Brand Identity Brief

Company Name*

Name & Surname*

Job Title*

Email*

Brand Name*

What industry do you operate in?*

Let’s start with the Brand Value Proposition

The section on the Brand Value Proposition shall take 15-45 minutes. Leave the box below unchecked if you want to skip the Brand Value Proposition section.

Complete Brand Value Proposition section

Do you need to change your Brand Name?*

Yes

Do you need a new Logo?*

Yes

Do you have a colour Palette?*

Yes

Yes but we want to change it

Have you identified a distinctive Tone of Voice?*

The Tone of Voice is the distinctive way a Brand expresses itself through language and communication style. It represents how a Brand speaks to its audience (not what it says) shaping the emotional impression left on the listener or reader. The TOV reflects a brand’s personality and values, adapting subtly to context while maintaining consistency with its identity. For instance, a brand may always sound friendly and confident, but its tone can shift from playful on social media to reassuring in customer support.

Yes

Yes but we want to restyle it

Do you have a Payoff?*

The payoff expresses the core idea or emotional reward that a brand offers its audience, what consumers should feel or expect every time they interact with it. It translates the brand’s purpose and values into a concise, memorable message. Examples include Nike’s “Just Do It”, L’Oréal’s “Because You’re Worth It” or Apple’s “Think Different”.

Yes

Yes but we need to change it

Have you chosen one or more Fonts?

(Select as many as you like)

Yes

Yes but we need to change it

Do you have any Visual Brand Guidelines?*

Visual Brand Guidelines are clear rules for proper logo application and color palette usage to maintain brand consistency.

(Select as many as you like)

Yes

Yes but we need to further develop the Guidelines

Which Brands have a strong identity in our opinion?

List 3-6 names of famous brands, competitors, brands operating in the same industry or resonating with the same audience.

What is your positioning statement?

Craft a 1-2 lines Positioning Statement outlining the promise that will define the Brand & Company in a few words. 💡 Use this template: [Company Name] is doing [offering] to help [target audience] [solve a problem] with [secret sauce] Leave blank if you’re not ready to craft your positioning statement.

What are the primary messages our brand should consistently communicate?

List 3-5 Key Messages. Leave blank if you’re not ready to write your Key Messages.

Company Storytelling

Telling the company and brand story increases credibility with all stakeholders and creates a direct connection between the Founders' journey and the customers' experience, building trust. By completing the questions below, you will be able to outline the foundation of your Company Storytelling.

Create Company Storytelling

Skip Company Storytelling section

Who are the Spokespeople for the Brand?*

Insert Founders profiles and bios for anybody who will represent the Company in public occasions and communication activities. Use the format below 👇 [Name] [Role] [Bio]

Do you want to request a quotation for a Brand Identity development project?*

We are an integrated communication and strategic design micro-agency specialised in supporting startups. We can help you craft or develop a compelling Brand based on the informations provided in this Brand Identity Checker.

Yes

Brand Identity Brief

Welcome!

Brand Identity Brief

Do you need to change your Brand Name?*

Do you need a new Logo?*

Do you have a colour Palette?*

Have you identified a distinctive Tone of Voice?*

Do you have a Payoff?*

Have you chosen one or more Fonts?

Do you have any Visual Brand Guidelines?*

Company Storytelling

Do you want to request a quotation for a Brand Identity development project?*