Development brief logo and corporate style

This brief will help us better prepare to work for you. The clarity and completeness of your answers will determine how quickly we can find a common language with you to effectively solve problems.

We guarantee complete confidentiality of all information you provide to us.

The brief is not a technical document, it just helps us understand how you envision your future corporate style.

If any of the questionnaire questions seem difficult to you, please ask for clarification. If you have your own brief, please send it to us instead and we will clarify any missing information during the meeting.

* Here and further on the brief under "product" means a product, service or company.

Marketing block

1. What?

What is a product?

About the product

The essence of the brand is the main idea (mission) of the product

The main idea

Unique selling proposition (USP) of the product.
Why exactly will the consumer want to buy your product (compared to competitors)?

USP

Product positioning (the main difference from the main competitors).

Positioning

Three rational and/or emotional values of the product

Three values

What benefit does each of the above values bring to the consumer?

Profit

2. For whom?

Which three groups of consumers will use your product most often? Who is it intended for? Describe them according to the following parameters or in free form (first of all, describe the largest group - the core of the target audience):

Important! Avoid formulaic and therefore useless descriptions! Describe your customer as a living person so that your story can clearly represent the specific person and their actions.

Demographics: gender, age, marital status, religion, nationality, other
Sociography: social status, education, occupation, monthly income, other
Behavior: authority of the client, degree of awareness about the product, degree of interest in the product, degree of attachment to the given product, intensity of consumption, perception stereotypes/prejudices
Way of life and psychological portrait
The ratio of motivations: rational/emotional

1 group

2 group

3 group

3. For what?

Why does the consumer need your product?
What consumer problems does it solve, in what way does it make his life easier?

For what?

When and how will the consumer use your product most often?

When and how?

Is your product familiar to the consumer?

The product is innovative and the consumer must be trained to use it.

The product is familiar, but has improvements over competitors.

Specify these improvements

The product is not different from competitors, it is the same.

Other.

Specify what exactly

4. How?

What kind of purchase is your product for the consumer: simple or complex?
Show the chain of actions of the consumer from the desire to purchase a product of this category to the direct purchase of the product.

Purchase

In what situation and under what conditions will the consumer most often buy your product?

1 group

2 group

3 group

Price and status characteristics of your product.

Price and status

Why would a consumer want to pay that price for a product and what attributes of the product will convince them of this status of your product?

Desire to purchase

5. With whom?

Describe your three main competitors according to the following parameters:

name
site
competitor's strengths regarding your product/brand
competitor's weaknesses regarding your product/brand
Positioning and UTP of the competitor
competitor's product/brand values
how long the competitor has been on the market
share in % of consumption of the competitor's product relative to the total market volume

1 competitor

2 competitor

3 competitor