The 10-section brand brief we use for every client onboarding.
The 10 sections
- →1. Business basics, name, founded, team size, funding
- →2. Product, what you sell, price points, unit economics
- →3. Target customer, specific ICP, not "everyone"
- →4. Competitors, direct + indirect + what they do better
- →5. Positioning, category, differentiation, proof
- →6. Brand voice, tone words, forbidden phrases
- →7. Goals, 12-month + 90-day targets
- →8. Current marketing, channels, spend, performance
- →9. Constraints, budget, regulations, compliance
- →10. Success criteria, how we measure working together
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