How to brief a brand agency and get the best result
The brief decides the result. A good brief gives the agency what it needs to do its best work. A poor one leads to rounds of changes, frustration and a brand that doesn't reflect the business.
Here's what to include, what to leave out and how to set the project up well.
The short version
A good brand brief explains the business, the problem you're solving, the customer, the competitors, where you want to be in three years, and your budget, timing and must-keep assets. Leave out personal taste and lists of competitors you'd like to copy. Then choose one decision-maker, stay available and let the agency do its job.
What to include
01The business
What the business does, who it serves and what the market looks like. The agency has to understand the market before it can position you in it.
02The problem
Why now? The current brand no longer fits the business, you're launching something new or you're entering a new market. The problem shapes the answer.
03The customer
Who they are, what they care about, what worries them and what they want. The more specific, the better.
04The competitors
Who you compete with, what they look like and what they stand for. The agency needs to know what to stand apart from.
05The ambition
Where you want the business to be in three years. Build the brand for where you're going, not just where you are.
06The limits
Budget, timeline and any existing assets you want to keep. Be upfront about these.
What to leave out
Personal taste. The brief isn't the place to say you like blue or that a family member prefers a certain font. Brand decisions should be based on strategy.
Competitors you'd like to look like. These lead to copycat work. The aim is to be the obvious choice in your category, not a better version of someone else.
How to set the project up well
01Choose one decision-maker
Committees produce compromises. Pick one person with the authority to approve the work.
02Stay available
The best work comes from conversation. If you're hard to reach, the project takes longer and the result suffers.
03Trust the process
You hired the agency for its expertise. Let it do the work, and push back with reasons, not preferences.
A clear brief sits at the start of every Branding DNA project.
“These guys absolutely nailed our re-branding concept.”
Start with one
If you're not sure what to put in the brief, start with the strategy. NOIZE Strategy helps you define it, and NOIZE Creative builds the brand from there.
Common questions
How long should a brand brief be?
Long enough to cover the business, problem, customer, competitors, ambition and limits. Usually two to four pages.
Should I tell the agency my budget?
Yes. It helps the agency recommend the right scope instead of guessing.
Can I include examples of brands I like?
You can share what you admire and why, but avoid asking for a copy. Explain the feeling you want, not the look.
Who should approve the brand work?
One decision-maker with the authority to sign off. Gather input from others, but keep the final call with one person.
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