Define the audience
Describe who the brand serves, what matters to them and which alternatives they consider. Keep assumptions separate from research evidence.
Explain the offer
State the problem, the service or product and the reason to choose it. Avoid a positioning statement that could fit any business.
Specify the usage
List actual touchpoints: website, social posts, proposals, presentations or packaging. This turns an identity project into a useful asset system.
Set approval rules
Name the decision maker, feedback process and revision scope. Request consolidated feedback tied to the brief.
Make it specific to your situation.
Use this guide as a starting point. The next useful step is to record the real context, identify the decisions that need an owner and agree what evidence would support the decision.