Creative Brief

What is the tone or image that suits the client’s message or brand? Are there certain colors or fonts that help communicate this? Ask the client to describe the tone, whether it’s sophisticated, fun, or bold, and for to share color, brand, or style guidelines.

What action do we want people to take after viewing the marketing?

What’s the main message the audience should be left with? Is it the main benefit (not a feature) that the customer receives from your product or service? If you could add one or two other points what would those be?

Here's where you can include consumer insights, memorable quotes, a description of the brand personality, positioning taglines, creative thought starters, terms of the direct response offer, result expectations, and mandatory elements such as the logo and website address. Oh, and be sure to include sources for additional research. Examples: - Consumer insight: The psychographic profile revealed that this audience finds the TV personalities Stephen Colbert and Jon Stewart highly credible sources of news and information. Also, many watch The Big Bang Theory and are captivated by the quirky personality and intellect they see in Dr. Sheldon Cooper, played by Jim Parsons. - Expert quote: "I've never seen a stronger, greener, plant-based cleaner." Richard Rothman, Professor of Chemical Engineering, U.C. Berkeley. - More info: Call Bill in research for the complete psychographic profile, which includes a few personas that represent this audience. - The client would like us to develop at least one brand idea based on a real person playing a role. Think Flo of Progressive Insurance. Not Ronald McDonald. You will get a box of promo reels of comedians / actors. Consider a celebrity.