The creative brief is one of the most important documents a client can give to an agency.
You can download our template here.
Summary
What do you want produced and where the communications will be used (which media),your budget – what financial restrictions are we under for the creative work? When is the deadline?
Background to business/ brand/ Product
Who you are, what is your product or service, give a brief description with relevant background information. You should include how your product or service is perceived in the marketplace.
Objectives
What do you want to achieve?
Previous Communications
What have you done in the past, what has worked for you, where the communication has worked.
Target Market
Who are you talking to both demographics and psychographic. We always try to create a buyer persona of your ideal buyers (remember the 80/20 rule).
Product Benefits
What are the key benefits, what are the secondary benefits. These benefits can be both rational or emotional.
The Promise
What problems will your product or service solve? What desire will it satisfy (this can be rational or emotional)
The Offer
Price, incentive, terms. Think for the customers point of view “what’s in it for me?”
Any Special Offers?
Discounts, special conditions, risk reduction for the customer
Unique Selling Point
What’s the one thing you can say to persuade customers. What are the unique characteristics that make your product or service better than the competition?
The Competition
Who are you competing with? How does your product compare?
Tone of voice
What manner of communication – how should we speak to our target audience?
Have you seen anything you like?
We can get a great insight into what you think might work for you by giving examples of what you like, it doesn’t necessarily have to be from your market.
Restrictions
What can we do, what can’t we do? This could law or corporate guidelines or the brand police.
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