2.6 The Brand Brief

A brand brief is a succinct document that summarizes the core identity of your business. It includes the mission statement, positioning, core personality attributes, values and target audience, and relevant value propositions. You can see this as a succinct summary of what you’ve developed in the previous subsections. It’s generally used as a reference to ensure strategic decisions are consistent with the business’ identity.

📌 Example: Mas Palou | Brand brief for a rural gastronomic retreat near Barcelona

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After reading Chapter 2, you should be able to fill out the following brand brief template.

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You’re well on your way to creating a strong brand identity. The next step is

3.1 Visual Identity⁠

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