Build a Brand Brief

Jennifer Foy has over 12 years of experience using Adobe Photoshop. She has received a Bachelor of Fine Arts in Visual Communications from the Ringling School of Art and Design in Sarasota, Florida. Her years of teaching experience include numerous software and design classes in Adobe Illustrator, Photoshop, QuarkXPress, Freehand and InDesign for Colleges in Atlanta, Georgia; and Louisville, Kentucky. Jennifer is currently working as the Creative Director and Universal Woods with the Unisub and Chromaluxe brands. Jennifer can be reached by email at

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Before you get into the styling of your brand, you should have a business creative brief or brand brief (separate from a business plan), a list of methods, and a schedule to get them put into place.

You can find brand brief templates and samples online for a small fee or for free (depending on your goals, budget, etc.). Ideally, you do this with a marketing/brand professional, which you can find locally or online.

Some of the questions that you can use to create a brand brief are similar to a business plan; for example, these are some questions from Canva’s website and

  • Are your potential customers young, old, male, female, wealthy, entrepreneurs, school-age children, parents?
  • Where do you find them? Social media, in brick-and-mortar storefronts, online groups?
  • What do they need? Web design, marketing, a new awards provider?
  • Who are they using now for the same service you provide?
  • Why would they switch? What is your company’s mission?
  • What are the benefits and features of your products and services?
  • What do your customers and prospects already think of your company?
  • What qualities do you want them to associate with your company?

—Jennifer Foy, Unisub