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Branding brief for startups

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1. Your startup
2. What you need
3. Starting point
4. Budget & timing
5. Working together
6. Contact

1. Your startup

The basics every agency asks first.

Company or working nameLeave empty if the name is not decided yet.

Current website

City *Where are you based – or where do you want to work with an agency?

Stage

Idea / pre-foundingPre-seedSeedSeries ASeries B or laterBootstrapped & profitableEstablished company (spin-off or rebrand)

Team size

Industry *

Business model

B2BB2CB2B2CMarketplacePublic sector / B2G

What does your startup do – and for whom? *2–3 sentences, like you would explain it to an investor.

Who are your most important customers?e.g. CFOs of mid-sized companies, parents of toddlers, hospital buyers …

Target markets

Home countryEuropeUKUSA / North AmericaAfricaAsiaLatin AmericaGlobal

Languages the brand must work ine.g. English, German, French

2. What you need

From strategy and logo to web portal, app and trade-fair booth.

What do you need? Tick everything that applies. Grouped the way branding agencies structure their services. Not sure where to start? Select the essential kit – you can add or remove items afterwards.

Nothing selected yet

★ = essential kit every startup needs

Brand strategy & positioning

Positioning & value proposition ★Identity workshop with the founding teamBrand audit / brand check of the existing brandMarket, competitor & customer research (early adopters)Purpose, vision, mission & valuesPersonas & customer journeyBrand story & storytellingBrand architecture & product brandsBusiness plan & business modelBrand measurement & KPIsChange & transformation (growth, pivot, M&A, exit)Destination & lifestyle branding

Questionnaire: Brand strategy & positioning

What should the strategy achieve – and which decision depends on it? *e.g. «We need a clear positioning before our seed round in March to convince investors and hire our first sales people.»at least 80 characters

Existing documents you can share

Business planPitch deckMarket researchCustomer data / surveysNothing yet

Workshop format

In-person workshopRemote workshopsNo workshop needed

People taking part in workshops *

Do you already have a written positioning?

Yes, documentedPartly / only in our headsNo, that's what we need

Naming & corporate wording

Naming (company or product name)Tagline / claimTrademark, domain & social handle checkLinguistic check for target marketsTone of voice & corporate wordingMessaging framework / key messagesWebsite & product copy

Questionnaire: Naming & corporate wording

What should the name express – and what must it not sound like? *Values, feeling, associations; names of competitors it must not resemble.at least 80 characters

How many names do you need? *

Preferred type of name

DescriptiveInvented / abstractMetaphorFounder's nameOpen

Countries where the name must be protectable *e.g. EU, UK, US

Domain

.com is a mustLocal domain is fineFlexible (prefix/suffix ok)

Languages for copy *

Names or words already ruled out

Logo & corporate design

Logo incl. variants (horizontal, stacked, icon, one colour) ★Colours & typography ★Mini style guide (1–2 pages) ★Visual system & brand universe (key visual)CI manual / brand guidelinesImage style & art directionIcons & illustrationsLogo animation & motion designBrand hub (online brand portal)

Questionnaire: Logo & corporate design

How should your brand be perceived – and where will it mainly be seen? *e.g. «Trustworthy but not stiff – mainly in our app, on LinkedIn and at trade fairs.»at least 80 characters

Type of project

Completely new identityRefresh of the existing identityLogo only

Where must the logo and design work?

App iconWebsitePackagingSignageVehiclesMerchandisePrintVideo

Existing logo files

Vector files (AI, SVG, EPS)Only image files (PNG, JPG)No logo yet

How many design directions do you want to see? *

Business stationery

Business cards ★Letterhead / letter template ★Email signature with legal details ★Quote & invoice templatesPresentation & document templatesOffice tools (envelopes, stamp, badges)

Questionnaire: Business stationery

Company details for the mandatory information *Legal form, registered office, register court and number, managing directors – or «company not yet founded».at least 30 characters

How many people need business cards? *

Languages of the stationery *

Printing

Print-ready files are enoughAgency organises printing

Website, web portal & e-commerce

Domain & email addresses ★Landing page ★Company website (5–10 pages)Large corporate website (10+ pages, custom)Web portal / platform with loginE-commerce / online shop (Shopify to custom)Legal notice, privacy page & favicon ★Google Business Profile ★SEO basicsDigital strategy & service designAI integration (e.g. chatbot)

Questionnaire: Website, web portal & e-commerce

What should visitors do on the website – and which pages or functions are essential? *e.g. «Book a demo; pages: home, product, pricing, about, blog, contact; login for customers.»at least 80 characters

Approximate number of pages *

Design and development

Design only (we develop)Design + developmentDevelopment only (design exists)

CMS / platform

Number of languages *

Functions

Blog / newsCustomer login / dashboardBooking / formsIntegrations (CRM, payment, API)SEO basicsHosting & maintenance

Number of products (online shop)

Who writes the copy?

