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Brand Identity Brief
*
1.
General Information
(Required.)
Organization name:
Country:
Email:
Brand/Product:
Starting date:
2.
List your purpose, vision, mission, and values.
Purpose:
Vision:
Mission:
Values:
3.
What does our business do?
4.
List your value proposition?
5.
How is our brand currently perceived? Does it align with our Brand Heart?
6.
How do we want to be perceived?
7.
Who is our audience?
8.
Who is our competition? How do we fit into the landscape?
9.
What is our current brand personality?
Traditional
Progressive
Exclusive
Accessible
Corporate
Friendly
Serious
Fun & Playful
Understated
Bold
Simple
Complex
City, Urban
Natural
Familiar
Disruptive
Steady
Dynamic
Realistic
Idealistic
10.
Should our new logo be “evolutionary” or “revolutionary”?
Evolutionary
Revolutionary
Current Progress,
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