Editor’s Note: Alina Wheeler’s book, Designing Brand Identity, just released in its third updated printing, is a reference for anyone involved in branding. A comprehensive review of branding fundamentals, Wheeler’s book showcases best practices and pares away complexities so that common processes are easy to understand. It is a great guide for those entering the business, and for old pros, her book can be used in the same way that experienced cooks consult a cookbook to make sure that they haven’t forgotten any essential ingredients.

Here’s Wheeler’s schematic of components that go into preparing a brand brief. “Many entrepreneurial companies have visionaries who walk around with this information in their heads; getting it on paper helps anyone who has the responsibility to execute the vision,” she says. “The best briefs are succinct and strategic, and approved by the most senior levels in an organization early in the process. If these briefs are approved, the balance of the project is more likely to be on track and successful.”