Business context
Establish the context and evidence before proposing an answer.
IMPRNT working resource
Brand Brief Template.
A structured starting point for leadership, audience, challenge, scope and success.
Why use it
Turn an organisational ambition into a decision-ready assignment.
A structured starting point for leadership, audience, challenge, scope and success.
- Separates the business decision from the requested output
- Makes evidence, constraints and approval authority visible
- Creates criteria for evaluating the eventual work
Working question: What decision will this work make easier?
Inside the resource
A structured sequence for an accountable discussion.
Each section creates space for evidence, decisions, named owners and unresolved questions.
Decision to be made
Separate known evidence from assumptions that require resolution.
Priority audiences
Separate known evidence from assumptions that require resolution.
Current evidence
Separate known evidence from assumptions that require resolution.
Scope and exclusions
Separate known evidence from assumptions that require resolution.
Stakeholders and approvals
Separate known evidence from assumptions that require resolution.
Measures of success
Record the decision, owner and next review point.
Facilitation guidance
Use the document to expose differences—not hide them.
Ask the sponsor to complete the decision and success sections first. Subject-matter leads can then add evidence and constraints without rewriting the purpose.
This resource provides general planning guidance. It is not legal, financial, regulatory or accessibility advice.
Act the decision
Use the resource before the meeting.
Complete the sections that affect what decision will this work make easier? Then use the review to agree evidence, ownership and unresolved decisions.