The Read
How to write a brand brief that produces useful work
A useful brand brief explains who the customer is, what the product does and what the team needs to make next. Give Sigil a real website and, when helpful, a document that fills the gaps.
Ashley Long
Liam Wu
Explain the customer’s task
“We help people organize their work” is too broad to guide a brand. State who the person is, what they are trying to do and why the current alternatives are awkward. Use an actual product example.
For a print studio, that might mean a buyer who has an image idea but no finished artwork. For a brand studio, it might mean a founder whose site does not explain the product clearly. Specific context helps the reviewer judge the message.
Name the constraints and the next use
Tell the studio what must stay: a name, an established product or a required file format. Explain the next application, such as a site launch, mobile app or investor deck. These constraints give the identity a place to work.
Separate preference from evidence. “I prefer blue” is a preference. “Customers confuse us with a named competitor” is a claim that needs examples. Both can be useful when described accurately.
Use the document you already have
A pitch deck, company memo or product brief can be enough. Do not pad the document with adjectives such as innovative, disruptive or world-class. Show the actual product and the customer decision.
Review the document before submitting it. Remove unrelated secrets and material you do not have permission to share. Sigil’s published privacy policy explains how it handles the document.
- Write one sentence about the customer and task.
- Describe the product with a concrete example.
- Name the alternatives customers consider.
- List the constraints and next application.
- Include the website and useful supporting document.
Common questions
- Do I need a finished brand strategy first?
- No. Supply the clearest product and audience context you have. The review helps identify what remains unclear.
- Is the document required?
- No. Sigil’s intake offers an optional document. A relevant document can supply context the public site lacks.