General information

Customer's name

Who the client is and what he do

Describe in a few sentences what your business is about

Who is the contact person

Provide a contact for the person who makes decisions and approves the project

Target group

What is your customer? Who do you want your brand to reach? Who uses your products most often?

Keywords

What words are associated with the brand

Competition

What is direct competition (same product and market)?
Who might be indirect competition (meeting the same customer need).
Is there a threat of potential competition (newly created competition in the market)?

Brand distinction

What sets a brand apart from its competitors? What drives customers to trust its message and buy its products?

Image

How is the brand to be perceived by the target audience? What needs does it meet? What is the nature of the communication?

Project objective

How the goal will be measured

Predictable budget

Creative assumptions

How is the creation to be perceived? What elements are excluded? What should be the color scheme? What is to be conveyed by the creation?

Scope

Scope of work to be performed under the project