Don’t (just) use AI to write Real Estate brand briefs

We asked Claude to write a branding brief for a commercial real estate asset. We gave it a pretty standard prompt:

• A commercial real estate asset in a tier 1 European city. 

• Position the asset for a global professional services or tech tenant looking for a HQ. 

• A range of amenities close by including food and beverage, transport links, bike spaces

• The building is energy efficient

Claude delivered the brief below. It’s plausible and dangerous.

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Brand Strategy Brief

1. PROJECT OVERVIEW

We are seeking a comprehensive brand identity for a premium commercial office asset located in a Tier 1 European city. The brand must position the building as a destination headquarters for global professional services firms and technology companies seeking a prestigious, future-ready European base of operations.

2. BUSINESS OBJECTIVES

• Establish the asset as a best-in-class HQ destination in the competitive European commercial real estate market

• Attract and secure global professional services and technology tenants at premium rental levels

• Create a distinctive brand that differentiates the asset from competing Grade A office stock in the city

• Build long-term brand equity that supports asset value and investor confidence

3. TARGET AUDIENCE

Primary: C-suite decision makers and real estate directors at global professional services firms (Big Four, legal, consulting) and technology companies (scale-ups to enterprise) seeking European HQ or flagship office space. Secondary: Tenant brokers and workplace consultants advising on location strategy.

4. KEY SELLING POINTS

• Prime Tier 1 European city location with strong global connectivity

• High-performance energy-efficient building with leading sustainability credentials

•  Excellent transport links offering seamless commuter and international access

•  Vibrant surrounding neighbourhood with premium food & beverage, retail, and lifestyle amenities

• Dedicated cycling infrastructure and end-of-trip facilities supporting active commuting

• Flexible, modern floor plates suitable for diverse workplace strategies

5. BRAND DELIVERABLES

•  Brand name development (if required) and visual identity system

•  Brand positioning statement and messaging framework

•  Marketing collateral suite (brochure, digital assets, signage guidelines)

•   Website design and content strategy

•  Environmental graphics and wayfinding concept

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Looks good, right? And that’s a problem. AI doesn’t write bad briefs. It writes plausible briefs that nobody stops to question and that don't give an agency the full picture.

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