Off-Plan Property Marketing Project Brief

Write short description of product/brand/services. What are the core values of the company? What is the personality, philosophy, or mission statement of the brand? What is the brand’s voice? Be as specific as possible so that not only internal staff members fully understand the purpose or existence of the business, but external parties like stakeholders, directors, ad agencies and copywriters are fully informed as well. Detailed pricing and selling processes are needed too. Describe the current situation.

How much budget is allocated?

Who are we trying to reach with this campaign?

Beyond demographics or data, who is your customer and what do they want to achieve?

What is the key idea to be remembered?

What characteristics define the brand?

Clearly list the guidelines, terms and conditions, legal requirements, project deliverables, and disclaimers. All expectations should be laid out on the table so that there aren’t any surprises. The brand’s tone and call to action are important to convey throughout the brief as well.

What are the deliverables for this campaign (videos, billboards, online ads, etc.)?

• What do you like/dislike about their branding and why?

• What does your brand have in common with them?

• Are you looking to be similar to them, or entirely different?

• Which areas are they ahead of you?

Write additional notes add links, references, other important information etc.