitors. (Provide website urls if applicable) B. What makes your offering more valuable than your competitors?

9. EMOTIONAL CONNECTION - What is the specific emotion that you are trying to evoke with your brand and/or marketing communication here?

How'd you do? Any questions or comments? Let us know here. If not move on to the next step!

STOP

The ‘top level’ portion is now complete. Beyond this point is the deeper dive portion of Step 1 which you can go into if you so choose OR come back to as you progress through. You can now have your initial call with the Willem team. After your call we will decide whether we should move move on to Step 2 of “The Brand Design Quick Guide” or re-visit some portions of the Brand Brief. If you have any questions please contact the Willem team at willem.design@outlook.com.

CREATIVE BRIEF: Deeper Dive

The “deeper dive” portion of Step 1 located below is optional. It is however, recommended to anyone who either wants to better evolve the brand being worked on throughout the “Brand Design Quick Guide” OR who might want to expand their experience with branding execution in general. It’s not essential to go through ALL of the exercises here but it would certainly be helpful. Also, all of these areas will be up for discussion on the scheduled calls associated with the Willem team.

Develop Your Value Proposition