We provide the copyAgency writes the copyTogether

Photos and images

We have our own photosStock photos are fineWe need a photo shoot

Hosting and maintenance

Agency hosts and maintainsWe host ourselvesOpen

Websites you like (links)

App & product design (UX/UI)

App iconUX research & user testsUX/UI design (iOS, Android, web app)Clickable prototype (MVP, investors)Design system / component library

Questionnaire: App & product design (UX/UI)

Describe the core user flows of your app *e.g. «Sign up → create profile → book appointment → pay → rate.»at least 80 characters

Platforms

iOSAndroidWeb appDesktop

Approximate number of screens *

Scope

Apply the new brand to the existing UIFull UX/UI designDesign system / component libraryDesign + development

Current status of the product

Idea / conceptPrototype / MVPLive with users

Who develops the app?

Our own developersThe agency should developStill open

Existing design files

Figma / design files existScreenshots onlyNothing yet

Pitch deck & investors

Pitch deck (storyline & design)One-pager / executive summaryEditable deck master templatePitch & presentation coachingInvestor relations (funding round)

Questionnaire: Pitch deck & investors

Your story in a few sentences: problem, solution, traction, ask *e.g. «SMEs lose 20 h/month on … We automate … 40 paying customers … raising €1.5m seed.»at least 80 characters

Which round is the deck for? *

Number of slides *

Content and storyline

Storyline & content are ready – design onlyPartly readyWe need help with the storyline

Which tool do you work in? *

Date of the first investor meetings

Marketing, campaigns & editorial

Social media profile & cover images ★Social media assets & templatesMarketing & content strategyCampaign & ad creativesSEA / Google Ads & performanceContent marketing & SEONewsletter & marketing automationFlyer, brochure & postersEditorial design (magazine, annual report)Direct & dialogue marketing

Questionnaire: Marketing, campaigns & editorial

Target group, message and desired result *Who should you reach, with what message – and what counts as success?at least 80 characters

Main goal

AwarenessLeads / sign-upsSalesRecruiting

Channels

LinkedInInstagramTikTokYouTubeGoogle AdsPrint / outdoor

Media budget per month (ads, not agency fees) *

Does your team produce content itself?

YesPartlyNo

Packaging design

Packaging design (per product)Labels & stickersShipping box & unboxingProduct photography & 3D packshots

Questionnaire: Packaging design

Product, price level, sales channel and shelf competitors *e.g. «Organic energy drink, €2.90, sold in supermarkets and online; next to Red Bull and Mate.»at least 80 characters

Number of products / SKUs *

Type of packaging *e.g. bottle labels, folding boxes, pouches, shipping boxes

First print run *

Packaging manufacturer / printer

Already chosenAgency should recommendOpen

Countries of sale (for mandatory labelling) *

Also needed

Print-ready files / dielinesPrint production managementAdvice on sustainable materialsProduct photography

Trade-fair booth, signage & space

Trade-fair booth design (concept & 3D)Booth construction (build partner)Roll-ups, banners & event materialsSignage, wayfinding & illuminated signsSpatial design / office brandingMerchandise & workwearVehicle brandingEvent design & live communication

Questionnaire: Trade-fair booth, signage & space

What should happen at the booth? *Product demos, meetings, lead capture, events … and what visitors should remember.at least 60 characters

Which trade fair or event, and when? *e.g. Web Summit, November

Booth size *

Booth type

Row boothCorner boothPeninsulaIsland boothStartup / shared area

Construction

One-off custom buildReusable system boothRental booth

Fairs per year with this booth *

Elements at the booth

Screen / video wallMeeting areaBar / cateringProduct displayStorage room

Launch, film & photo

Launch campaignImage film / brand filmExplainer / motion videoPhoto shoot (team, product, portraits)Launch eventInternal launch (employees)

Questionnaire: Launch, film & photo

What is launched, for whom – and what should people do afterwards? *at least 80 characters

Launch date and markets *e.g. «15 March, Germany and Austria»

Media budget for the launch *

Film length (if film/video is needed)

Estimated shooting days

PR & communications

Media relations & press kitCorporate communicationsMedia & presentation trainingStakeholder & reputation managementCrisis communication (incl. cyber crisis)Public affairs & litigation PRSector communication (health, fintech, proptech, tech)

Questionnaire: PR & communications

Your news or situation – and which media or audiences matter *at least 80 characters

Occasion

Launch / newsFunding announcementOngoing visibilityCrisisRegulatory / political topic

Media markets and languages *

Duration

One-off project3 months6–12 months ongoing

How urgent is it?

Immediately (within 24 h)Within 2 weeksNot urgent

Employer branding & culture

Employer value proposition (EVP)Careers page & job adsInternal & behavioural brandingCorporate culture & leadership engagementOnboarding materialsOrganisational development

Questionnaire: Employer branding & culture

Which roles are hard to fill – and why should people work for you? *at least 80 characters

Employees today *

Open roles in the next 12 months *

Hiring locations / countries *

Ongoing support (per month)

Design retainerBrand help desk & rollout supportSocial media managementPR retainer (ongoing media relations)

Questionnaire: Ongoing support (per month)

Typical monthly tasks

Design requestsSocial media postsCampaignsPRWebsite updatesPresentations

Hours per month *

Minimum term *

What should the ongoing support cover in a typical month? *at least 60 characters

Anything specific about the scope?Anything the agency must know to quote correctly.

