BRAND BRIEF EXAMPLE TEMPLATE

BRAND PROFILE

What's the name of your organization?	Positive Charge
Why is it named that?	Our electrical vehicle (EV) customers get a "positive charge" out of using our charging stations.
As an organization, who are you?	We are an EV charging provider whose primary goal is to roll out our product to more locations than any other EV charging provider.
What is your organization's purpose?	Our purpose is to be the world's largest EV charging provider and to reduce the environmental impact of fossil-fuel cars through our services.
What do you do as a company?	We provide EV charging stations at multiple locations across the U.S. and Canada.
Who are your customers?	EV drivers
Where are your customers located?	Our customers are located throughout the United States, with the vast majority residing in the state of California.
How do you want to be perceived in the marketplace?	We want to be perceived as the main provider of EV charging stations and as a socially and environmentally conscious company trying to make a positive difference in the world.
What's your organization's personality?	Our company is all about working hard and playing hard, while also maintaining an easygoing atmosphere. We believe strongly in the principle of mutual respect, and we love to see our customers succeed.
Who are your competitors?	Our competitors are the top three EV charging providers in the U.S.
What distinguishes you from your competitors?	Our EV charging stations are more cost effective, easier to install, and more environmentally sound than our competitors' stations.
What is it that makes you better than your competitors?	Our EV charging stations are readily available, easier to install, and more environmentally sound than those of the competition.

BRAND OBJECTIVE

What do you hope to achieve with your brand?	We want to become a household name, make a positive impact on the environment, and increase sales.
What's the primary image you want your brand to convey?	We want to convey a sense of security, reliability, and environmental soundness.
How can your brand help you achieve your goals?	We want our brand to instill a sense of trust and environmental responsibility, and, in turn, make it possible for us to increase the number of charging stations across the U.S.
How can your brand help you best your competitors?	We want to become the most recognizable, reliable brand on the market: the first choice in EV charging solutions.
Who is your "target audience"?	Our target audience consists of existing and potential EV users/drivers.
How do you think that your branding can help reinforce your organization's offerings?	Our branding will convey trust and community.

BRAND NAME

BRAND NAME	POSITIVE CHARGE
CLIENT CONTACT NAME	Jane Wendell
PHONE	555-123-4567
EMAIL	jane@positivecharge.com
MAILING ADDRESS	7898 59th St., Ste 302 Bothell, WA 98011

AUTHOR	DATE
Martha Elk	10/24/2026

PURPOSE | Why?
We want to change the world -- for the better. We want to be the leading free EV charging network in the world. Having completely free EV charging stations in as many locations as possible will yield the following results: allow for cleaner air; lower the carbon footprint; lower the cost of driving in communities; serve as a model for other forms of clean transportation; and help communities achieve climate-change goals.
OPPORTUNITY | Ultimate impact?
The client's EV charging stations provide a response to the relative scarcity of such stations. With an increase in EV charging stations, EV drivers/users will have more charging options. The prevalence of EV charging stations will also entice non-EV users/drivers to switch to EV vehicles, creating the following benefits: allow for cleaner air; lower the carbon footprint; lower the cost of driving in communities; serve as a model for other forms of clean transportation; and help communities achieve climate-change goals.
TARGET AUDIENCE
BRAND TARGET | Who does the brand speak to?
The brand should speak to environmentally concerned drivers and non-drivers as well as anyone who wants the convenience that the EV market has to offer.

ATTITUDE
BRAND TONE | What traits are we trying to convey?
It should instill a sense of friendliness, reliability, environmental soundness and proactivity, and approachability.
BRAND PERSONALITY | What characteristics define the brand?
Trustworthiness, reliability, social, economic, and environmental consciousness, approachability, and friendliness define the brand.
MESSAGE
THE TAKEAWAY | What is the key idea to be remembered?
Positive Charge wants you to help us change the world -- for the better.
TAGLINE | prepared copy, key words, or theme
“Help us make a positive change in the world - one volt at a time.”
FURTHERMORE
Include any additional critical information.
Primarily, we want our audience/customers to remember that having completely free EV charging stations in as many locations as possible will achieve the following results: allow for cleaner air; lower the carbon footprint; lower the cost of driving in communities; serve as a model for other forms of clean transportation; and help communities achieve climate-change goals.
COMMENTS AND APPROVAL
COMMENTS
Ready to present to client. Upon client’s approval, have Product create branding roadmap for development.
DATE	SIGNATURE

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