Every brief is a brand brief…that is, until the brand brief is actually written. This is my life. A friend asked for some help with his website. I was paralyzed until I wrote a brand brief. “Can’t you just write copy for the website? Only a couple of pages?” Sorry.
A brand consultancy asked me to work on an idea for a top six business consulting company – they really wanted a brochure. “Love to help. Gotta do a brand brief first.” Want me to write an ad for your energy drink? Brand brief.
I can’t go tactical — not in good conscience — until I understand the organizing principle aka the brand strategy. I’d have restless leg syndrome. I’d be afraid I would do something to hurt the brand – which would be hard since without a brand brief “Who knew?” what would help the brand.
So this is my career dilemma. The boulder I must push up the mountain. Wouldn’t have it any other way.