A brief contains all the key stages involved in a marketing plan. This document provides the essential information you need to create an effective strategy.
It will serve as a guide to identify problems and define clear objectives, as it helps collect and organize the data needed to launch any strategic plan.
If you want it to work, make sure to include the following points:
🔑 Keys to a Strong Marketing Brief
✔️ Company Info
Include background details such as:
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Brand history and evolution
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Mission, vision, and values
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Geographic location
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Products or services
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Distribution or communication channels
… and any other relevant data.
✔️ Media Channels
Define which platforms will be used in the campaign based on the brief.
Make sure you have the right media channels to effectively reach your target audience.
✔️ Audience
To create real impact, define the different target segments your message will address. Consider:
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Sociodemographics
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Socioeconomics
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Lifestyle
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Personality
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Interests & passions
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Habits
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Needs
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Objections
✔️ Competitors
The more you know about your competition, the stronger your unique value proposition will be.
✔️ Value Proposition
To stand out in the market, you need to identify what makes you unique. That’s what will position you as the top choice for your customers.
✔️ Communication Objectives
Clearly define what you want to achieve and how you want your brand to be perceived.
✔️ Budget
Include the budget allocated for executing the campaign.
✔️ Timelines & Deadlines
Be clear on the timeframe required to complete each stage of the campaign plan. This helps avoid confusion or delays.
With all this in place, remember that a brief is your roadmap — it leads to marketing strategies that work and stay aligned with your brand’s aspirations.
