APPNEURAL - BRAND BRIEF
Editable planning worksheet
Source: https://appneural.com/resources/templates

Use this worksheet to align the audience, offer, positioning and creative work
before production. Distinguish approved information from ideas needing review.

1. PROJECT AND OWNERSHIP
Brand or business name: [fill in]
Project: [new identity / refresh / campaign / other]
Brief owner: [fill in]
Final approver: [fill in]
Version and review date: [fill in]
Business goal and desired action: [fill in]

2. AUDIENCE
Primary audience: [fill in]
Their relevant need or problem: [fill in]
What do they already understand about the offer? [fill in]
What objections or questions need an answer? [fill in]
Where will they encounter the brand? [fill in]
Languages, accessibility and cultural considerations: [fill in]
Evidence or research used to describe the audience: [list references]

3. OFFER AND POSITIONING
What is being offered, in plain language? [fill in]
Who is it for, and who is it not designed for? [fill in]
Useful difference from available alternatives: [fill in]
Approved supporting evidence: [list verifiable references]
Claims that require evidence or approval: [fill in]
Positioning statement:
For [audience], [brand] provides [offer] to help with [need], supported by
[specific, approved reason to choose it].

4. MESSAGE AND CREATIVE DIRECTION
Core message: [fill in]
Supporting messages: [fill in]
Tone and writing examples: [fill in]
Visual characteristics to explore: [fill in]
Visual characteristics to avoid: [fill in]
Reference material and what is useful about each reference: [fill in]
Existing approved logo, color, typography and image assets: [list locations]
Elements that must be retained: [fill in]
Elements that may change: [fill in]
Asset ownership, permissions and font licenses to confirm: [fill in]

5. TOUCHPOINTS AND DELIVERABLES
Touchpoint | Audience action | Asset/format | Dimensions | Owner
Website | [fill in] | [fill in] | [fill in] | [fill in]
Social profile/post | [fill in] | [fill in] | [fill in] | [fill in]
Presentation/document | [fill in] | [fill in] | [fill in] | [fill in]
Email/print/other | [fill in] | [fill in] | [fill in] | [fill in]

Required source and export formats: [fill in]
Light/dark backgrounds and minimum-size uses: [fill in]
Guidelines, templates or brand-kit packaging required: [fill in]
Content, photography or illustration supplied by the business: [fill in]
Budget, schedule and revision allowance: [fill in]

6. APPROVAL REQUIREMENTS
Review stage | Reviewer | Acceptance criteria | Due date
Direction | [fill in] | [fill in] | [fill in]
Production | [fill in] | [fill in] | [fill in]
Final handover | [fill in] | [fill in] | [fill in]

Check clarity of the offer, readability, consistency, required formats and
approved usage at the actual touchpoints. Record decisions against the brief.
Final asset version and storage location: [fill in]
Owner of future updates and supplier handover: [fill in]
Outstanding questions and next action: [fill in]

This worksheet is a planning aid. Approve the final assets and usage rules
before distributing them; it does not establish trademark or other legal clearance.