BRAND POSITIONING BRIEF TEMPLATE

CLIENT
PROJECT TITLE
CLIENT NAME
BRAND
PRODUCT
CONTACT INFO
POINT OF CONTACT NAME	EMAIL ADDRESS	PHONE
MAILING ADDRESS
PROJECT OVERVIEW
PURPOSE why?
OPPORTUNITY ultimate impact?
OBJECTIVE what does the project work to achieve?

TARGET AUDIENCE
PRODUCT TARGET who are we trying to reach?
BRAND TARGET who does the brand speak to?
DESIRED REACTION what actions do you wish your market to take?
ATTITUDE
TONE what traits are we trying to convey?
BRAND PERSONALITY what characteristics define the brand and inform the product?
COMPETITIVE ANALYSIS
REFERENCES research, inspiration, and styles
THE TAKEAWAY what is the key idea to be remembered?
TAG LINE prepared copy, key words, or theme

PROTOTYPE AND MARKETING
MARKET TESTING
LAUNCH

SCHEDULE
SCHEDULE OVERVIEW
IMPORTANT MILESTONES / DEADLINES
BUDGET
AMOUNT
ADDITIONAL FINANCIAL PROJECTIONS / NOTES
FURTHERMORE
include any additional critical information

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