The BRAND
CLARITY BRIEF
A better way to start any branding project.
I’ve worked across agencies, inside companies, and as an independent creative for over 20 years. One thing has stayed constant: the success of a branding project is often decided by good conversations, and that starts of cours,e in the first briefing. As teams flatten and founders take on more responsibility, briefs have become lighter on thinking and heavier on deliverables. This tool exists to fix that.
Why this exists
The Brand Clarity Brief is a structured set of 25 questions designed built as a chatgpt to help founders and creatives get clear before investing time, money, and energy into branding work. This is the exact briefing framework we use internally at MINCHKI. Today, founders are briefing creatives directly. Project managers and strategy layers are thinner — or gone entirely. That has benefits. But it also means briefs are often heavy on deliverables and light on thinking.
Does This Sound Familiar?
What usually goes wrong
Most briefs are missing the things that matter most:
The real reason the brand exists
The business context behind the ask
What must not change
Who the brand is not for
How decisions are actually made
Without that clarity, even strong creative work can miss the mark.
What the Brand Clarity Brief does
The Brand Clarity Brief helps you:
Get clear on what problem branding is meant to solve
Articulate belief, position, and constraints
Brief creatives with confidence (not guesswork)
Reduce misalignment, revisions, and rework
Start projects on solid strategic ground
FOR Founders
You’re hiring creatives but don’t want to brief blindly
You want clarity before spending serious money
You care about strategy, not just aesthetics
FOR CREAtIVES
You want better starting points
You’re tired of vague briefs and endless revisions
You want alignment before execution
Founding release
WHAT’S INCLUDED
Limited to the first 100 people.This is the same tool we use internally at our own studio MINCHKI. Once the founding release closes, the price will increase to £99.A small investment to avoid expensive misalignment.
£99
£59
25 carefully structured questions, covering:
Origin & intent
Business reality
Belief & positioning
Audience & desire
Taste & direction
Delivered as a guided ChatGPT experience
Designed to be used:
by a founder to brief a creative
by a creative studio to send to their clients
solo to navigate your own brand
Answer once. Use it for years. An amazing guided foundation to set the path for successful branding.