Black Eye Advertising Brand Identity Brief

Building a great corporate identity begins with a great brief.
The better the clarity of your answers, the better the results we can produce for you.
Please keep your answers as brief as possible, while making sure you include all relevant detail.

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Company Name:

Wording for Logotype (EXACT wording required as text for logo):

Company Address:

Your Name:

Email:

Phone No.:

Mobile:

YOUR PRODUCT OR SERVICE

Briefly describe your product or service and/or product or service category:

In simple terms, describe the benefits offered to your customers by this product:

Briefly describe the product attributes/features which create the benefits that your competitors don’t have.

THE COMPETITION

List your competitors:

Include any relevant information about your competitors:

THE CUSTOMERS

Who are we talking to? Describe your potential customers:

Age

0-12

12-18

18-28

28-35

35-50

50+

Male/Female Percentage Skew:

Location:

Income Bracket:

Other:

What is this target market thinking? Put yourself in your customer’s shoes (use research if available).
Outline their current thinking regarding your product/category. What do they want, with regard to your product/category?

What is the customer perception of your brand, if any?

How do you feel about the way your current brand reflects on your business?

THE TYPE OF IMAGE YOU WANT TO PROJECT

We bear in mind your target audience. Check the buttons which represent how relevant a style is:

Contemporary Not Relevant Somewhat Relevant Relevant Quite Relevant Very Relevant	Warm/Friendly Not Relevant Somewhat Relevant Relevant Quite Relevant Very Relevant	Casual Not Relevant Somewhat Relevant Relevant Quite Relevant Very Relevant
Hi-Tech Not Relevant Somewhat Relevant Relevant Quite Relevant Very Relevant	Expert Not Relevant Somewhat Relevant Relevant Quite Relevant Very Relevant	Humorous Not Relevant Somewhat Relevant Relevant Quite Relevant Very Relevant
Fun Not Relevant Somewhat Relevant Relevant Quite Relevant Very Relevant	Conservative Not Relevant Somewhat Relevant Relevant Quite Relevant Very Relevant	Corporate Not Relevant Somewhat Relevant Relevant Quite Relevant Very Relevant
Powerful Not Relevant Somewhat Relevant Relevant Quite Relevant Very Relevant	Vibrant Not Relevant Somewhat Relevant Relevant Quite Relevant Very Relevant	Great Service Not Relevant Somewhat Relevant Relevant Quite Relevant Very Relevant

What is the primary message you wish to convey to your audience with your branding material?

DO YOU NEED US TO CREATE ANY SPECIFIC CORPORATE MATERIALS?

Check components if known at this point:
	LOGO	SUITE (FAMILY) OF LOGOS	POSITIONING STATEMENT	BUSINESS CARDS
	LETTERHEAD	WITH COMPLIMENTS	ENVELOPES	PACKAGING

MANDATORIES

What must be included for legal or business reasons (eg. partner logos)?

BUDGET & DEADLINE

Project Budget:

Completion required by:

COMMENTS

Black Eye Advertising
252 Cavendish Road Coorparoo Queensland 4151
Phone 07 3397 4919 Fax 07 3847 6829

or FAX TO: 07 3847 6829