3. Starting point

What exists already and where the brand should go.

Why now? The trigger for the project.

Founding / first launchFundraising round coming upPivot or new positioningInternational expansionName conflict / legal issueBrand looks outdated or inconsistentNew product or product lineMerger / acquisition

What already exists?

Name decidedDomain securedTrademark filed / registeredLogoBrand guidelinesWebsitePitch deckProduct photos / visualsCopy / messaging

What must stay?

Keep name and logo – evolveKeep name – new lookEverything is open

Main competitors *Names or links – helps the agency position you apart from them.at least 20 characters

Interested in a digital competitor analysis?How your competitors show up online: website or shop, which pages and search terms (keywords) bring them the most traffic, social media (Instagram, Facebook, LinkedIn, TikTok), apps and ads. Many agencies do this together with SEO and online-marketing partners.

Yes, as part of the projectYes, as a small separate package up frontNo, not needed

Brands you admire – and whyAny industry. Links welcome.

What you definitely do not wantColours, styles, clichés …

Brand characterMove the sliders – the middle means «no preference».

PlayfulSerious

ClassicModern

AffordablePremium

UnderstatedBold

Warm & humanTechnical & precise

4. Budget & timing

The two questions that decide whether an agency can help you.

Budget for this project Excl. VAT. A realistic range saves everyone time – agencies scale the scope to it.

For orientation

Non-binding guide value for concept, design and set-up by an agency or studio, excl. VAT, printing, production, media and third-party costs. The agency quotes the exact price.

€10,000 – €25,000€25,000 – €50,000€50,000 – €100,000€100,000 – €250,000over €250,000Not defined yet – please advise

CHF 10'000 – CHF 25'000CHF 25'000 – CHF 50'000CHF 50'000 – CHF 100'000CHF 100'000 – CHF 250'000over CHF 250'000Not defined yet – please advise

SEK 100,000 – SEK 250,000SEK 250,000 – SEK 500,000SEK 500,000 – SEK 1,000,000SEK 1,000,000 – SEK 2,500,000over SEK 2,500,000Not defined yet – please advise

£10,000 – £25,000£25,000 – £50,000£50,000 – £100,000£100,000 – £250,000over £250,000Not defined yet – please advise

$10,000 – $25,000$25,000 – $50,000$50,000 – $100,000$100,000 – $250,000over $250,000Not defined yet – please advise

R200,000 – R500,000R500,000 – R1,000,000R1,000,000 – R2,000,000R2,000,000 – R5,000,000over R5,000,000Not defined yet – please advise

AED 40,000 – AED 100,000AED 100,000 – AED 200,000AED 200,000 – AED 400,000AED 400,000 – AED 1,000,000over AED 1,000,000Not defined yet – please advise

Is the budget approved?

ApprovedRoughly plannedDepends on the proposalNot yet – still raising

Payment models you are open to

Fixed-price projectMilestone paymentsMonthly retainer

Would you be willing to pay part of the fee in company shares (equity)?Some agencies work with startups partly in exchange for a stake – this can lower the cash amount. Whether it is possible is always up to the agency.

Yes, in principleMaybe – depends on the offerNo, cash only

When should the project start? *

Deadlinee.g. launch, fundraising round, trade fair

What happens on that date?

How fixed is the deadline?

Fixed – cannot moveTarget date, a little flexibleFlexible

5. Working together

So you are matched with agencies that work the way you do.

Who makes the final decision?

I decideI decide together with co-foundersBoard / investors are involved

People involved in decisions

How do you want to choose an agency?We do not forward requests for unpaid creative pitches.

Intro calls, then a proposalWritten proposal firstPaid discovery workshopCredentials / portfolio only

Location of the agency

Local – in-person meetings matterRemote is fineNo preference

Preferred agency size

Freelancer / small studioMid-size agencyLarge agencyNo preference

Meeting language

Experience with agencies

First time working with an agencyWorked with agencies beforeWe have an in-house designer

Should the agency also take care of legal protection?Trademark search and registration for name and logo, design protection, domains and transfer of usage rights. Agencies usually coordinate this with an IP lawyer. Patents protect technical inventions and are a matter for a patent attorney, not a branding agency.

Yes – organise everything, incl. IP lawyerSearch and advice only – we file ourselvesAlready covered / we have our own lawyerNot sure yet – please advise

Anything else?

6. Contact

Who the agencies should talk to.

Your name *

Your role

Email *

Phoneoptional – with country code

LinkedIn profile

Best time to reach you

Preferred first contact

EmailPhoneVideo call

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Branding brief for startups

◎Brand strategy & positioning

Questionnaire: Brand strategy & positioning

✎Naming & corporate wording

Questionnaire: Naming & corporate wording

◆Logo & corporate design