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When putting together a creative brief the template prompts you to consider a variety of aspects that will impact on the campaign’s success. That includes setting out the scope of the challenge from the outset:
- What is the primary business problem/challenge/opportunity?
- What barriers are you trying to over come?
- In one sentence, state the singular objective.
- What must the digital design team achieve with this brief?
Providing full information about the required outcome of the creative brief, insights and constraints will all help ensure that the creative response is an inspired one. The template covers these key questions:
- What background insights are available from past activity, marketing, competitors?
- What is the target audience profile and what is known about them?
- What is the brand strategy in relation to the target audience: design, copy, positioning?
- What should the campaign prompt the target audience to think, feel and do?
- What is the primary message?
- Why should the audience believe the proposition? Are there supporting facts, testimonials, guarantees?
- What’s the call to action?
- What look and feel must be conveyed?
- Are there any technical requirements?
- Are there constraints which the design team should know about?
- Should the creative work within a Content Management System?
- What are the brand guidelines and other mandatory information?
- What considerations are there in relation to legal or compliance issues?
- What’s the budget?
- What deadlines are required?
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