01 · Identity
Define the public name, the products, the positioning and one sentence that sums up what the brand brings. Keep the official logo as is; don’t recreate it.
02 · Audience
Describe who you’re talking to, what they need to know and which action makes sense. Avoid invented personas or unverified claims about your customers.
03 · Voice and rules
Add examples of how the brand does speak, words it avoids and facts that must always be checked: prices, hours, offers, conditions and addresses.
04 · References
Link campaigns, moodboards, media and sources. Note the origin, the date and who approved each reference: inspiration is not permission to use.
05 · Upkeep
Name an owner and review the context before every campaign. The active brand should always be visible wherever content is created and scheduled.