The Ideal Project Brief

Provide an introduction to your organization. This section should give us a clear understanding of your organization’s identity, culture, and current position in your field.

• A brief introduction to your organization, including focus area, age of organization, and approximate team size

• Mission and core values

• Brief description of recent developments or shifts in organizational focus leading to this work. Read Does Rebranding Really Transform Nonprofits? To understand the various underlying reasons that lead organizations to do this work.

• Key stakeholders and decision-makers

Offer an explanation of the project’s origins and importance. This context helps us understand the broader implications of the project and its strategic importance to your organization.

• Summary of the project and current assumed scope. Read What Kind of Rebrand is Right for Your Organization? to understand the difference in scope for different types of branding projects.

• How the project aligns with your organization’s long-term goals and strategy

• Reasons why it’s the right time to initiate this project

• Current opportunities driving the need for this project

• Current obstacles standing in the way of this project’s success

• Internal readiness to take on this work

• Previous attempts or related initiatives we should be aware of

• Relevant industry trends or external factors influencing the project
  

Clearly articulate what you aim to achieve with this project.

• Primary goals

• Specific, measurable outcomes (e.g., boost donor engagement by 25%)

• Short-term and long-term impacts you expect from the project

• Any critical strategic milestones or checkpoints throughout the project

Provide a breakdown of your audience and key stakeholders. This information helps us tailor our approach to resonate with your specific audiences and navigate stakeholder relationships effectively.

• Target audience groups

• Previous audience engagement data and analysis (if already available)

• Internal stakeholders and key decision-makers involved in the project. For reference on how to identify and prioritize stakeholders, see How to Bring Together the Right Stakeholders for Your Rebrand

Offer your best evaluation of your current brand, website, or materials. This assessment provides us with insights into areas for improvement and potential challenges.

• Overview of the current state of the existing brand/website/materials

• Strengths and weaknesses of the current brand. Use our Nonprofit Brand Score tool to benchmark how much confidence you and your team have in your current brand.

• Peers or analogous organizations in your space

Clearly define the boundaries and expected outcomes of the project. Be as detailed as possible to avoid scope creep and ensure all expectations are clear from the outset.

• Key deliverables and requirements (e.g., naming, brand strategy & positioning, verbal identity, visual identity, rollout)

• Critical issues to address

• Potential challenges or constraints

• Any technical or platform-specific requirements

• Internal review processes (e.g., 2-3 days or 5-10 days feedback)

Provide a clear picture of the financial and human resources available for the project. Transparency about resources on the project and who will maintain this work helps us propose solutions that are feasible and align with your constraints.

• Allocated budget range (if determined) per fiscal year and as a whole. See The Ultimate Guide for Nonprofit Branding Budgets for guidance on how much organizations at different complexity scales should earmark for investing in their brands

• Internal team members involved in the project and their roles

Outline the desired project schedule and key milestones. Include any flexibility or constraints in the timeline to help us plan effectively.

• Desired project kickoff and completion dates

• Key milestones or deadlines

• Foreseen factors that might impact the project timeline, if any

Detail any technical requirements or preferences. This information ensures that our technical approach aligns with your infrastructure and requirements.

• Current collaboration tools in use

• Any technical constraints or preferences

While the rebranding process will dive deep into these questions, your early guidance helps us understand your existing aesthetic preferences and brand personality.

• Examples of work you admire

• Brands or projects that resonate with your vision

• Existing brand guidelines or other materials relevant to this project

Outline what kind of partner you’d like to work with. This helps creative partners focus on what matters most to you.

• Considering your project, goals, and team dynamics, list the top three qualities, skills, or characteristics you’d like your creative partner to bring to the table.

Provide clear instructions for moving forward. This section ensures a smooth transition from the brief to the next stages of the project.

• Process for submitting questions or requesting clarifications

• Specific proposal requirements

• Availability for conversations about the project with key contact person(s)

• Timeline for partner selection and project initiation

If you're getting ready to jump into a branding project and would like more guidance to make sure you're setting yourself up for success, we invite you to reach out. You'll need to cut through a lot of noise along the way and there's just no substitute for talking to real people who have been there.