Introduction

Once your business has a marketing plan prepared, one key element is to ensure that the final communication captures the essence of your plan. Most of us work with outside marketing agencies for the development of creatives and content for your customer communication.

A creative brief is a document that serves as the roadmap for your marketing activities. It is a concise document that captures your marketing goals, target audience, key messaging and final deliverables. The total brief needs to be within 2 pages at best

This document provides everyone with clarity during the development of marketing materials, while at the same time allowing you to put your thoughts and vision on paper

Template for Creative Brief

Background:

• Name
• Quick description of what it does:
• We create value by
• Rough launch plan:

Audience

• Target Audience
• Model Customer
  • Demographic
  • Profile

Positioning Statement with no frills

Competitive Audit

• 5 to 10 Companies in the same space
• Key Competitor
  • How do they overlap with your business?

Messaging

• Key Takeaways that need to be internalised
• Define your customer-communication strategy
• Your Tagline

Current Perception

• How people see you in the market
  • Be Objective
  • Analyse if you need to change

Brand Attributes

• List of adjectives that describe your company personality

Inspiration

• Logo or ad you admired
  • State Why
  • Anything that needs to be included

Deliverables

• Define what you need
  • Logo
  • Creatives

Delivery Date

• Concept Deadline
• Final Deliverable Date

Budget

• Specify clearly to ensure no confusion

Approval Matrix

• Who approves at different stages
• Final Authority