You don’t need to know which font, colour, or logo style your business should use before hiring a brand identity designer.

You do need a starting conversation about your business and what the project should help you achieve.

Preparing the following information gives that conversation direction and helps your designer define an appropriate scope.

1. Explain what your business does

Describe your product or service in plain language.

“We provide accounting services for independent consultants” offers more context than “We want a modern brand.”

Include your business name, what you offer, and what customers value about working with you. If the business is new, explain the problem you intend to solve.

2. Describe your audience

Who do you want to reach?

Share what you know about their needs, priorities, and reasons for choosing a business like yours. Explain where they’re likely to encounter you, whether through a website, social media, referrals, or physical materials.

If something is still undecided, identify it as an open question.

3. Explain why you need the project

Are you launching a business, replacing an unsuitable identity, or bringing inconsistent materials together?

Describe what isn’t working and what needs to improve.

Specific concerns give the project a clearer purpose than a general request to “make it look better.”

4. List your deliverables

Write down what you need to use immediately.

That could include a logo, business card, presentation template, brand guideline, or social media templates.

Separate essential deliverables from future plans. If you’re uncertain about the scope, read my explanation of logo design and brand identity.

5. Gather references with explanations

Visual references help communicate preferences.

Explain what you like about each example: its typography, layout, colour balance, or overall mood. You can also share examples that feel unsuitable and explain why.

The purpose is to communicate a direction, while allowing your identity to develop around your own business.

6. Share your budget, timeline, and approval process

Tell your designer your available budget and any fixed launch dates.

Identify who will approve the work and how feedback will be collected. If several people are involved, agree on how to provide one consolidated response.

A brief is a starting point

You don’t need a perfect document. Clear answers, honest uncertainties, and relevant questions are enough to begin a useful discussion.

Ready to discuss your project? Visit Kent Graphics with your business goals and the materials you need.