HARBOR REPAIRS — FICTIONAL BRAND BRIEF EXAMPLE

Illustrative draft, not a customer result.

PROJECT AND REASON
Refresh the Harbor Repairs identity so the vans and booking page present the same service. Keep the business name; replace the inconsistent visual treatment. Before launch, ask prospective customers to explain the booking steps from the draft page; use what they misunderstand to revise it.

BUSINESS PURPOSE AND OFFER
Appointment-based minor home repairs, subject to property-owner permission. Explain the proposed work before it begins; be clear about requests outside the service.

AUDIENCE AND SITUATION
First-time renters arranging a minor repair. They need a plain explanation of the service, permission requirements, estimate, and next step. The role of property managers in choosing a provider needs checking.

ALTERNATIVES AND POSITIONING
Customers may ask their property manager or choose a general handyman. Explore “clear guidance for a small repair” as a direction; do not claim the lowest price, fastest service, or proven preference.

EVIDENCE AND OPEN ASSUMPTIONS
Review the draft booking checklist and estimate. Interview prospective customers before treating the audience and preference assumptions as established facts.

MESSAGE AND VOICE
Make the next step clear: request a visit, review the estimate, then decide. Use careful, practical, friendly language. Review sample wording with the client; avoid alarmist copy and unsupported availability claims.

VISUAL DIRECTION AND CONSTRAINTS
Explore a legible, approachable identity rather than choosing a style from adjectives alone. Keep the name, test one-color use, and check van lettering at its real dimensions. Review the references for clarity rather than copying their appearance.

TOUCHPOINTS AND SCOPE
Include a logo kit with agreed vector and raster exports, a van-panel layout to the printer’s specification, and a booking-page header. Exclude printing, photography, and website development; confirm those costs separately.

BUDGET AND TIMING
Illustrative design budget: $4,000. Target identity-file handoff: week 6. Review the brief in week 1, directions in week 3, and selected applications in week 5. Installation timing depends on the printer; it is not yet agreed.

DECISION AND FEEDBACK
Maya, the owner, approves. Operations contributes service wording and production needs. Maya sends one consolidated response at each review. The studio checks feasibility before accepting added scope.

OPEN POINTS AND SIGN-OFF
Maya confirms the main buyer and service boundaries before brief approval. Operations supplies panel dimensions before van artwork. The printer confirms lead time before booking installation. This example remains a draft until those points and the review schedule are agreed.

ORIGINAL QUESTIONNAIRE ANSWERS

1. How would you explain what your business does to a new customer?
We handle small home repairs for renters who have their property owner’s permission. Customers request a visit and review an estimate before agreeing to the work.

2. What prompted this branding project?
Our current identity looks different on our vans and booking page. This rebrand should make the service recognizable in both places; the business name stays.

3. Which business outcome matters most for this project?
Help first-time customers understand what we repair and how to request an estimate. Before launch, ask prospective customers to explain the booking steps from the draft page.

4. Which values influence how your business operates?
Care means explaining the proposed work before starting. Practicality means telling a customer when a request falls outside our service instead of promising everything.

5. Who is the primary audience for this brand?
Renters arranging a minor repair for the first time. We need to check whether they or their property managers actually choose the provider.

6. What problem brings that audience to your business?
Something small is broken, but they are unsure whom to contact, whether permission is needed, or what happens after they request a visit.

7. Why do customers choose you over their other options?
We want to explain small repair jobs clearly. The alternatives include asking the property manager or hiring a general handyman; we still need to check why customers choose each option.

8. What evidence supports the promise you want to make?
We can review our draft estimate and booking checklist. We have no approved customer research for this positioning yet, so customer preference remains an open question.

9. Which three qualities should people associate with your brand?
Careful means explaining before acting; practical means giving a clear next step; friendly means being approachable without jokes at the customer’s expense.

10. Which words or impressions should the brand avoid?
Avoid alarmist language and claims such as “cheapest” or “always available.” We are not an emergency service and have not established those claims.

11. What is the main message people should remember?
You can ask us about a small repair and understand the proposed work before deciding. This is a message to review, rather than a final advertising line.

12. Which parts of the current identity should stay?
Keep the Harbor Repairs name. The old badge and colors can change; we will confirm whether any existing signs need a transition period.

13. Which brand examples help explain your preferred direction?
We will bring a reference with readable van lettering and another with a calm service explanation. We like their clarity, not a particular logo to reproduce.

14. What constraints must the identity respect?
The identity must be readable on our white vans and usable in a one-color estimate. The printer needs to confirm panel dimensions and minimum lettering sizes.

15. Where will the new identity need to appear first?
Start with a logo kit, one van-panel layout, and the booking-page header. Full website development, photography, and printing are outside this design scope.

16. What budget range has been approved for the work?
The approved design budget is $4,000. Printing and website development need separate estimates.

17. Which deadline must the work meet?
We want the identity files ready in six weeks. The printer’s lead time is not confirmed, so a van-installation date cannot yet be promised.

18. Who will approve the final brand direction?
Maya, the owner, approves the direction. Operations staff review the wording and van requirements; Maya combines their feedback at each agreed review.

Guide: https://youform.com/blog/branding-questionnaire/