The brand or the company should be very small one because small ones just have few competitors.
every communication step need to be explained . it is better to use some theoretical concepts(like target audience , how to choose it, their habits, preferences, all of things should be addressed to explain how to choose target market. ) It is better to have some posters, just simple one, some design reasons should be explained, like, why choose this color,
in a word, everything should be explained, Apart from this, main body only contains the communication programme