Your answers to the Ponder This questions in chapter 1 will help you here. Just remember to edit. It’s not about adding all your values and passions; select only the ones that are important to expressing your brand.

Think of your business as a person. What attributes make up its personality? What’s its name? What does it wear? (i.e., design) How does it communicate? (i.e., positioning) What are its core values and what does it stand for? (i.e., brand promise) Who does it associate with? (i.e., target market) Is it well-known? (i.e., brand awareness)

A brief doesn’t need to follow a formal structure. It can be a well-crafted essay or a bulleted list. But it should contain the answers to most of these questions: What is the challenge? Why are you embarking on the project now? a little history, from your perspective, can be very helpful. What are the objectives? What is the current situation? Who